Why healthcare brands can fall into a digital short-termist trap, and what they can do about it

As the industry becomes increasingly commoditized, healthcare brands need to return to a blend of short-term and long-term marketing and this article details how brands can strike that balance.

Digital strategy in healthcare marketing

This article is part of a series of articles on digital strategy in healthcare marketing. Read more.

Where to start

Since 2013, the healthcare industry has increased its digital ad spending by fourfold globally to $8.4 billion and sixfold in the US, to $2.6 billion, according to WARC Data. There are many reasons for brands to be extremely excited by the prospects of digital channels: the possibility to target people who actually need the product in the first place, the chance to personalize the benefit to the individual need, the ambition to think...

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