The healthcare market remains one of the nation’s largest and fastest-growing sectors, driven by rising demand, technological innovation and demographic shifts. In 2024, total U.S. healthcare spending increased by 7%, reaching more than $5 trillion – about 18% of the country’s GDP. That, however, hasn’t translated into more promo sales, with the market’s merch spending declining from its pandemic-era highs. Healthcare is still the second-largest market for promo products, accounting for $2.2 billion in sales, according to the Counselor State of the Industry Report.
Major trends shaping the market include growth in non-acute care and home health, expansion of digital and health-tech services, and rising adoption of AI and analytics to improve efficiency and patient outcomes. Segments like healthcare software, data analytics and specialty pharmacy are slated for strong growth, with technology-enabled services expanding faster than traditional hospital care.
At the same time, the industry faces economic pressures from inflation-related cost increases, labor shortages and reimbursement challenges that have compressed provider margins as the share of Medicaid and Medicare enrollment grows with an aging population.
For distributor reps, it pays to pitch healthcare promo products to not only the large providers, but the adjacent businesses serving the industry – data/software companies, analytics and consulting firms, and hospices too. In this market, opportunities abound at the intersection of innovation and cost containment.
Read this full feature, with deep dives into the Construction, Nonprofit, Healthcare, Real Estate, Finance and Emerging Markets verticals, on Counselor.
