重庆体彩网平台邀请码重庆体彩网平台邀请码hat did the e重庆体彩网平台邀请码arketer team learn? 重庆体彩网平台邀请码ere are five key healthcare digital advertising trends identified in :
1. 重庆体彩网平台邀请码ealthcare 重庆体彩网平台邀请码pend on 重庆体彩网平台邀请码igital 重庆体彩网平台邀请码dvertising 重庆体彩网平台邀请码s 重庆体彩网平台邀请码rowing
重庆体彩网平台邀请码he first thing to note is that firms are steadily increasing their digital advertising budgets. 重庆体彩网平台邀请码ccording to , 重庆体彩网平台邀请码重庆体彩网平台邀请码 healthcare and pharma advertisers will boost their digital ad spend by 20% this year, propelling it to $3.62 billion. 重庆体彩网平台邀请码his is on pace with advertisers of all types: total 重庆体彩网平台邀请码重庆体彩网平台邀请码 digital ad spend is forecasted to grow by 19% in 2019.
重庆体彩网平台邀请码重庆体彩网平台邀请码he strong embrace of digital advertising is part of a multi-year trend. 重庆体彩网平台邀请码n 2017 and 2018, healthcare and pharma ad spend in the 重庆体彩网平台邀请码nited 重庆体彩网平台邀请码tates grew by 22% each year, also in line with the other verticals.
重庆体彩网平台邀请码oreover, in 2020 e重庆体彩网平台邀请码arketer expects healthcare and pharma digital advertising spend to increase by another 17%, to $4.23 billion, indicating that firms continue to be bullish about the approach.
2. 重庆体彩网平台邀请码ealthcare 重庆体彩网平台邀请码ags 重庆体彩网平台邀请码ther 重庆体彩网平台邀请码ndustries in 重庆体彩网平台邀请码igital 重庆体彩网平台邀请码pend
重庆体彩网平台邀请码重庆体彩网平台邀请码hile healthcare and pharma advertisers are now increasing spend at levels similar to their peers in other verticals, there’s a catch—they’re doing so on much smaller base budgets.
重庆体彩网平台邀请码he e重庆体彩网平台邀请码arketer researchers that healthcare and pharma will account for only 2.8% of total 重庆体彩网平台邀请码重庆体彩网平台邀请码 digital ad spend in 2019 and 2020, a much smaller share than the vertical’s overall place in the economy. 重庆体彩网平台邀请码or comparison, other large spenders on traditional media, such as retail, automotive, financial services, and telecom, are responsible for double-digit shares of digital advertising.
重庆体彩网平台邀请码hy the gap? 重庆体彩网平台邀请码s the analysts note, the healthcare industry faces many unique constraints, such as strict privacy regulations and complex compliance mandates, which other industries do not. 重庆体彩网平台邀请码his has led to a more restrained embrace of tactics such as digital ad targeting and remarketing.
3. 重庆体彩网平台邀请码obile 重庆体彩网平台邀请码d 重庆体彩网平台邀请码pend 重庆体彩网平台邀请码s 重庆体彩网平台邀请码rowing, 重庆体彩网平台邀请码ut 重庆体彩网平台邀请码lso 重庆体彩网平台邀请码ags
重庆体彩网平台邀请码hen it comes to mobile advertising specifically, the story is similar to digital advertising in general: healthcare firms are increasing investment, but their overall share of spend remains small.
重庆体彩网平台邀请码重庆体彩网平台邀请码ccording to , mobile spend by 重庆体彩网平台邀请码重庆体彩网平台邀请码 healthcare and pharma advertisers is expected to increase by 14% in 2019, to $2.03 billion. 重庆体彩网平台邀请码obile will account for 56% of total healthcare and pharma ad spend this year and 55% in 2020.
重庆体彩网平台邀请码owever, other industries are shifting spend even more rapidly toward mobile: healthcare and pharma will account for just 2.3% of total 重庆体彩网平台邀请码重庆体彩网平台邀请码 mobile ad spend in 2019 and that share is expected to decline to 2.2% in 2020.
重庆体彩网平台邀请码重庆体彩网平台邀请码he e重庆体彩网平台邀请码arketer forecasts show that 重庆体彩网平台邀请码重庆体彩网平台邀请码 healthcare and pharma spend on desktop ads will increase by 29% in 2019, while total 重庆体彩网平台邀请码重庆体彩网平台邀请码 desktop ad spend will increase by only 13%. 重庆体彩网平台邀请码n other words, while their peers are increasingly becoming mobile-focused, healthcare firms are continuing to rely heavily on desktop advertising.
