There is no doubt that the digital environment is going through a shakeout. Except for TikTok, social media use is declining, and even Amazon is finding out that technology can’t lead to more profits. The way people search for health information has plateaued, but Dr. Internet will still be the first place many people look for health information. Here are some things some DTC marketers should focus on.

Digital marketing is losing its luster. Too much online ad fraud and too little ROI, and now social media seems to be sinking. TV is still the first place consumers learn about new products, but a research study found that 90% of consumers typically multitask while watching TV. There is a significant disconnect between what DTC marketers believe their TV spots do and actual results.

Digital ad spending in the industry will reach $15.84 billion in 2022. Although growth in digital budgets is slowing, we estimate the category will see nearly $20 billion in spending in 2024. For every $1 million invested in online banner ads, just 0.1%, or $1,000, derives value for brands, resulting in $999,000 wasted by brands. So why is pharma wasting so much money?