Big Pharma spent an additional $9.8 billion on marketing in the past 20 years. It worked
If you’re in the US and it feels like you’ve been seeing more drug ads recently, it’s because you have. According to a study published Tuesday (Jan. 8) by researchers at Dartmouth College, total spending on marketing for condition awareness, health services, lab testing, and drugs ballooned from $17.7 billion annually in 1997 to almost $30 billion in 2016. The vast majority was spent by pharmaceutical companies on marketing prescription drugs—and the investment worked.