Health and pharma marketing expert Katherine Mitton shares how health and pharma advertisers can adapt to signal loss and the cookieless future.
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The healthcare industry is rapidly shifting – and not just in spending – but also in the method in which doctors, clinics and hospitals interact with patients. Consumers are turning to digital for various health related inquiries, with more than 60% of consumers 45+ spending up to five hours a week researching online. From finding information about medical conditions or drugs to communicating with doctors and the rest of the healthcare community, digital has become a way of life for today’s consumers. And healthcare marketers are taking notice.
Many are boosting their marketing strategies in order to capitalize on this growing, more digitally-driven customer base. They are relying on digital not only for cost-effective marketing, but to also reach those looking for health information online. In fact, according to eMarketer, the healthcare and pharma industries are expected to see 12.6% digital ad spend growth per year from 2014 to 2019 – the fifth highest of all industries. Marketers are recognizing the opportunity here – and they’re doing everything they can to take advantage of it.
To ensure you’re making the most of your healthcare initiatives, reference this e-Book as a quick check-up on industry insights and trends. Also find out how to strengthen your business with digital solutions sure to keep your media plans in healthy condition – and your revenue too.