The US Healthcare and Pharma Industry 2016: Digital Ad Spending Forecast and Trends - eMarketer
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The US Healthcare and Pharma Industry 2016: Digital Ad Spending Forecast and Trends

eMarketer Report

By: eMarketer

Published: May 12, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

The US healthcare and pharma industry will spend $1.93 billion on paid digital advertising in 2016, up 15.4% from 2015. Healthcare and pharma will account for 2.8% of total digital ad spending across industries this year.

  • Among the industries measured by eMarketer, the US healthcare and pharma sector will spend the least on digital advertising. However, eMarketer expects steady double-digit growth through 2020. Although TV still gets the majority of ad dollars from this sector, better targeting and concern that the US Food and Drug Administration (FDA) will ban direct-to-consumer TV ads for prescription drugs in the future are encouraging brands to consider digital channels to connect with consumers and healthcare providers.
  • As the era of blockbuster drugs comes to an end, many prescription drugs in the pipeline will cater to diseases with specific remedies. As such, they will require more highly targeted campaigns and strategic use of digital channels. Overall spending by pharma will not decrease, but it will be reallocated as brands get better at using data to target specific markets.
  • Mobile advertising offers another level of personalization, and marketers see the platform as the way to optimize targeting.
  • Laws requiring physicians to keep electronic records on patients have driven more healthcare providers to digital device usage, and to more digital interactions with brands. Therefore, brands are shifting business-to-business (B2B) marketing budgets to digital, and more specifically, to mobile.
  • Wearables are also increasing the number of healthcare-related digital interactions with consumers. How devices such as fitness trackers, medical monitoring devices and smartwatches will affect ad spending in the healthcare and pharma sector remains to be seen, though.

"Digital ad spending in the US healthcare and pharma sector will reach $1.93 billion in 2016, with steady growth expected through 2020."

Table of Contents

About eMarketer’s Industry Ad Spending Series

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Digital Ad Spending Outlook

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Digital Ad Spending, by Format

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Mobile Ad Spending Forecast and Trends

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Programmatic Ad Spending

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22 charts are included in the full report:

The US Healthcare and Pharma Industry 2016: Digital Ad Spending Forecast and Trends

US Healthcare & Pharma Industry Digital Ad Spending, 2014-2020 (billions, % of total digital ad spending and % change)

Digital Ad Spending Outlook

US Healthcare & Pharma Industry Digital Ad Spending, 2014-2020 (billions, % of total digital ad spending and % change)

US Digital Ad Spending, by Industry, 2015-2020 (billions and CAGR)

US Digital Ad Spending Share, by Industry, 2014-2020 (% of total)

US Digital Ad Spending Growth, by Industry, 2014-2020 (% change)

Top 10 US Pharma Industry Advertisers, Ranked by Traditional Media Ad Spending, 2014 & 2015 (millions and % change)

Top 20 Pharmaceutical Companies, Ranked by US Direct-to-Consumer (DTC) Ad Spending, 2015 (millions and % change vs. prior year)

US Pharma and Healthcare Industry Ad Spending, by Category and Media, 2014 & 2015 (millions and % change)

Healthcare Professional Marketing Channels Used by US Healthcare Marketers, 2014 & 2015 (% of respondents)

Channels Used by US Healthcare Marketers to Market to Consumers, 2014 & 2015 (% of respondents)

Digital Ad Spending, by Format

US Healthcare & Pharma Industry Digital Ad Spending, by Format, 2016 (millions and % of total)

Paid Search

Allocation of Marketing Budget in 2015 According to US Healthcare Marketers, by Channel (% of total and % of respondents)

Average Weekly Time Spent Researching Health Information Among US Internet Users, Feb 2016 (% of respondents)

Ways in Which US Internet Users Have Discovered Medications*, Feb 2016 (% of respondents)

Factors that Would Motivate US Internet Users to Visit a Pharma-Sponsored Website*, Feb 2016 (% of respondents)

Social Media

Social Media Marketing Areas in Which US Marketing Executives Plan to Invest, by Industry, Feb 2016 (% of respondents)

Content Marketing

Expected Change in Content Marketing Budget According to US Healthcare Executives, Dec 2015 (% of respondents)

Content Marketing Goals According to US Healthcare Executives, Dec 2015 (% of respondents)

Mobile Ad Spending Forecast and Trends

US Healthcare & Pharma Industry Digital Ad Spending, by Device, 2016 (billions and % of total)

Extent to Which Mobile Marketing Has Contributed to Their Company's Performance According to US Marketing Executives, by Industry, Feb 2016 (% of respondents)

Ways in Which US Internet Users Would Be Willing to Use a Mobile App to Manage Their Health, Feb 2016 (% of respondents)

Programmatic Ad Spending

US Healthcare & Pharma Industry Digital Display Ad Spending, by Transaction Method, 2016 (billions and % of total)

US Digital Display Ad Spending, by Industry and Transaction Method, 2016 (billions and % of total industry ad spending)