Pharma's digital promos to doctors keep surging as spending priorities shift

During the pandemic, pharma advertising to consumers has surged with messages backing science, offering financial help with perscriptions and stressing the need to continue doctor visits and vaccinations.

But behind-the-scenes spending—that is, advertising and promotions to physicians and hospitals—is also way up. Overall, by more than 111% year over year through the first nine months of 2020, according to ad tech and media company MediaRadar.