A survey among healthcare marketers released in 2025 revealed that the mean marketing budget of a biotech company in the United States amounted to million U.S. dollars in 2024. In a pharma company and a medical devices firm, the mean stood at million and million dollars, respectively.
Marketing budget of the healthcare industry
According to the same study, the mean marketing budget of a healthcare company amounted to million dollars in 2024, down from million dollars a year earlier. The figure remained significantly below the mean recorded in 2019 before the pandemic. Furthermore, percent of healthcare-related marketers surveyed between late 2023 and early 2024 reported plans to increase marketing budget to patients in the latter year.
U.S. pharma's marketing & advertising
TV advertising in the United States is known, among other characteristics, for its many prescription drug commercials. This translates into multiple companies collectively spending billions of dollars annually in that medium. In 2024, Rinvoq – a medication against conditions such as arthritis run by Illinois-based AbbVie Inc. – was the second U.S. pharma brand spending the most on TV ads at over million dollars. Skyrizi – another drug developed by AbbVie – ranked first with more than million dollars in expenditure.