About Healthcare Marketing

Healthcare Marketing

Healthcare Marketing is the leading German-language media brand for pharmaceutical and healthcare communication, published monthly in print by the New Business Verlag in Hamburg. Describing itself as the first choice for following the trends and developments in pharma and healthcare communication, the magazine serves as the platform for all market participants in this field, giving a comprehensive overview of the industry. Its audience comprises marketing managers as well as brand, sales, and PR managers across all market segments of the healthcare sector. By bringing together the healthcare sector's demand for media and communication services, the magazine offers the ideal environment for reaching highly qualified contacts and budget decision-makers.

Overview

Healthcare Marketing appears monthly with a print edition, complemented by the daily-updated homepage healthcaremarketing.eu with current industry news and exclusive online content. The newsletter and the LinkedIn social-media presence supply the pharma community with relevant content between issues. The editorial focus lies on topics useful for daily business: the latest developments and success stories of pharmaceutical companies, market trends and insights into current market conditions, highly relevant information and studies, backgrounds on agencies and successful campaigns that communicate health topics effectively, the digitalization of healthcare communication, media platforms and strategies, industry personnel news, and career topics.

The magazine's positioning at the intersection of the pharmaceutical industry, healthcare providers, and the communication agencies that serve them gives it a distinctive role: it is simultaneously a trade journal for pharma marketers and a marketplace for the agencies, media, and service providers that compete for their budgets. The annual Kreativranking (creative ranking) of Germany's most creative healthcare agencies and the Dental Marketing Award are signature institutions that structure the industry's competitive calendar.

History

Healthcare Marketing is published by the New Business Verlag, the Hamburg specialist publisher behind the new-business.de media brand for the communication and media market. The magazine grew out of the recognition that pharmaceutical and healthcare communication had become a distinct professional field with its own agencies, media, regulations, and creative standards, deserving a dedicated trade medium rather than coverage as a sideline of general marketing journals.

Over the years, the brand has expanded from the monthly print magazine into a multi-channel media brand: the daily-updated website, the newsletter, the LinkedIn presence, the e-paper and issue archive, and the awards and rankings. The Kreativranking, published annually, has become the benchmark for creative excellence in German healthcare communication, while the Dental Marketing Award serves the dental industry's marketing community. The magazine's reporting on the industry's business, from agency mergers to publisher acquisitions such as the Gentner Verlag's purchase of the occupational-medicine title ErgoMed, documents the consolidation and professionalization of the healthcare communication market.

Coverage and Content

The editorial program covers the full value chain of healthcare communication. Pharma company coverage follows the industry's marketing organizations: product launches, brand strategies, and the campaigns that support them. Market trends and conditions reporting gives readers orientation in a market shaped by regulation, patent cliffs, and the shift toward specialty and digital health. Studies and background pieces provide the data and analysis that marketing managers need for planning.

Agency coverage is a core pillar: the magazine reports on the healthcare agencies' business, their campaigns, and their creative work, with the Kreativranking providing the annual competitive benchmark. Successful campaigns that communicate health topics effectively are analyzed as case studies. Digitalization coverage addresses the transformation of healthcare communication: digital channels, data-driven marketing, and the platforms and strategies that reach healthcare professionals and patients. Personnel news tracks the industry's leadership changes, and career topics serve the professional development of the readership.

The Rankings and Awards

The Healthcare Marketing Kreativranking, published annually, identifies Germany's most creative healthcare agencies, giving the industry a visible benchmark for creative quality. The ranking's methodology and results are among the most-read content of the year, as agencies use their placement for new-business marketing and clients use it for orientation. The Dental Marketing Award extends the awards logic to the dental industry, honoring excellence in dental marketing.

These institutions give the magazine a role beyond journalism: it sets the standards by which the industry judges creative work and provides the stage on which agencies compete. The awards ceremonies and the accompanying coverage create community moments for an industry that spans pharma companies, agencies, and media. For the winners, the recognition is a business asset; for the magazine, it is a demonstration of its authority in the healthcare communication market.

Market Context

Healthcare communication operates under constraints that make it a distinct discipline. Pharmaceutical advertising is among the most regulated areas of marketing: prescription-drug advertising to the public is prohibited in the EU, professional communication must comply with the Heilversprechen and the industry's codes, and the digital channels that have transformed consumer marketing must be navigated with particular care in healthcare. These constraints make specialist knowledge essential and give a dedicated trade medium its raison d'être.

The market itself is in transformation. The patent cliff and the shift toward specialty pharmaceuticals, biologics, and digital therapeutics change what pharma companies market and how. The digitalization of the doctor-patient relationship, from telemedicine to health apps, creates new communication channels and new regulatory questions. The agency landscape consolidates as holding companies acquire specialist healthcare agencies and independent shops compete on creativity and digital expertise. A magazine that covers all market participants, pharma companies, agencies, media, and service providers, provides the orientation that general marketing media cannot.

Organization and Ownership

Healthcare Marketing is published by the New Business Verlag, based in Hamburg. The publishing house specializes in media for the communication and media market, with new-business.de as its sister brand covering the broader advertising and media industry. The editorial team covers the communication and media market with a focus on brands and media, and the publisher recruits editorial staff for its trade magazines on communication, brands, and media topics.

The business model combines subscriptions and newsstand sales of the monthly print magazine with advertising from the industry's agencies, media, and service providers, who target the pharma marketing decision-makers in the readership. The media data for 2026 position the brand as the leading media brand for pharma and healthcare communication, with the print magazine, the daily-updated website, the newsletter, and the LinkedIn presence as the channels. The e-paper and the issue archive extend the print content digitally.

Digital Presence

The portal healthcaremarketing.eu is updated daily with industry news, presenting current news from the sector alongside exclusive online content and contributions. The website's structure, with rubrics for news and media, organizes the industry's developments for the professional audience. The e-paper editions and the issue archive make the print content available digitally.

The newsletter supplies the pharma community with the news free of charge, keeping subscribers current between the monthly print issues. The LinkedIn presence extends the brand into the professional social network where pharma marketers and agency professionals maintain their networks. For a B2B audience of marketing decision-makers, the digital presence functions as both a news service and a business platform, connecting the demand side of pharma marketing with the supply side of agencies and media. The combination of a monthly print magazine with authority, a daily news website, and the industry's benchmark rankings makes Healthcare Marketing the reference medium of German-language healthcare communication.