The COVID-19 pandemic is adding additional momentum to the digital revolution in pharma. Now more than ever before, companies are becoming reliant on digital tools to facilitate their everyday activities – and the sector’s approach to advertising is no exception. According to a report published by eMarketer, pharma’s digital ad spending is projected to increase by 14.2 percent this year to an estimated US$9.53 billion. COVID-19 awareness campaigns and marketing for products related to safety and testing are cited as some of the key factors for this growth.
Although pharma is bolstering its mobile advertising capacity – with almost 58 percent of spending targeting the mobile platforms – it still falls short of the 68 percent average across other industries. It will be interesting to see how spending patterns continue to shift as the pandemic evolves.
After finishing my degree, I envisioned a career in science communications. However, life took an unexpected turn and I ended up teaching abroad. Though the experience was amazing and I learned a great deal from it, I jumped at the opportunity to work for Texere. I'm excited to see where this new journey takes me!
