QUICK SUMMARY: Projections that pharma is going to increase its digital ad spending are premature until we have a better understanding of how they did through the pandemic. It is a good time, however, to reviews all marketing tactics and review the spending against brand objectives and patient needs.
THOUGHT: Digital “transformation” within pharma is taking a long time. The reasons for the delay are complex such as organizational culture and investments in infrastructure. It’s also hard to become digital when digital is a moving target.