The trend: Healthcare and pharma marketers plan to increase or maintain spending on every digital media channel, according to a May 2025 survey from Mediaocean.

The topline findings: Healthcare and pharma marketers will up their spending on 8 of the 10 media channels included in the survey.

• 88% anticipate increasing digital display/video ad spending. That’s a big jump from the 61% who said last year they’d increase spending on this channel.
• 88% also plan to boost social media spending. No marketer expects to cut spending on this channel.
• More marketers plan to maintain (57%) their CTV spending than increase it (43%), but none will decrease.
• The channels where most respondents plan to cut their ad spending are traditional media such as local TV (43%), national TV (29%) and print (38%).

Zooming out: Marketers’ plans line up with EMARKETER’s healthcare and pharma ad spending forecasts.