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Pathmatics Blog

The State of Health & Wellness Ads Report 2022

February 02 2022 by Yuwen Huang

As the U.S. continues to adapt to the COVID-19 pandemic, there is more attention than ever on the health and wellness space, from COVID vaccines to rapid tests. This ever-changing medical landscape made it essential for advertisers to quickly adjust their spending and creative strategies to keep up with the latest trends.

Pathmatics has recently released new, deeper categories in Explorer, allowing you to find insights into Health & Wellness advertising like never before. Our State of Health & Wellness Ads Report provides an in-depth analysis of the latest advertising trends, from prescription and nonprescription drugs to COVID-19 vaccines to flu shots.

Infection medication ad spending grew rapidly in 2021

In 2019, Infections ranked as the No. 10 subcategory under Prescription & Nonprescription Drugs. Infections brands’ ad spending has climbed following the outbreak of COVID-19 and in 2021 in particular. Top brands in the Infection subcategory included Biktarvy and EPCLUSA from Gilead Sciences, Eli Lily, GlaxoSmithKline, and Pfizer. Pain Relief & Management was the only subcategory with higher spending in 2021.

Check out our State of Health & Wellness Ads Report!


Comparing this with the same period in 2020, Infections ad spending increased roughly 250 percent to more than $42 million in Q4 2021. In contrast, Metabolic Diseases brands’ ad spending has decreased since its peak in Q3 2020.

Download the full report to discover the latest Health & Wellness trends!

Download the full State of Health & Wellness Ads Report in PDF form below for more in-depth analysis on the latest Health & Wellness advertising trends, including:

  • Top advertisers and trends across Vitamins & Supplements, Pharmacies, and Hospitals & Health Clinics
  • A look at the subcategories driving Prescription & Nonprescription Drug ad spend
  • The shift in strategies around COVID-19 vaccines and testing
  • How the pandemic has affected flu shot advertising
  • And so much more!

Download the Full Report

About Author
Yuwen Huang

After earning her BS in Statistics, Yuwen had 3 years of experience in marketing & purchasing strategy analysis. She then made the transition to the digital advertising industry in 2021 and has been focusing on digital ad analysis, competitors’ comparison analysis.

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