Consumer Healthcare’s Digital Transformation: Why Creative Quality Matters More Than Ever.

→ Download the Case for Creative Report to see how healthcare brands are leading in digital.

Creative Quality Score: Measures an ad’s digital suitability, indicating whether it meets platform-validated creative best practices for its intended placement.

State of Play

The global consumer healthcare market is set to grow by $189.8 billion between 2025 and 2029, driven by rising digital engagement and shifting consumer behaviors.

Healthcare’s move online in 2020 wasn’t temporary, it was a fundamental shift. Today, 46% of American adults consult social media for health information, outpacing the 44% who turn to physicians. This increasing reliance on digital platforms, fuelled by growing distrust in traditional authorities, has made digital visibility a critical factor for healthcare brands.

Why Now?

Healthcare’s move online is permanent, but brands aren’t keeping pace. Digital advertising is expected to increase from 46% to 49% of global OTC budgets, yet many campaigns are not built for digital environments.

The Opportunity

The average Creative Quality Score for consumer healthcare brands is 76%, with only 52% of ad spend supporting fully optimized creative.

However, brands that focus on creative quality see measurable impact. Every 10% increase in CQS led to a 6.7% reduction in CPCV for consumer healthcare brands.

Who’s Already Tracking CQS?

Leading consumer healthcare brands, including Bayer, are using CQS to drive results. Bayer saw a 107% increase in brand lift on YouTube for ads with a high Creative Quality Score.

→ Download the Case for Creative Report to see how healthcare brands are leading in digital.