New! Future Titans of Pharma & Healthcare

Our initial Future Titans of Advertising report offered a broad view of 100 brands in 10 industries. In this companion report, we concentrate specifically on one sector: Pharmaceuticals & Healthcare.

This targeted analysis delves deeper into the data, highlighting significant distinctions in how Titans, Future Titans, and leading pharma brands allocate their advertising budgets. Uncover the unique strategies that differentiate these brands.

Key Findings: 

• Industry Trends: The pharmaceutical and healthcare sectors balance scientific breakthroughs with cost pressures and regulatory uncertainty. Policy shifts in 2025 could impact drug approvals and market dynamics.
  
• Top Brands & Advertising Strategies: Titans, AbbVie and Pfizer, lead in media spend and share of voice. Allergan is up 60% YoY and Bristol-Myers Squibb up 97% YoY, investing heavily in television and digital platforms. Contenders, Eli Lilly (up 50% YoY) and AstraZeneca (up 70% YoY),  are rapidly increasing their advertising spend but maintain a lower SOV.
• Media Budget & Trends: Television dominates pharmaceutical ad spend, with variations across primetime, late-night, and digital platforms.
• Political & Regulatory Impact: In 2024, $190 million was spent on political ads targeting pharmaceutical pricing policies. Election outcomes may reshape drug pricing, market access, and advertising strategies.

About Future Titans: 

MediaRadar's Future Titans series reveals how brands are rewriting the rules of advertising. In this series, we dive into the marketing strategies of 100 industry leaders, challengers, and emerging brand threats.

Our research, backed by mountains of empirical data, reveals the transformative media and campaign strategies employed by competitors across 10 industry verticals to win consumer attention and category market share.