US Healthcare and Pharma Digital Ad Spending 2023

Shifting Consumer Media Trends Marketers Need to Know Now

Healthcare and pharma digital ad spending surged in the years running up to and during the pandemic, but growth will slow significantly going forward in the US. This industry’s share of digital spending won’t keep up with those of industries like retail and automotive, but healthcare and pharma advertisers are following consumers across digital media channels and are learning to target more carefully.

Key Question: What’s the current state of healthcare and pharma digital ad spending, and what trends will affect it over the next few years?

KEY STAT: Healthcare and pharma digital ad spending skews heavily to search, unlike most other industries we cover, because consumers typically turn first to the internet with specific health-related queries. This industry also lags others in mobile spending share. Video ad spending will drive growth in display advertising.

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Table of Contents

  1. Executive Summary
  2. Pharma will drive the lion’s share of digital spending, but healthcare is picking up.
  3. Changes in the digital B2B market are affecting healthcare and pharma advertisers, too.
  4. Mobile ad spending will dominate, but barely.
  1. Nonmobile digital channels are gaining on traditional ones.
  2. The healthcare and pharma industry spends more on search than on display ads.
  3. Video ads will keep growing within display ad budgets.
  4. What does this forecast mean for marketers?
  1. Sources
  2. Media Gallery

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First Published on Sep 29, 2023


Lisa Phillips


Jeane Han
Senior Researcher
Rajiv Leventhal
Analyst, Digital Health
Oscar Orozco
Director, Forecasting

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