Before we ponder the specifics of the 2021 MM+M/HealthLink Dimensions Healthcare Marketers Survey, letâs start with the obvious. First: Oy, what a year. Second: Considering the canceled conferences, shuttered mailrooms and pandemic sorrows, budgets held up remarkably well.
Indeed, amid everything, healthcare marketers earned their agility badges, finding better ways to get product messages to the right audiences.
Annual marketing budgets remained stable in 2020, at $7.7 million. A slim majority of respondents (51.9%) spent more, while 27.9% spent less and 16.3% spent the same. Overall, respondents devoted about 59% of total marketing dollars to reaching healthcare professionals and about 22% to consumers and patients.