2026-2030年全球醫療保健專業人員媒體企劃與購買市場

預計從 2025 年到 2030 年，全球醫療保健專業人士的媒體策劃和採購市場將成長至 54.558 億美元，預測期內複合年成長率為 9.2%。

這份針對全球醫療保健專業人員媒體策劃和採購市場的報告提供了全面的分析，包括市場規模和預測、趨勢、成長要素、挑戰以及涵蓋約 25 家供應商的供應商分析。

本報告對當前市場狀況、最新趨勢和促進因素以及整體市場環境進行了最新分析。推動該市場成長的因素包括：程式化POC和EHR媒體採購的加速普及、人工智慧和即時計費數據在精準規劃中的整合，以及經認證的本地醫療保健網路和精選發布生態系統的蓬勃發展。

本研究客觀地結合了一手和二手訊息，包括主要行業相關人員的意見。報告內容涵蓋主要公司分析、全面的市場規模數據、區域細分分析以及供應商格局。報告包含歷史數據和預測數據。

本研究指出，聯網電視和先進影片串流媒體在醫療保健宣傳活動拓展，將是未來幾年全球醫療保健媒體規劃和採購市場成長的關鍵促進因素之一。此外，將現場負責人活動與數位付費媒體採購結合，以及隱私保護型資料潔淨室和第一方聯盟的實施，預計也將帶來顯著的市場需求。

目錄

第1章：執行摘要

第2章 Technavio 分析

• 分析定價、生命週期、顧客購買籃子、採用率和購買標準。
• 輸入的重要性及差異化因素
• 干擾因素
• 促進因素和挑戰的影響

第3章 市場狀況

• 市場生態系統
• 市場特徵
• 價值鏈分析

第4章 市場規模

• 市場的定義
• 市場區隔分析
• 2025年市場規模
• 市場展望，2025-2030年

第5章 市場規模與表現

• 2020-2024年全球醫療保健專業人士媒體企劃與購買市場
• 2020-2024年基於通路的細分市場分析
• 2020-2024年服務型市場區隔分析
• 2020年至2024年最終用戶細分市場分析
• 區域區隔市場分析，2020-2024 年
• 2020-2024年各國細分市場分析

第6章 定性分析

• 人工智慧的影響：全球醫療保健專業人士的媒體策劃和購買市場
• 地緣政治衝突的影響：全球醫療保健專業人士的媒體策劃和購買市場。

第7章：五力分析

第8章 市場區隔：按通路

• 比較：按頻道
• 數位媒體
• 傳統媒體
• 即時偵測媒體
• 市場機會：按通路分類

第9章 市場區隔：依服務

• 比較：按服務
• 媒體採購與執行
• 媒體策略與規劃
• 媒體測量與最佳化
• 市場機會：依服務分類

第10章 市場區隔：依最終用戶分類

• 比較：按最終用戶
• 製藥公司
• 醫療設備製造商
• 醫療保健提供者
• 市場機會：依最終用戶分類

第11章 客戶情況

第12章 區域情勢

• 區域細分
• 區域比較
• 北美洲
  • 美國
  • 加拿大
  • 墨西哥
• 歐洲
  • 德國
  • 英國
  • 法國
  • 義大利
  • 西班牙
  • 荷蘭
• 亞太地區
  • 中國
  • 日本
  • 印度
  • 韓國
  • 澳洲
  • 印尼
• 南美洲
  • 巴西
  • 阿根廷
  • 哥倫比亞
• 中東和非洲
  • 沙烏地阿拉伯
  • UAE
  • 土耳其
  • 南非
  • 以色列
• 市場機會：按地區分類

第13章 促進因素、挑戰與機遇

• 市場促進因素
• 市場挑戰
• 促進因素和挑戰的影響
• 市場機遇

第14章 競爭格局

• 概述
• 競爭格局
• 混亂局面
• 產業風險

第15章 競爭分析

• 公司簡介
• 公司排名指標
• 企業市場定位
• Avalere Health
• ButlerTill
• CMI Media Group
• Dentsu Group Inc.
• Eversana Intouch
• Fingerpaint Group
• Havas Health and You
• Heartbeat
• Inizio Evoke
• Klick Inc.
• Ogilvy
• Precision AQ International
• Real Chemistry
• Spectrum Science Communications, LLC
• Syneos Health Inc.

第16章附錄

The global healthcare professional media planning and buying market is forecasted to grow by USD 5455.8 mn during 2025-2030, accelerating at a CAGR of 9.2% during the forecast period. The report on the global healthcare professional media planning and buying market provides a holistic analysis, market size and forecast, trends, growth drivers, and challenges, as well as vendor analysis covering around 25 vendors.

