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Healthcare Direct Marketing Channel Utilization

SK&A’s 2013 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 2013.

MARKETING CHANNEL PREFERENCES

Primary Channel
Number of Records
% of Total Records
Direct Mail and Sales
279,338,562
66.0%
Analytics
88,973,897
21.0%
Directory
29,735,607
7.0%
Email
23,151,515
5.5%
Fax
1,451,568
0.3%
Telemarketing
519,594
0.1%
TOTAL
423,170,743
100%

RECORDS PURCHASED, BY INDUSTRY

Industry
Number of Records
% of Total Records
Publishing/Catalogs/Web Directories
90,640,531
21.4%
Med. Equip./Tech./Manufact.
85,961,003
20.3%
Healthcare Consultants/Market Research
73,525,721
17.4%
Non-Health/Food/Pharma Retail
44,010,586
10.4%
Financial Inst/Credit Card Co/Banks
36,962,174
8.7%
Pharmaceutical/Biotech
25,476,359
6.0%
Insurance/Claims/Transcription
19,126,835
4.5%
Medical Training/Education/Universities
16,483,348
3.9%
List Brokers
11,590,795
2.7%
Advertising Agencies
7,524,447
1.8%
Trade/Medical/Non-Profits/Med. Groups
5,945,071
1.4%
Unknown
5,005,492
1.2%
Other
918,381
0.2%
TOTAL
423,170,743
100%