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Pharma & Healthcare

The following excerpt is from eMarketer's report:
"The US Healthcare & Pharmaceutical Industry 2013: Digital Ad Spending Forecast and Key Trends"

Advertising spending in paid digital media by the US healthcare and pharmaceutical industry will hit $1.18 billion in 2013 and rise to $1.47 billion by 2017. Though spending is growing quickly in some less-regulated sectors of the healthcare industry, continued privacy concerns, regulatory uncertainty around prescription medicines and patent expirations for blockbuster drugs will continue to put a damper on pharmaceutical-related investments.

This year, eMarketer has taken a deeper dive into paid digital spending to determine how much marketers in vertical industries are investing in ad tactics primarily focused on obtaining sales or leads vs. those designed to drive favorable opinion about a brand. We estimate that healthcare and pharmaceutical marketers—including marketers of prescription and over-the-counter products, facilities, services, research, healthcare professionals, hospitals and biological products, as well as establishments providing healthcare services and social assistance for individuals—will invest 54% of their paid digital dollars in direct-response efforts this year. The remaining 46% will be invested in branding-focused campaigns. Search and display will command the largest chunks of digital spending, with growth expected in the areas of mobile, local, video and native advertising.

THIS REPORT ANSWERS THESE KEY QUESTIONS:

  • How much will healthcare and pharmaceutical marketers spend on paid digital advertising in the next five years?
  • How much of their digital budgets are healthcare and pharma marketers spending on direct response vs. branding initiatives?
  • How are online and mobile platforms changing the way the healthcare and pharma industry approaches advertising?

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