헬스케어 마케팅 서비스 시장 : 시장 점유율 분석, 업계 동향 및 통계, 성장 예측(2026-2031년)

According to Mordor Intelligence, the healthcare marketing services market size is projected to expand from USD 53.73 billion in 2025 to USD 56.82 billion in 2026, and to USD 79.81 billion by 2031, registering a CAGR of 7.03% between 2026 and 2031.

This report is Segmented by Service Type (Digital Marketing Services, Brand Strategy and Creative Services, Reputation, Public Relations, and Advocacy Services, and More), End-User (Healthcare Providers and Health Systems, Pharmaceutical and Biotechnology Companies, Medical Device and Diagnostics Companies, and More), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

Insights and Trends of Healthcare Marketing Services

Rise of Patient Self-Navigation Across Search, Social, and AI

The healthcare marketing services market is responding to a patient journey that increasingly starts before a clinical interaction. KFF reported that 29% of US adults used AI chatbots monthly for health advice in 2026, compared with 17% in mid-2024. KFF also found that search engines, social media, and AI tools influence how people seek health information and advice. Pew Research Center found that users viewed health information from AI chatbots as convenient more often than accurate. This gap places greater weight on clear provider information, clinical credentials, and current answers that can be understood outside a traditional clinical setting. Healthcare organizations need their digital presence to guide patients from early research to appropriate care options without overstating medical claims.

Expansion of Digital Front Door and Online Scheduling Investment

Healthcare providers are investing in patient access systems that connect public-facing communications with appointment completion. Assort Health raised USD 120 million in June 2026 to expand AI-agent deployment across the patient journey. The company stated that its platform supported a 5% increase in appointment volume and a 115% increase in labor capacity for deployments. When scheduling is simple and responsive, provider campaigns can be evaluated by booked appointments rather than web traffic alone. This change broadens agency assignments from awareness work to journey design, contact-center coordination, and appointment conversion measurement. The healthcare marketing services market sees recurring demand as hospitals and health systems continue to improve patient access pathways.

Privacy Litigation Around Tracking Pixels and Consent

Privacy enforcement limits the use of tracking tools that once supported routine campaign measurement. The US Department of Health and Human Services has stated that regulated entities must protect individually identifiable health information when using online tracking technologies. In July 2026, the Federal Trade Commission and the states of Utah and California sued Hims and Hers over alleged sharing of sensitive health information through advertising pixels. The complaint shows how data collection and advertising practices can create legal, financial, and reputational exposure. Marketing teams must replace or redesign measurement practices that cannot meet privacy requirements. The healthcare marketing services market rewards firms that can use consented data, privacy-safe analytics, and appropriate contractual controls while retaining useful measurement.

Other drivers and restraints analyzed in the detailed report include:

1. Growth of Omnichannel Commercialization and Personalization Programs
2. Intensifying Reputation Management and Review-Driven Patient Choice
3. Fragmented Data and Slow Medical, Legal, and Regulatory Review Cycles

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

Digital Marketing Services held 37.20% of the healthcare marketing services market share in 2025, making it the largest service category. The segment includes search marketing, programmatic patient targeting, paid social activity, and other digital channels used by pharmaceutical companies and providers. Its scale reflects the need to reach patients and HCPs across channels where performance can be observed and adjusted. Digital work still depends on reliable content, appropriate targeting, and compliant collection of campaign information. Analytics, Insights, and Compliance Services is projected to expand at a 7.83% CAGR from 2026 to 2031, the fastest pace among service types.

The healthcare marketing services market size for analytics, insights, and compliance work is driven by the need to rebuild measurement when pixel-based attribution is limited. Organizations need practical ways to connect media activity with patient inquiries, appointments, HCP engagement, and other permitted outcomes. This includes server-side analytics, secure data handling, consent records, and reporting designed for healthcare clients. Brand Strategy and Creative Services remain important because brand information must work across AI-generated answers, traditional media, and point-of-care settings. Reputation, Public Relations, and Advocacy Services are also becoming more relevant as provider information, patient feedback, and clinical credibility influence digital discovery.

