Phar­ma and health­care dig­i­tal ad spend­ing slows af­ter pan­dem­ic in­crease, but still head­ed for $20B — re­port

Phar­ma’s big swing to dig­i­tal ad­ver­tis­ing is fi­nal­ly los­ing steam — but still grow­ing at a dou­ble-dig­it pace. While the mas­sive spend­ing in­creas­es in 2020 (28%) and 2021 (26%) are now in the pan­dem­ic-pushed rearview mir­ror, eMar­keter is still fore­cast­ing strong dou­ble-dig­it growth for the in­dus­try over the next three years.

Its lat­est health­care and phar­ma dig­i­tal ad­ver­tis­ing re­port pre­dict $15.8 bil­lion in spend­ing this year, a 14% in­crease year over year, and ad­di­tion­al in­creas­es of 12.3% and 10.5% for 2023 and 2024, re­spec­tive­ly. The fore­cast­ed re­sult would land the in­dus­try just shy of $20 bil­lion ($19.66B) in an­nu­al spend­ing by 2024.

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