ASI Research has launched a new series profiling the people distributors work with most closely: end-buyers. Each week we’ll release a new data set that spotlights one of eight markets and looks at end-buyers through demographics such as gender, region and company size.

This week, our research focuses on the healthcare industry. Health spending was almost 18% of the United States GDP in 2022, or about $4.5 trillion. According to the National Library of Medicine, the healthcare sector is projected to continue expanding in the next 10 years due to increased scientific and technological development as well as increased patient load. However, this sector will also face major challenges like increasing costs, a higher number of uninsured individuals and less pay for providers.

Healthcare end-buyers of promotional products include hospitals, hospice care, medical staffing agencies, nursing homes, pharmacies, private practices, urgent care and rehabilitation centers. ASI Research found that 34% of healthcare end-buyers purchase health and safety products, the highest of any industry surveyed by ASI. According to Counselor State of the Industry data, the healthcare market generated 10.4% of total promo industry sales in 2022, or about $2.7 billion.

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