Complete Report Scope:

• By Service Type
  • Digital Marketing Services
  • Brand Strategy and Creative Services
  • Reputation, Public Relations, and Advocacy Services
  • Analytics, Insights, and Compliance Services
• By End-User
  • Healthcare Providers and Health Systems
  • Pharmaceutical and Biotechnology Companies
  • Medical Device and Diagnostics Companies
  • Health Insurance Payers and Health Plans
• By Geography
  • North America
    • United States
    • Canada
    • Mexico
  • South America
    • Brazil
    • Argentina
    • Chile
    • Rest of South America
  • Europe
    • Germany
    • United Kingdom
    • France
    • Italy
    • Spain
    • Netherlands
    • Russia
    • Rest of Europe
  • Asia-Pacific
    • China
    • Japan
    • India
    • Australia
    • South Korea
    • Singapore
    • Rest of Asia-Pacific
  • Middle East
    • Saudi Arabia
    • United Arab Emirates
    • Turkey
    • Israel
    • Rest of Middle East
  • Africa
    • South Africa
    • Egypt
    • Nigeria
    • Kenya
    • Rest of Africa

Geography Analysis

North America accounted for 46.80% of the healthcare marketing services market share in 2025. The region has substantial pharmaceutical promotion, an established healthcare advertising infrastructure, and early adoption of healthcare-focused AI tools. US enforcement activity has also made privacy-safe data practices central to agency selection. The Federal Trade Commission's July 2026 action against Hims and Hers highlighted ongoing scrutiny of the use of sensitive health information in advertising systems. Agencies that can meet privacy, FDA-awareness, and healthcare data requirements have an advantage over general digital marketing firms.

Asia-Pacific is projected to expand at a 7.91% CAGR from 2026 to 2031, the fastest regional rate. Growth reflects pharmaceutical expansion, digital health investment, mobile-first care behavior, and increasing demand for patient engagement tools. India's digital health programs have created important infrastructure for broader healthcare digitization. China's healthcare platforms are supporting AI-enabled chronic disease management and new forms of pharmaceutical engagement. Japan and South Korea require market-specific data protection approaches, which adds complexity for international agencies. The healthcare marketing services market size in Asia-Pacific is therefore shaped by both commercial expansion and differing local data rules.

Europe is implementing the European Health Data Space framework, which entered into force in 2025 and sets a common approach to health data access and use across the European Union. France updated its national digital health doctrine in 2026 to reflect the European Health Data Space requirements and AI ethics for the use of health data. South America has an emerging digital health ecosystem, with Brazil providing a large share of the region's health technology activity. Demand in the Middle East and Africa is driven by competition among private hospitals in Saudi Arabia and the United Arab Emirates, as well as pharmaceutical expansion in major African cities.

1. Omnicom Group Inc.
2. Publicis Groupe S.A.
3. WPP plc
4. Havas Health & You
5. Indegene Limited
6. Real Chemistry, Inc.
7. IQVIA Inc.
8. Accenture plc
9. Klick Inc.
10. Avalere Health Topco Limited
11. OPEN Health Communications LLP
12. Merkle Inc.
13. Syneos Health, Inc.
14. Cognizant Technology Solutions Corporation
15. EVERSANA, LLC
16. GCI Health, LLC
17. Experian plc
18. PatientPoint, LLC
19. CMI Media Group

