Mobile advertising in healthcare and pharma industry - Balance Tips. Pharma Mobile Ad Spend in 2014

I try to keep track of how money the U.S. pharmaceutical industry spends
on digital advertising to see if there are any trends. Of particular
interest to me these days is mobile advertising.

Below is some data from
eMarketer. eMarketer includes 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 in its "US Healthcare and Pharma"
category.

Pharma Marketing Blog: Pharma Mobile Ad Spend in 2014

While it used to be feasible to assign certain ad formats to branding vs. direct-response categories on the basis of pricing model, it is not clear-cut anymore. While search remains priced on a cost-per-click model, display, video, social media advertising and native formats can be priced in a variety of different ways. Because of this, industry experts see things moving toward a more performance-based analysis of overall spend, regardless of objective.

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.

This information is taken from the following websites:

http://pharmamkting.blogspot.com/2014/11/pharma-mobile-ad-spend-in-2014.html

http://www.emarketer.com/Article/US-Healthcare-Pharma-Ad-Spending-Balance-Tips-Toward-Direct-Response/1010873