Table of Contents

Executive Summary

Pharma will drive the lion’s share of digital spending, but healthcare is picking up.

Changes in the digital B2B market are affecting healthcare and pharma advertisers, too.

Mobile ad spending will dominate, but barely.

Nonmobile digital channels are gaining on traditional ones.

The healthcare and pharma industry spends more on search than on display ads.

Video ads will keep growing within display ad budgets.

What does this forecast mean for marketers?

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