The US healthcare and pharmaceutical industry will spend $1.41 billion on paid digital media in 2014, including $373 million on mobile ad formats. Digital spending will climb to $2.22 billion by 2018, according to a new eMarketer report, “The US Healthcare and Pharmaceutical Industry 2014: Digital Ad Spending Forecast and Trends,” part of our new report series, “2014 Digital Ad Spending Benchmarks by Industry.”
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. Read the rest at eMarketer.