The report offers an up-to-date analysis regarding the current market scenario, the latest trends and drivers, and the overall market environment. The market is driven by accelerated adoption of programmatic poc and ehr media buying, integration of ai and real time claims data into precision planning, proliferation of authenticated endemic medical networks and curated publishing ecosystems.

The study was conducted using an objective combination of primary and secondary information including inputs from key participants in the industry. The report contains a comprehensive market size data, segment with regional analysis and vendor landscape in addition to an analysis of the key companies. Reports have historic and forecast data.

Technavio's global healthcare professional media planning and buying market is segmented as below:

By Channel

• Digital media
• Traditional media
• Point-of-care media

By Service

• Media buying and execution
• Media strategy and planning
• Media measurement and optimization

By End-User

• Pharmaceutical companies
• Medical device manufacturers
• Healthcare provider organizations

Geography

• North America
  • US
  • Canada
  • Mexico
• Europe
  • Germany
  • UK
  • France
  • Italy
  • Spain
  • The Netherlands
• APAC
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Indonesia
• South America
  • Brazil
  • Argentina
  • Colombia
• Middle East and Africa
  • UAE
  • Turkey
  • South Africa
• Rest of World (ROW)

This study identifies the expansion of connected tv and advanced video delivery in hcp campaigns as one of the prime reasons driving the global healthcare professional media planning and buying market growth during the next few years. Also, harmonization of field sales representative activity with digital paid media buying and implementation of privacy-preserving data clean rooms and first-party consortiums will lead to sizable demand in the market.

The report on the global healthcare professional media planning and buying market covers the following areas:

• Global healthcare professional media planning and buying market sizing
• Global healthcare professional media planning and buying market forecast
• Global healthcare professional media planning and buying market industry analysis

The robust vendor analysis is designed to help clients improve their market position, and in line with this, this report provides a detailed analysis of several leading global healthcare professional media planning and buying market vendors that include AbelsonTaylor Group, Avalere Health, ButlerTill, CMI Media Group, Criterion Global LLC, Dentsu Group Inc., Eversana Intouch, Fingerpaint Group, Havas Health and You, Heartbeat, Inizio Evoke, Klick Inc., Ogilvy, Omnicom Media Group, Precision AQ International, Real Chemistry, Spectrum Science Communications, LLC, Syneos Health Inc., Vivendi SE. Also, the global healthcare professional media planning and buying market analysis report includes information on upcoming trends and challenges that will influence market growth. This is to help companies strategize and leverage all forthcoming growth opportunities.

The publisher presents a detailed picture of the market by the way of study, synthesis, and summation of data from multiple sources by an analysis of key parameters such as profit, pricing, competition, and promotions. It presents various market facets by identifying the key industry influencers. The data presented is comprehensive, reliable, and a result of extensive primary and secondary research. The market research reports provide a complete competitive landscape and an in-depth vendor selection methodology and analysis using qualitative and quantitative research to forecast accurate market growth.

Table of Contents

1 Executive Summary

• 1.1 Market overview
  • Executive Summary - Chart on Market Overview
  • Executive Summary - Data Table on Market Overview
  • Executive Summary - Chart on Global Market Characteristics
  • Executive Summary - Chart on Market by Geography
  • Executive Summary - Chart on Market Segmentation by Channel
  • Executive Summary - Chart on Market Segmentation by Service
  • Executive Summary - Chart on Market Segmentation by End-user
  • Executive Summary - Chart on Incremental Growth
  • Executive Summary - Data Table on Incremental Growth
  • Executive Summary - Chart on Company Market Positioning

2 Technavio Analysis

• 2.1 Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria
  • Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria
• 2.2 Criticality of inputs and Factors of differentiation
• 2.3 Factors of disruption
• 2.4 Impact of drivers and challenges

3 Market Landscape

• 3.1 Market ecosystem
• 3.2 Market characteristics
• 3.3 Value chain analysis

4 Market Sizing

• 4.1 Market definition
• 4.2 Market segment analysis
  • Market segments
• 4.3 Market size 2025
• 4.4 Market outlook: Forecast for 2025-2030

5 Historic Market Size

• 5.1 Global Healthcare Professional Media Planning And Buying Market 2020 - 2024
  • Historic Market Size - Data Table on Global Healthcare Professional Media Planning And Buying Market 2020 - 2024 ($ million)
• 5.2 Channel segment analysis 2020 - 2024
  • Historic Market Size - Channel Segment 2020 - 2024 ($ million)
• 5.3 Service segment analysis 2020 - 2024
  • Historic Market Size - Service Segment 2020 - 2024 ($ million)
• 5.4 End-user segment analysis 2020 - 2024
  • Historic Market Size - End-user Segment 2020 - 2024 ($ million)
• 5.5 Geography segment analysis 2020 - 2024
  • Historic Market Size - Geography Segment 2020 - 2024 ($ million)
• 5.6 Country segment analysis 2020 - 2024
  • Historic Market Size - Country Segment 2020 - 2024 ($ million)

