Pandemic Jump Starts Healthcare, Pharma Digital Advertising


The healthcare and pharma industry has been slower to embrace digital marketing compared with other US verticals we track. Heavy regulation makes ad targeting more difficult, which has kept traditional media buys and in-person marketing popular. However, the coronavirus pandemic restricted many of these in-person touchpoints, which caused both the B2B and business-to-consumer (B2C) aspects of the healthcare and pharma industry to further embrace digital advertising.

We expect the US healthcare and pharma industry will spend $9.53 billion on digital advertising this year, up 14.2% from 2019.



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