On the 30th September, TIPi Group were interviewed by APM Health on the growth of Digital Marketing in the Healthcare Sector. Gareth Owen, Managing Director of TIPi Group, Erika Mendes, Head of Biddable at ROAST, and Jamie Ross-Skinner, Insights Manager at TIPi Group answered questions from Natalie Morrison of APM Health on the growth.
The full interview is available on APM for their subscribers to read and a short synopsis can be read below:
Amidst the global drop in ad spend caused by the COVID-19 pandemic, the Healthcare sector has been one of the most resilient, with a growing share of budgets being pushed towards digital channels.
As in many sectors, the pandemic has led to an accelerated period of digital transformation within Healthcare and this has led to considerable savings on travel for some businesses.
However, the shift towards digital was already well underway, with the targeting options and trackable nature of digital channels lending themselves well to the sector.
Despite some factors causing digital to be eminently suitable for Healthcare, there are also serious barriers, such as the regulations which prohibit advertising pharmaceuticals direct to consumers.
Many healthcare businesses are still at the early stages of their digital marketing journeys, but as digital media consumption continues to grow and health remains front of mind, they are likely to accelerate into the space. As they do so, they will need to conform to best practices, such as clearly defining business objectives and optimising for mobile, in order to ensure optimum effectiveness
Many of the topics discussed in the interview are covered in depth in TIPi Group’s Digital Marketing for Healthcare Whitepaper, and insight-filled and actionable study which is currently available for free download.