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市場の概要

米国のヘルスケア広告の市場規模は、2022年に224億米ドルに達しました。今後、IMARC Groupは、2023年から2028年にかけて4.6%の成長率（CAGR）を示し、2028年までに292億米ドルに達すると予測しています。

ヘルスケア広告とは、患者さんと医療機関の間にオープンなコミュニケーションラインを作ることで、新しい患者さんを獲得し、患者さんのケアを強化するためのコミュニケーションとマーケティング戦略を開発するプロセスのことを指します。高度にセグメント化され、ターゲットを絞ったオンラインおよびオフラインの戦略により、エンゲージメントを高め、企業の成長を加速させることができます。現在、米国では、使用可能な医薬品や治療法、さまざまな病気や健康問題についての認識を高めるために、ヘルスケア広告の需要が高まっています。

米国ヘルスケア広告の市場動向：

米国では、さまざまな医療機関がテレビ、印刷広告、ソーシャルメディアプラットフォームを通じた広告への支出を増やしており、これが市場を牽引する主要因の一つとなっています。さらに、電子カルテ、遠隔医療、遠隔医療モニタリングの導入など、同国の医療システムにおける急速なデジタル変革が、市場の成長を後押ししています。また、広く使われている検索エンジンの一つであるGoogleは、広告主が処方薬、ヒト免疫不全ウイルス（HIV）ホームテスト、中毒サービス、臨床試験募集などの広告を関連キーワードで掲載できるようにしました。これは、国内の市場にプラスの影響を及ぼしています。このほか、消費者へのリーチを高めるために、さまざまな製薬会社が複数の同期したコミュニケーションチャネルを利用することが増えています。このことは、製品ウェブサイト、オンラインディスプレイ広告、ソーシャルメディアキャンペーンなどのデジタルプロモーションの増加とともに、市場の成長を後押ししています。その他の成長要因としては、新薬の発売、技術の進歩、医療改革、人口の高齢化、ジェネリック医薬品やミートゥー医薬品の増加などが挙げられます。

主要な市場セグメント：

IMARC Groupは、米国ヘルスケア広告市場レポートの各サブセグメントにおける主要トレンドの分析、および2023年から2028年までの予測結果を提供しています。当レポートでは、製品タイプに基づいて市場を分類しています。

製品タイプ別構成比：

医薬品（低分子医薬）分野
バイオ医薬品
ワクチン
一般用医薬品について


医薬品（低分子医薬品）の広告は、数百万人の潜在顧客への露出を増やしながら、薬や医療製品のプロモーションを行う市場において、明確な優位性を示しています。

競合の状況：

本レポートでは、市場の競争環境について、業界で活動する主要プレイヤーの詳細なプロフィールとともに分析しています。これらのプレイヤーの中には、Johnson & Johnson Services, Inc.、Pfizer Inc.、Merck & Co., Inc.、GlaxoSmithKline plc.、Eli Lilly and Company, Novartis International AG, Sanofi S.A, AstraZeneca PLC, F. Hoffmann-La Roche Ltd., Inc.(ロシュ）、Bayer AG、Bristol- Myers Squibb（BMS）。

本レポートで回答した主な質問

2022年の米国ヘルスケア広告市場規模は？
2023年〜2028年の米国ヘルスケア広告市場の成長率はどのくらいと予想されるか？
米国のヘルスケア広告市場を牽引する主要因は何か？
COVID-19が米国のヘルスケア広告市場に与えた影響は？
製品タイプに基づく米国のヘルスケア広告市場の内訳は？
米国ヘルスケア広告市場の主要プレイヤー/企業は？

