Consumer interaction and engagement with healthcare and pharmaceutical ads vary greatly by generation. Marketers must gain a better understanding of these differences to reach patients more effectively.

On today’s podcast episode, we discuss the trend of healthcare and pharmaceutical brands selling prescription drugs, treatments, and medical services directly to consumers and how rising medical costs are changing patients’ relationship with the healthcare system. Tune in to the conversation with Senior Director of Podcasts and host Marcus Johnson, and Senior Analysts Dane Finley and Rajiv Leventhal. Listen everywhere and watch on YouTube and Spotify.

RFK Jr.’s pharmaceutical ad ban could affect $22 billion in ad spending: A business-friendly Trump administration could hamper RFK’s plans to cut D2C advertising.

After an unexpectedly solid 2023, the good times will continue for ad spending in most US industry verticals in 2024. Telecom will lead in growth, and numerous categories will outpace their 2023 increases. A few unusual results are on tap as well.

Digital ad spending in the US healthcare and pharmaceutical industry will grow by 14.2% to reach $9.53 billion in 2020. Growth is being fueled by ads related to COVID-19, including public service announcements, medical supplies and telemedicine.

Healthcare and pharma ad spending remains the smallest ad-spending category in the US due to restrictive compliance laws that make it difficult to target audiences, but the legalization of cannabis has helped bolster spending.