Advertising spending on 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.
However continued privacy concerns, regulatory and uncertainty around prescription medicines and patent expirations for blockbuster drugs will continue to put a damper on pharmaceutical-related investments.
eMarketer estimates 46% Healthcare marketers will increased their ad dollars online and Mobile in building 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.
Meamwhile 56% ad budget across healthcare and pharmaceutical space ,including marketers of prescription and over-the-counter products will be a direct response Campaign
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