healthcare and pharma ad spending in the US will eclipse $30 billion in 2024, up 5% YoY. Growth is primarily due to increased consumer engagement with digital media as well as more industry activity occurring online. But healthcare and pharma marketers lean heavier on traditional media ad spending than any other sector we measure (except those bundled into the “other” category).

Key Question: What factors are affecting the current and future state of US healthcare and pharma ad spending?

Key Stat: We project that the healthcare and pharma sector will devote more of its media ad spending budgets to digital channels through 2026. But even as traditional media ad spending declines, marketers in this sector still rely on channels like linear TV, radio, and print more than any industry we cover, outside of those rolled up into the “other” category.