The healthcare and pharma industry has been slower to embrace digital marketing compared with other verticals we track. Heavy regulation makes ad targeting more difficult, which has kept traditional media buys and in-person marketing popular.
Despite general pullback in digital ad spending across many industries this year, the healthcare and pharma industry will increase its digital ad spend by 14.2% to reach $9.53 billion. This will make it the fastest-growing industry after computing products and consumer electronics, we forecast.
eMarketer principal analysts at Insider Intelligence Nicole Perrin and Yory Wurmser discuss why Facebook is sounding the alarm on Apple's iOS 14 update to its privacy and tracking settings. They then talk about CVS's new ad platform, programmatic returning to pre-pandemic norms, and how mobile ad spending is fairing.
Boomers aren't entirely nondigital—they were, after all, the pioneers of adopting home computers—but at this point in their lives, they're a bit more reluctant about adopting newer technologies. That's true even for tech with real-life utility, such as voice assistants and smart-home devices, which could help boomers age in place and deal with the physical challenges that accompany increasing age. Along with concerns about things like privacy, it’s partly a matter of the inertia about adopting new things that tends to set in as one gets older.
eMarketer research analyst Daniel Keyes, principal analyst Andrew Lipsman and senior forecasting analyst at Insider Intelligence Cindy Liu discuss the emergent category of "luxury fitness" created by Nike, Peloton, lululemon and Apple. They then talk about Walmart's Prime competitor, Prime Day in the Fall and Amazon's Dash Cart.
As coronavirus cases continue to rise in parts of the country, consumers are remaining wary of returning to gyms or visiting their physicians in person, with many turning to apps.