Despite the current situation—and a majority of direct-to-consumer (DTC) spending still being pumped into broadcast and print media—most studies indicate that US advertising and marketing execs in the healthcare and pharma industry are more bullish on increases in digital advertising than on traditional tactics. A fall 2012 study by Advertiser Perceptions asked a sampling of these professionals whether they planned to increase or decrease their ad spending in specific media in the next 12 months and then calculated the difference between percentages. The study’s resulting “optimism index” showed the highest numbers for most digital media, indicating more intent to increase spending. Indexes for traditional print media, such as magazines and newspapers, were negative. Read the rest at eMarketer.