6 Qualitative Analysis

• 6.1 Impact of AI on Global Healthcare Professional Media Planning and Buying Market
• 6.2 Impact of Geopolitical Conflicts on Global Healthcare Professional Media Planning and Buying Market

7 Five Forces Analysis

• 7.1 Five forces summary
  • Five forces analysis - Comparison between 2025 and 2030
• 7.2 Bargaining power of buyers
  • Bargaining power of buyers - Impact of key factors 2025 and 2030
• 7.3 Bargaining power of suppliers
  • Bargaining power of suppliers - Impact of key factors in 2025 and 2030
• 7.4 Threat of new entrants
  • Threat of new entrants - Impact of key factors in 2025 and 2030
• 7.5 Threat of substitutes
  • Threat of substitutes - Impact of key factors in 2025 and 2030
• 7.6 Threat of rivalry
  • Threat of rivalry - Impact of key factors in 2025 and 2030
• 7.7 Market condition

8 Market Segmentation by Channel

• 8.1 Market segments
• 8.2 Comparison by Channel
• 8.3 Digital media - Market size and forecast 2025-2030
• 8.4 Traditional media - Market size and forecast 2025-2030
• 8.5 Point-of-care media - Market size and forecast 2025-2030
• 8.6 Market opportunity by Channel
  • Market opportunity by Channel ($ million)

9 Market Segmentation by Service

• 9.1 Market segments
• 9.2 Comparison by Service
• 9.3 Media buying and execution - Market size and forecast 2025-2030
• 9.4 Media strategy and planning - Market size and forecast 2025-2030
• 9.5 Media measurement and optimization - Market size and forecast 2025-2030
• 9.6 Market opportunity by Service
  • Market opportunity by Service ($ million)

10 Market Segmentation by End-user

• 10.1 Market segments
• 10.2 Comparison by End-user
• 10.3 Pharmaceutical companies - Market size and forecast 2025-2030
• 10.4 Medical device manufacturers - Market size and forecast 2025-2030
• 10.5 Healthcare provider organizations - Market size and forecast 2025-2030
• 10.6 Market opportunity by End-user
  • Market opportunity by End-user ($ million)

11 Customer Landscape

• 11.1 Customer landscape overview
  • Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria

12 Geographic Landscape

• 12.1 Geographic segmentation
• 12.2 Geographic comparison
• 12.3 North America - Market size and forecast 2025-2030
  • 12.3.1 US - Market size and forecast 2025-2030
  • 12.3.2 Canada - Market size and forecast 2025-2030
  • 12.3.3 Mexico - Market size and forecast 2025-2030
• 12.4 Europe - Market size and forecast 2025-2030
  • 12.4.1 Germany - Market size and forecast 2025-2030
  • 12.4.2 UK - Market size and forecast 2025-2030
  • 12.4.3 France - Market size and forecast 2025-2030
  • 12.4.4 Italy - Market size and forecast 2025-2030
  • 12.4.5 Spain - Market size and forecast 2025-2030
  • 12.4.6 The Netherlands - Market size and forecast 2025-2030
• 12.5 APAC - Market size and forecast 2025-2030
  • 12.5.1 China - Market size and forecast 2025-2030
  • 12.5.2 Japan - Market size and forecast 2025-2030
  • 12.5.3 India - Market size and forecast 2025-2030
  • 12.5.4 South Korea - Market size and forecast 2025-2030
  • 12.5.5 Australia - Market size and forecast 2025-2030
  • 12.5.6 Indonesia - Market size and forecast 2025-2030
• 12.6 South America - Market size and forecast 2025-2030
  • 12.6.1 Brazil - Market size and forecast 2025-2030
  • 12.6.2 Argentina - Market size and forecast 2025-2030
  • 12.6.3 Colombia - Market size and forecast 2025-2030
• 12.7 Middle East and Africa - Market size and forecast 2025-2030
  • 12.7.1 Saudi Arabia - Market size and forecast 2025-2030
  • 12.7.2 UAE - Market size and forecast 2025-2030
  • 12.7.3 Turkey - Market size and forecast 2025-2030
  • 12.7.4 South Africa - Market size and forecast 2025-2030
  • 12.7.5 Israel - Market size and forecast 2025-2030
• 12.8 Market opportunity by geography
  • Market opportunity by geography ($ million)
  • Data Tables on Market opportunity by geography ($ million)