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET LANDSCAPE

• 4.1 Market Overview
• 4.2 Market Drivers
  • 4.2.1 Rise of Patient Self-Navigation Across Search, Social, and AI
  • 4.2.2 Expansion of Digital Front Door and Online Scheduling Investment
  • 4.2.3 Growth of Omnichannel Commercialization and Personalization Programs
  • 4.2.4 Intensifying Reputation Management and Review-driven Patient Choice
  • 4.2.5 Generative Engine Optimization and AI Directory Visibility Spend
  • 4.2.6 Telemedicine Advertising Liberalization in Select Regulated Markets
• 4.3 Market Restraints
  • 4.3.1 Privacy Litigation Around Tracking Pixels and Consent
  • 4.3.2 Fragmented Data and Slow Medical, Legal, and Regulatory Review Cycles
  • 4.3.3 Zero-click Search Erodes Traditional SEO Economics
  • 4.3.4 Platform Certification and Content-policy Volatility
• 4.4 Impact of Macroeconomic Factors on the Market
• 4.5 Industry Value Chain Analysis
• 4.6 Regulatory Landscape
• 4.7 Technological Outlook
• 4.8 Porter's Five Forces Analysis
  • 4.8.1 Bargaining Power of Buyers
  • 4.8.2 Bargaining Power of Suppliers
  • 4.8.3 Threat of New Entrants
  • 4.8.4 Threat of Substitutes
  • 4.8.5 Intensity of Competitive Rivalry

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

• 5.1 By Service Type
  • 5.1.1 Digital Marketing Services
  • 5.1.2 Brand Strategy and Creative Services
  • 5.1.3 Reputation, Public Relations, and Advocacy Services
  • 5.1.4 Analytics, Insights, and Compliance Services
• 5.2 By End-User
  • 5.2.1 Healthcare Providers and Health Systems
  • 5.2.2 Pharmaceutical and Biotechnology Companies
  • 5.2.3 Medical Device and Diagnostics Companies
  • 5.2.4 Health Insurance Payers and Health Plans
• 5.3 By Geography
  • 5.3.1 North America
    • 5.3.1.1 United States
    • 5.3.1.2 Canada
    • 5.3.1.3 Mexico
  • 5.3.2 South America
    • 5.3.2.1 Brazil
    • 5.3.2.2 Argentina
    • 5.3.2.3 Chile
    • 5.3.2.4 Rest of South America
  • 5.3.3 Europe
    • 5.3.3.1 Germany
    • 5.3.3.2 United Kingdom
    • 5.3.3.3 France
    • 5.3.3.4 Italy
    • 5.3.3.5 Spain
    • 5.3.3.6 Netherlands
    • 5.3.3.7 Russia
    • 5.3.3.8 Rest of Europe
  • 5.3.4 Asia-Pacific
    • 5.3.4.1 China
    • 5.3.4.2 Japan
    • 5.3.4.3 India
    • 5.3.4.4 Australia
    • 5.3.4.5 South Korea
    • 5.3.4.6 Singapore
    • 5.3.4.7 Rest of Asia-Pacific
  • 5.3.5 Middle East
    • 5.3.5.1 Saudi Arabia
    • 5.3.5.2 United Arab Emirates
    • 5.3.5.3 Turkey
    • 5.3.5.4 Israel
    • 5.3.5.5 Rest of Middle East
  • 5.3.6 Africa
    • 5.3.6.1 South Africa
    • 5.3.6.2 Egypt
    • 5.3.6.3 Nigeria
    • 5.3.6.4 Kenya
    • 5.3.6.5 Rest of Africa

6 COMPETITIVE LANDSCAPE

• 6.1 Market Concentration
• 6.2 Strategic Moves
• 6.3 Market Share Analysis
• 6.4 Company Profiles (includes Global Level Overview, Market Level Overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share, Products and Services, Recent Developments)
  • 6.4.1 Omnicom Group Inc.
  • 6.4.2 Publicis Groupe S.A.
  • 6.4.3 WPP plc
  • 6.4.4 Havas Health & You
  • 6.4.5 Indegene Limited
  • 6.4.6 Real Chemistry, Inc.
  • 6.4.7 IQVIA Inc.
  • 6.4.8 Accenture plc
  • 6.4.9 Klick Inc.
  • 6.4.10 Avalere Health Topco Limited
  • 6.4.11 OPEN Health Communications LLP
  • 6.4.12 Merkle Inc.
  • 6.4.13 Syneos Health, Inc.
  • 6.4.14 Cognizant Technology Solutions Corporation
  • 6.4.15 EVERSANA, LLC
  • 6.4.16 GCI Health, LLC
  • 6.4.17 Experian plc
  • 6.4.18 PatientPoint, LLC
  • 6.4.19 CMI Media Group

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-Space and Unmet-Need Assessment