Moreover, eMarketer expects the healthcare and pharma industry’s share of total US digital advertising to fall from 2.8% in 2013 to 2.4% by 2017.
At the same time, however, pharma marketing targeted to healthcare professionals is on the rise. An April 2013 survey of US healthcare marketers from Medical Marketing & Media and Ogilvy CommonHealth found that an average of 75% of healthcare marketing budgets were allocated to reaching healthcare professionals; only 25% were aimed at consumers. The same study found that 40% of respondents planned to increase marketing targeted at physicians in 2013, compared with 36% who planned to increase patient-focused spending. Read the rest at eMarketer.