13 Drivers, Challenges, and Opportunity

• 13.1 Market drivers
  • Accelerated adoption of programmatic PoC and EHR media buying
  • Integration of AI and real time claims data into precision planning
  • Proliferation of authenticated endemic medical networks and curated publishing ecosystems
• 13.2 Market challenges
  • Strict regulatory compliance frameworks and cross border data privacy constraints
  • Severe inventory fragmentation and clinician content fatigue across multi-channel environments
  • Escalating identity verification costs and complex prescription attribution methodologies
• 13.3 Impact of drivers and challenges
  • Impact of drivers and challenges in 2025 and 2030
• 13.4 Market opportunities
  • Expansion of connected TV and advanced video delivery in HCP campaigns
  • Harmonization of field sales representative activity with digital paid media buying
  • Implementation of privacy-preserving data clean rooms and first-party consortiums

14 Competitive Landscape

• 14.1 Overview
• 14.2 Competitive Landscape
  • Overview on criticality of inputs and factors of differentiation
• 14.3 Landscape disruption
  • Overview on factors of disruption
• 14.4 Industry risks
  • Impact of key risks on business

15 Competitive Analysis

• 15.1 Companies profiled
  • Companies covered
• 15.2 Company ranking index
  • Company ranking index
• 15.3 Market positioning of companies
  • Matrix on companies position and classification
• 15.4 Avalere Health
  • Avalere Health - Overview
  • Avalere Health - Product / Service
  • Avalere Health - Key offerings
  • SWOT
• 15.5 ButlerTill
  • ButlerTill - Overview
  • ButlerTill - Product / Service
  • ButlerTill - Key offerings
  • SWOT
• 15.6 CMI Media Group
  • CMI Media Group - Overview
  • CMI Media Group - Product / Service
  • CMI Media Group - Key offerings
  • SWOT
• 15.7 Dentsu Group Inc.
  • Dentsu Group Inc. - Overview
  • Dentsu Group Inc. - Business segments
  • Dentsu Group Inc. - Key offerings
  • Dentsu Group Inc. - Segment focus
  • SWOT
• 15.8 Eversana Intouch
  • Eversana Intouch - Overview
  • Eversana Intouch - Product / Service
  • Eversana Intouch - Key offerings
  • SWOT
• 15.9 Fingerpaint Group
  • Fingerpaint Group - Overview
  • Fingerpaint Group - Product / Service
  • Fingerpaint Group - Key offerings
  • SWOT
• 15.10 Havas Health and You
  • Havas Health and You - Overview
  • Havas Health and You - Product / Service
  • Havas Health and You - Key offerings
  • SWOT
• 15.11 Heartbeat
  • Heartbeat - Overview
  • Heartbeat - Product / Service
  • Heartbeat - Key offerings
  • SWOT
• 15.12 Inizio Evoke
  • Inizio Evoke - Overview
  • Inizio Evoke - Product / Service
  • Inizio Evoke - Key offerings
  • SWOT
• 15.13 Klick Inc.
  • Klick Inc. - Overview
  • Klick Inc. - Product / Service
  • Klick Inc. - Key offerings
  • SWOT
• 15.14 Ogilvy
  • Ogilvy - Overview
  • Ogilvy - Product / Service
  • Ogilvy - Key offerings
  • SWOT
• 15.15 Precision AQ International
  • Precision AQ International - Overview
  • Precision AQ International - Product / Service
  • Precision AQ International - Key offerings
  • SWOT
• 15.16 Real Chemistry
  • Real Chemistry - Overview
  • Real Chemistry - Product / Service
  • Real Chemistry - Key offerings
  • SWOT
• 15.17 Spectrum Science Communications, LLC
  • Spectrum Science Communications, LLC - Overview
  • Spectrum Science Communications, LLC - Product / Service
  • Spectrum Science Communications, LLC - Key offerings
  • SWOT
• 15.18 Syneos Health Inc.
  • Syneos Health Inc. - Overview
  • Syneos Health Inc. - Product / Service
  • Syneos Health Inc. - Key offerings
  • SWOT

16 Appendix

• 16.1 Scope of the report
  • Market definition
  • Objectives
  • Notes and caveats
• 16.2 Inclusions and exclusions checklist
  • Inclusions checklist
  • Exclusions checklist
• 16.3 Currency conversion rates for US$
  • Currency conversion rates for US$
• 16.4 Research methodology
  • Research methodology
• 16.5 Data procurement
  • Information sources
• 16.6 Data validation
  • Data validation
• 16.7 Validation techniques employed for market sizing
  • Validation techniques employed for market sizing
• 16.8 Data synthesis
  • Data synthesis
• 16.9 360 degree market analysis
  • 360 degree market analysis
• 16.10 List of abbreviations
  • List of abbreviations