eMarketer Estimates HC Industry Direct Response Advertising | Pharmaguy's Insights Into Drug Industry News | Scoop.it

This year, the US healthcare and pharmaceutical industry will invest $1.41 billion in paid digital advertising, according to a new eMarketer report series on industry-by-industry digital ad spending. When it comes to mobile ad spending, the industry lags behind.

eMarketer estimates that industry advertisers—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, health insurance and social assistance for individuals—will invest 56% of their paid digital dollars in direct-response efforts this year. The remaining 44% will be invested in branding-focused campaigns.