DTC forecasts are not really that reliable
World of DTC Marketing
NOVEMBER 1, 2021
SUMMARY: According to eMarketer, “in 2020, spending on digital advertising in the healthcare and pharma industry will grow by 14.2% to reach $9.53 billion, making it the fastest-growing sector after computing products and consumer electronics (which will grow 18.0% this year). How reliable is this estimate? eMarketer has been wrong more times than I can count.
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