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Healthcare Direct Marketing Channel Utilization

SK&A’s 2015 Report on Marketing Channel Utilization

What marketing channel is most often used to reach healthcare practitioners? Which industries are using these channels the most? The answers to complex questions about non-personal promotion to healthcare practitioners and facilities are now available in a series of annual reports. Below are the results of the study for the first half of 2015.

MARKETING CHANNEL PREFERENCES

Primary Channel
Number of Records
% of Total Records
Direct Mail
164,139,905
69.0%
Analytics
49,768,018
21.0%
Email
16,016,884
7.0%
Directory
7,367,962
3.0%
Fax
1,030,537
0.4%
Telemarketing
354,404
0.1%
TOTAL
238,677,710
100%

RECORDS PURCHASED, BY INDUSTRY

Industry
Number of Records
% of Total Records
Med. Equip./Tech./Manufact.
58,493,991
25%
Healthcare Consultants/Market Research
49,250,867
21%
Publishing/Catalogs/Web Directories
47,470,423
20%
Pharmaceutical/Biotech
27,178,084
11%
Financial Inst/Credit Card Co/Banks
19,284,279
8%
Non-Health/Food/Pharma Retail
11,393,546
5%
Insurance/Claims/Transcription
7,558,321
3%
List Brokers
5,116,568
2%
Advertising Agencies
4,745,640
2%
Medical Training/Education/Universities
4,023,819
2%
Trade/Medical/Non-Profits/Med. Groups
3,544,400
1%
Recruiters Healthcare/Jobs
308,705
0%
Government (State & Federal)
177,208
0%
Unknown
121,859
0%
TOTAL
238,677,710
100%