eMarketer estimates that health care 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.
Among industries individually tracked by eMarketer, the healthcare and pharma industry spends the least on paid online and mobile media, and growth is expected to remain sluggish over the next several years. eMarketer’s current forecast anticipates that the healthcare and pharma vertical will remain in last place when ranked by digital ad spending per industry through 2017. Read the rest at eMarketer.