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目次

1 Preface
2 Scope and Methodology
2.1 Objectives of the Study
2.2 Stakeholders
2.3 Data Sources
2.3.1 Primary Sources
2.3.2 Secondary Sources
2.4 Market Estimation
2.4.1 Bottom-Up Approach
2.4.2 Top-Down Approach
2.5 Forecasting Methodology
2.6 Study Assumptions
3 Executive Summary
4 An Overview of Healthcare Advertising in the United States
5 What Drives the Healthcare Advertising Market in the US?
5.1 Digitalization and other Technological Advancements
5.2 Increasing Presence of Generic and Me-too Drugs
5.3 Government Regulations Supporting DTC Advertising
5.4 Launch of New Drugs
5.5 Increased Consumer Reach through Mobile Advertising
5.6 Other Key Drivers
6 Healthcare Advertising Market: Value Chain
6.1 DTC Advertising
6.2 Detailing
7 Current Trends in Healthcare Advertising
7.1 Focus on Content
7.2 Rise of Multichannel Marketing
7.3 Targeting Consumers with Local Advertising
7.4 Reliance on Social Media
7.5 Surging Mobile Marketing
7.6 Consumers Becoming Researchers
7.7 Information Dispensed through Videos
7.8 Increasing Importance of Online Reviews
8 US Healthcare Advertising Market: SWOT Analysis
8.1 Overview
8.2 Strengths
8.3 Weaknesses
8.4 Opportunities
8.5 Threats
9 US Healthcare Advertising Market: Porter’s Five Forces Analysis
9.1 Overview
9.2 Bargaining Power of Buyers
9.3 Bargaining Power of Suppliers
9.4 Degree of Rivalry
9.5 Threat of New Entrants
9.6 Threat of Substitutes
10 US Healthcare Advertising Market
10.1 Historical and Current Market Trends
10.2 Impact of COVID-19
10.3 Market Breakup by Product Type
10.3.1 Pharmaceuticals (Small Molecule Drugs) Advertising Market
10.3.1.1 Historical, Current and Future Trends
10.3.1.2 Market Breakup by Advertising Channel
10.3.1.3 Advertising Spend by Key Players
10.3.2 Biopharmaceuticals Market
10.3.2.1 Historical, Current and Future Market Trends
10.3.2.2 Market Breakup by Advertising Channel
10.3.2.3 Advertising Spend by Key Players
10.3.3 Vaccines Market
10.3.3.1 Historical, Current and Future Market Trends
10.3.3.2 Market Breakup by Advertising Channel
10.3.3.3 Advertising Spend by Key Players
10.3.4 Over-the-Counter Drugs Market
10.3.4.1 Historical, Current and Future Market Trends
10.3.4.2 Market Breakup by Channel
10.3.4.3 Advertising Spend by Key Players
11 Major Players: Sales and Advertising Spend
11.1 Advertising Spend by Major Pharma Companies
11.1.1 Johnson & Johnson
11.1.1.1 US Sales
11.1.1.2 Advertising Spend by Channel
11.1.1.3 Global Sales and Advertising Spend
11.1.2 Pfizer
11.1.2.1 US Sales
11.1.2.2 Advertising Spend by Channel
11.1.2.3 Global Sales and Advertising Spend
11.1.3 Merck & Co.
11.1.3.1 US Sales
11.1.3.2 Advertising Spend on Different Segments
11.1.3.3 Global Sales and Advertising Spend
11.1.4 Glaxosmith Kline
11.1.4.1 US Sales
11.1.4.2 Advertising Spend on Different Segments
11.1.4.3 Global Sales and Advertising Spend
11.1.5 Eli Lilly
11.1.5.1 US Sales
11.1.5.2 Advertising Spend on Different Segments
11.1.5.3 Global Sales and Advertising Spend
11.1.6 Novartis
11.1.6.1 US Sales
11.1.6.2 Total Sales of Different Segments
11.1.6.3 Global Sales and Advertising Spend
11.1.6.4 Global Sales and Advertising Spend
11.1.7 Sanofi
11.1.7.1 US Sales
11.1.7.2 Advertising Spend on Different Segments
11.1.7.3 Global Sales and Advertising Spend
11.1.8 AstraZeneca
11.1.8.1 US Sales
11.1.8.2 Advertising Spend on Channel
11.1.8.3 Global Sales and Advertising Spend
11.1.9 Roche
11.1.9.1 US Sales
11.1.9.2 Advertising Spend on Different Segments
11.1.9.3 Global Sales and Advertising Spend
11.1.10 Bayer Healthcare
11.1.10.1 US Sales
11.1.10.2 Advertising Spend on Different Channel
11.1.10.3 Global Sales and Advertising Spend
11.1.11 Bristol- Myers Squibb
11.1.11.1 US Sales
11.1.11.2 Advertising Spend by Channels
11.1.11.3 Global Sales and Advertising Spend
12 Market Challenges
12.1 Trust Gap between Consumers and Advertisers
12.2 Strict Rules and Regulations by FDA
12.3 Unethical Practices
12.4 Macroeconomic Scenario
12.5 Other Challenges