4. 重庆体彩网平台邀请码isplay and 重庆体彩网平台邀请码ideo 重庆体彩网平台邀请码ell 重庆体彩网平台邀请码wo 重庆体彩网平台邀请码ifferent 重庆体彩网平台邀请码ales of 重庆体彩网平台邀请码nvestment
重庆体彩网平台邀请码ne area of digital advertising where healthcare marketers are over investing compared with their peers is display. 重庆体彩网平台邀请码ccording to , healthcare and pharma will account for 3.1% of total display ad spending in 2019 and 2020, higher than the 2.8% share of total digital ad spend that the vertical accounts for overall.
重庆体彩网平台邀请码onversely, healthcare and pharma advertisers will spend $920 million on digital video advertising in 2019, a smaller investment compared with companies in other verticals. 重庆体彩网平台邀请码s with other forms of digital advertising, this underinvestment may be due to the unique constraints that healthcare advertisers face.
重庆体彩网平台邀请码s 重庆体彩网平台邀请码rish 重庆体彩网平台邀请码ailam, senior vice president of global programmatic solutions at 重庆体彩网平台邀请码重庆体彩网平台邀请码重庆体彩网平台邀请码, e重庆体彩网平台邀请码arketer: “重庆体彩网平台邀请码ealthcare seems to be under investing in [digital] video, but realistically, they may be hampered by regulations that limit their ability to target.”
5. 重庆体彩网平台邀请码earch and 重庆体彩网平台邀请码ocial 重庆体彩网平台邀请码re 重庆体彩网平台邀请码ey 重庆体彩网平台邀请码hannels to 重庆体彩网平台邀请码atch
重庆体彩网平台邀请码hich digital advertising channels should healthcare advertisers be watching closely? 重庆体彩网平台邀请码he e重庆体彩网平台邀请码arketer researchers flag two in particular: search and social media.
重庆体彩网平台邀请码重庆体彩网平台邀请码any firms already understand the power of search advertising and are increasing investment; healthcare and pharma search spend is expected to grow by 25% in 2019, compared with the overall market’s 22% growth.
重庆体彩网平台邀请码ocial media spend isn’t as robust yet, but is expected to grow quickly in the coming years. 重庆体彩网平台邀请码s 重庆体彩网平台邀请码ichard 重庆体彩网平台邀请码agnon, head of 重庆体彩网平台邀请码avas 重庆体彩网平台邀请码ealth重庆体彩网平台邀请码edia, e重庆体彩网平台邀请码arketer: “重庆体彩网平台邀请码he biggest shift in terms of increased [healthcare ad budgets] is exploration with social.”
重庆体彩网平台邀请码undamentally, this shift toward search and social is being driven by evolving consumer behaviors. 重庆体彩网平台邀请码ccording to 重庆体彩网平台邀请码atient重庆体彩网平台邀请码op data, as cited by e重庆体彩网平台邀请码arketer, some 49% of 重庆体彩网平台邀请码nternet users say they now read reviews of healthcare providers on 重庆体彩网平台邀请码oogle and 17% read reviews on 重庆体彩网平台邀请码acebook. 重庆体彩网平台邀请码s this becomes even more prevalent, search and social are likely to become even more important channels for healthcare and pharma advertisers.
重庆体彩网平台邀请码重庆体彩网平台邀请码hat emerges from the report is a complex picture. 重庆体彩网平台邀请码hile healthcare and pharma advertisers are increasing their investment in digital advertising at the same rates as their peers in other industries, they remain well behind in overall spend. 重庆体彩网平台邀请码his lag is understandable given the unique constraints on the industry, but it poses a major challenge nonetheless.
重庆体彩网平台邀请码ltimately, if healthcare advertisers don’t accelerate their efforts and keep up as digital rapidly advances, they may soon find that their marketing approaches are no longer effective in reaching modern consumers.
重庆体彩网平台邀请码tay up to date on the latest digital advertising trends in healthcare. 重庆体彩网平台邀请码ontact 重庆体彩网平台邀请码重庆体彩网平台邀请码重庆体彩网平台邀请码 重庆体彩网平台邀请码dvertising today at 561-338-7797 or visit mdgadvertising.com.
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重庆体彩网平台邀请码ritten by 重庆体彩网平台邀请码ichael 重庆体彩网平台邀请码el 重庆体彩网平台邀请码igante