5 Reasons to Target Health

Health remains one of Australia's largest and most resilient markets for suppliers – and one of the most complex. Hospitals, aged care providers, community health services, government agencies and other health organisations operate under different funding, governance and purchasing arrangements, so successful marketing to health depends on reaching the right people with a relevant offer. Here are five reasons to put health at the top of your target list.

1. Demand for health services keeps growing

Australia spent an estimated $270.5 billion on health in 2023–24 – $10,037 per person and 10.1% of GDP. Governments funded about 70% of that spend, so understanding both public and private buyers matters. Activity is rising too: there were 12.6 million hospitalisations in 2023–24, up from 10.2 million a decade earlier. And under the 2026–2031 National Health Reform Agreement, states and territories will receive up to $219.6 billion over five years for public hospital and health services.

2. Australia is getting older

The Centre for Population projects Australia's population will reach 31.5 million by 2035–36, with the median age rising to 40.2 years. That is already reshaping aged care. The new Aged Care Act and the Support at Home program commenced on 1 November 2025, bringing new rights-based requirements, service models and digital processes. At 30 June 2025, 707 providers were delivering residential care through 2,590 services – each one working through the changes, and each one a potential buyer.

3. The health workforce is expanding

Health Care and Social Assistance is Australia's largest employing industry – close to one in every six jobs – and Jobs and Skills Australia projects it will record the strongest employment growth of any industry, around 23% over the decade to May 2035. Some of the fastest growth is in Health and Welfare Services Managers (27.1%) and Nursing Support and Personal Care Workers (24.7%). That growth creates demand not only for clinical products, but for recruitment, training, workforce technology, facilities, professional services, security and operational support.

4. Digital health is becoming core infrastructure

Digital transformation is no longer a side project. The Digital Health Blueprint 2023–2033 and National Digital Health Strategy 2023–2028 put connected information and interoperability at the centre of national policy, and from 1 July 2026 pathology and diagnostic imaging reports must be shared to My Health Record by default. For suppliers this means opportunity – and higher expectations around integration, privacy, security and evidence of value.

5. It is a large market, but targeting matters

Australia has more than 1,300 public and private hospitals, as well as thousands of other health and care organisations. A broad message sent to a generic 'health list' will not perform like a campaign built around setting, geography, organisation type, job function and purchasing responsibility.

That is where A-ZGovBIZ comes in. Our health data is researched by people, not scraped by bots, and maintained through Discovery Online so you can search, filter and export current contacts for your CRM or campaign platform. Every record on the database is contacted at least once a year through our outbound research program, updates are applied weekly, and email deliverability sits at a consistent 98.5–99% across the database.

Explore the A-ZGovBIZ health data cards:

• Aged Care Facilities – 3,184 contacts, plus 1,270 Aged Care Parent Organisations

• Hospitals and Health Facilities – 2,302 contacts

• Health Administration – 2,661 contacts

Ready to Connect with Australia’s Growing Health Sector?

Visit www.azgovbiz.com.au or contact our team on sales@azgovbiz.com.au to discuss how our marketing lists can support your Health sector objectives.

Sources

• AIHW, Health expenditure Australia 2023–24 (Oct 2025) – aihw.gov.au/reports/health-welfare-expenditure/health-expenditure-australia-2023-24

• AIHW, Admitted patient care 2023–24 (2025)

• Dept of Health, Disability and Ageing, NHRA 2026–2031 funding model – health.gov.au/our-work/national-health-reform-agreement-nhra

• Centre for Population, 2025 Population Statement (Jan 2026) – population.gov.au

• GEN Aged Care Data, Providers of aged care (30 June 2025) – gen-agedcaredata.gov.au/topics/providers-of-aged-care

• Jobs and Skills Australia, 2025 Employment Projections – jobsandskills.gov.au/data/employment-projections

• Australian Digital Health Agency, Share by Default – digitalhealth.gov.au