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.
eMarketer clients have access to all the data and insights we publish. You can learn a lot more with an eMarketer corporate subscription. Complete the form on this page to submit an inquiry and start a conversation with eMarketer.
eMarketer recently published the following articles related to Healthcare & Pharmaceuticals:
eMarketer corporate subscription clients have access to all the articles we publish, plus charts, interviews, case studies and full-length reports.
You can view a full list of eMarketer reports available to eMarketer corporate subscribers here.
Use the form above to get in touch with eMarketer and find out if a corporate subscription is right for you.
Sign me up for the eMarketer Daily Newsletter.A daily briefing on digital marketing and media trends; three new articles each day.
Please also include eMarketer FYI mailings.Partner webinar and event announcements, whitepaper offers, best practices guides, and research briefs.
Click below to get full access to eMarketer.
We sent you a registration confirmation email.