SOURCE: eMarketer

eMarketer

August 26, 2010 12:01 ET

Pharma Industry Ups Digital Ad Spending

Online Spending to Increase 10% This Year

NEW YORK, NY--(Marketwire - August 26, 2010) -  Despite shifting regulatory hurdles and economic malaise, US healthcare and pharmaceutical online advertising spending will reach $1 billion this year, up 10.6% from last year, according to a new report from eMarketer.

By 2014, online ad spending in the healthcare and pharmaceutical industry, which includes DTC and over-the-counter remedies, is expected to reach $1.52 billion. Despite robust annual growth rates through 2014, pharma's share accounts for only about 4% of overall US online ad spending.

"The internet is helping 175 million US healthcare consumers become more involved in managing their health," said Victoria Petrock, author of the new report "DTC Pharmaceutical Marketing Online: A Slow Shift to Digital."

"Though the marketing mix is slowly shifting toward digital tactics, DTC advertising will remain rooted in traditional media over the next several years," said Petrock. "Clearer guidelines from the FDA and new technology and measurement tools will move more spending online, but online tactics must also be able to prove their worth."

For more information on eMarketer's coverage of online advertising, or to speak with Ms. Petrock, please contact Clark Fredricksen (cfredricksen@emarketer.com / 212-763-6056).

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Contact Information

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