List of Figures

Figure 1: US: Breakup of Healthcare Market
Figure 2: US: Healthcare Industry Digital Ad Spending (in Billion US$), 2017-2022
Figure 3: United States: Healthcare Advertising Industry: Value Chain Analysis of DTC Advertising
Figure 4: US: Healthcare Advertising Industry: SWOT Analysis
Figure 5: US: Healthcare Advertising Industry: Porter’s Five Forces Analysis
Figure 6: US: Healthcare Advertising Market: Sales Value (in Billion US$), 2017-2022
Figure 7: US: Healthcare Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028
Figure 8: US: Healthcare Advertising Market: Breakup by Product Type (in %), 2022
Figure 9: US: Pharmaceutical (Small Molecule Drugs) Market: Sales Value (in Billion US$), 2017-2022
Figure 10: US: Pharmaceutical (Small Molecule Drugs) Market Forecast: Sales Value (in Billion US$), 2023-2028
Figure 11: US: Pharmaceutical (Small Molecule Drugs) Market: Advertising Spend (in Billion US$), 2017-2022
Figure 12: US: Pharmaceutical (Small Molecule Drugs) Market Forecast: Advertising Spend (in Billion US$), 2023-2028
Figure 13: US: Pharmaceutical (Small Molecule Drugs) Market Advertising Spend Breakup by Channels (in Billion US$), 2017-2022
Figure 14: US: Biopharmaceutical Market: Sales Value (in Billion US$), 2017-2022
Figure 15: US: Biopharmaceutical Market Forecast: Sales Value (in Billion US$), 2023-2028
Figure 16: US: Biopharmaceutical Market: Advertising Spend (in Billion US$), 2017-2022
Figure 17: US: Biopharmaceutical Market Forecast: Advertising Spending (in Billion US$), 2023-2028
Figure 18: US: Biopharmaceutical Market: Advertising Spend: Breakup by Channels (in %), 2022
Figure 19: US: Biopharmaceutical Market: Advertising Spend: Breakup by Different Providers (in %), 2022
Figure 20: US: Vaccines Market: Sales Value (in Billion US$), 2017-2022
Figure 21: US: Vaccines Market Forecast: Sales Value (in Billion US$), 2023-2028
Figure 22: US: Vaccines Market: Advertising Spend (in Billion US$), 2017-2022
Figure 23: US: Vaccines Market Forecast: Advertising Spend (in Billion US$), 2023-2028
Figure 24: US: OTC Drugs Market: Sales Value (in Billion US$), 2017-2022
Figure 25: US: OTC Drugs Market: Sales Forecast (in Billion US$), 2023-2028
Figure 26: US: OTC Drugs Market: Advertising Spend (in Billion US$), 2017-2022
Figure 27: US: OTC Drugs Market Forecast: Advertising Spend (in Billion US$), 2023-2028
Figure 28: US: OTC Drugs Market: Advertising Spend: Breakup by Channels (in %)
Figure 29: US: Advertising Spend by Top Companies Breakup (in %),
Figure 30: US: Pharmaceutical Marketing: Expenditure Breakup by Type (in %),
Figure 31: Johnson & Johnson: The US and Rest of the World Sales (in Billion US$), 2014-2017
Figure 32: Johnson & Johnson: Advertising Spend: Breakup by Different Channels (in %), 2017
Figure 33: Johnson & Johnson: Global Sales and Advertising Spend (in Billion US$), 2014-2017
Figure 34: Pfizer: US and Rest of the World Sales (in Billion US$), 2014-2017
Figure 35: Pfizer: Advertising Spend: Breakup by Different Channels in the US (in %), 2017
Figure 36: Pfizer: Global Sales and Advertising Spend (in Billion US$), 2014-2017
