Despite increasing reliance on smartphones and tablets among US consumers and healthcare providers, the healthcare and pharma industry lags others in its use of mobile advertising. eMarketer expects that in 2014, health and pharma companies will spend just $373 million, or 26.5% of total digital ad spending, specifically on mobile formats, as marketers remain stymied by budgetary constraints and issues related to regulation, privacy, mobile etiquette and measurement.
Paid search advertising makes up the majority of mobile investment. The Search Agency reported that by the end of 2013, more than 26% of the health industry’s paid search click share was coming from smartphones and tablets. Read the rest at eMarketer.