Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

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.


  • 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?

Digital Ad Spending Forecast

As one of the most conservative business segments when it comes to digital advertising, the US healthcare and pharmaceutical industry invested $1.10 billion in paid online and mobile media in 2012 and will spend an estimated $1.18 billion this year. This figure will grow to $1.47 billion by 2017. Between 2012 and 2017, industry spending will see only 5.9% compound annual growth, the lowest among individual industries tracked by eMarketer.

As patents for blockbuster drugs continue to expire in unprecedented numbers, pharma marketers are reducing overall advertising spending. They are shifting media buys from mass-audience broadcast and print channels to more targeted, smaller-scale online and mobile venues in an effort to create more personal, one-to-one connections with desired audiences, including both healthcare professionals and consumers. And while industry executives are optimistic that this “smaller” digital marketing can both lower marketing costs and increase return on investment (ROI), significant obstacles and uncertainty remain. In short, though they have begun to “talk the talk,” they have yet to fully “walk the walk.”

The full text of this report is available to eMarketer corporate subscribers only.

Inquire about a corporate subscription »
Corporate Subscription Inquiry
  • All fields required.
  • eMarketer Daily Newsletter
    The latest data, insights and perspectives on digital marketing and media, published each weekday along with a weekend digest.

  • Please also include eMarketer FYI mailings
    Partner webinar and event announcements, whitepaper offers, best practices guides and research briefs.

  • eMarketer Special Notifications
    Occasional updates about eMarketer products and services; complimentary offers to download sponsor-supported eMarketer content; as well as invitations to exclusive webinars and events.

  • We will never share your personal information without your permission. You can unsubscribe from emails at any time. View Privacy Policy.

By the way

provides companywide access to eMarketer, so you can register immediately.

This service is at no extra cost to you.

Click below to get full access to eMarketer.

  • No thanks

Check Your Inbox

We sent you a registration confirmation email.

More from 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.