Figure 37: Merck & Co.: US and Rest of the World Sales (in Billion US$), 2014-2017
Figure 38: Merck & Co.: Breakup of Spending on Different Divisions (in %), 2017
Figure 39: Merck & Co.: Global Sales and Advertising Spend (in Billion US$), 2014-2017
Figure 40: Glaxosmith Kline: US and Rest of the World Sales (in Billion US$), 2014-2017
Figure 41: GSK: Breakup of Spending on Different Channels (in %), 2017
Figure 42: GSK: Global Sales and Advertising Spend (in Billion US$), 2014-2017
Figure 43: Eli Lilly: US and Rest of the World Sales (in Billion US$), 2014-2017
Figure 44: Eli Lilly: Breakup of Spending on Different Channel (in %), 2017
Figure 45: Eli Lilly: Global Sales and Advertising Spend (in Billion US$), 2014-2017
Figure 46: Novartis: US and Rest of the World Sales (in Billion US$), 2014-2017
Figure 47: Novartis: Breakup of Spending on Different Channel (in %), 2017
Figure 48: Novartis: Global Sales and Advertising Spend (in Billion US$), 2014-2017
Figure 49: Sanofi: US and Rest of the World Sales (in Billion US$), 2014-2017
Figure 50: Sanofi: Breakup of Spending on Different Products (in %), 2015
Figure 51: Sanofi: Global Sales and Advertising Spend (in Billion US$), 2014-2017
Figure 52: AstraZeneca: US and Rest of the World Sales (in Billion US$), 2014-2017
Figure 53: AstraZeneca: Advertising Spend: Breakup by Different Channels in the US (in %), 2012
Figure 54: AstraZeneca: Global Sales and Advertising Spend (in Billion US$), 2014-2017
Figure 55: Roche: US and Rest of the World Sales (in Billion US$), 2014-2017
Figure 56: Roche: Breakup of Spending on Different Divisions (in %), 2015
Figure 57: Roche: Global Sales and Advertising Spend (in Billion US$), 2014-2017
Figure 58: Bayer Healthcare: US and Rest of the World Sales (in Billion US$), 2014-2017
Figure 59: Bayer Healthcare: Breakup of Spending on Different Channels (in %), 2015
Figure 60: Bayer Healthcare: Global Sales and Advertising Spend (in Billion US$), 2014-2017
Figure 61: Bristol-Myers Squibb: US and Rest of the World Sales (in Billion US$), 2014-2017
Figure 62: Bristol-Myers Squibb: Breakup of Spending on Different Channels (in %), 2014
Figure 63: Bristol-Myers Squibb: Global Sales and Advertising Spend (in Billion US$), 2014-2017

List of Tables

Table 1: US: Pharmaceutical (Small Molecule Drugs) Market: Advertising Spend by Key Players
Table 2: US: Biopharmaceutical Market: Advertising Spend by Key Players (in US$ Million)
Table 3: US: Vaccines Market: Advertising Spend by Key Players
Table 4: US: OTC Drugs Market: Advertising Spend by Key Players
Table 5: US: Advertising Spend by Major Players, (in Million US$)
Table 6: Merck & Co.: Total Spending on Different Divisions (in Million US$), 2017
Table 7: GSK: Advertising Spend on Different Channels (in Million US$), 2017
Table 8: Eli Lilly: Advertising Spend on Different Channels (in Million US$), 2017
Table 9: Novartis: Total Sales of Different Segments (in Million US$), 2017
Table 10: Sanofi: Advertising Spend on Different Products (in Million US$), 2015
Table 11: AstraZeneca: Advertising Spend on Different Channels in the US (in US$ Million), 2012
Table 12: Roche: Total Spending on Different Divisions (in Million US$), 2015