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Healthcare Direct Marketing Channel Utilization

SK&A’s 2014 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 year of 2014.

MARKETING CHANNEL PREFERENCES

Primary Channel
Number of Records
% of Total Records
Direct Mail
288,474,182
59.7%
Analytics
112,997,040
23.4%
Directory
45,113,576
9.3%
Email
35,426,906
7.3%
Fax
676,195
0.1%
Telemarketing
575,976
0.1%
TOTAL
483,263,875
100%

RECORDS PURCHASED, BY INDUSTRY

Industry
Number of Records
% of Total Records
Med. Equip./Tech./Manufact.
127,339,521
26.3%
Publishing/Catalogs/Web Directories
103,247,517
21.4%
Healthcare Consultants/Market Research
87,144,756
18.0%
Financial Inst/Credit Card Co/Banks
40,219,165
8.3%
Non-Health/Food/Pharma Retail
37,840,242
7.8%
Pharmaceutical/Biotech
20,864,372
4.3%
Insurance/Claims/Transcription
20,018,578
4.1%
Trade/Medical/Non-Profits/Med. Groups
13,544,466
2.8%
Medical Training/Education/Universities
11,980,602
2.5%
List Brokers
10,539,693
2.2%
Advertising Agencies
9,995,845
2.1%
Recruiters Healthcare/Jobs
509,500
0.1%
Unknown
18,967
0.0%
Retail Buying Group
651
0.0%
TOTAL
483,263,875
100%