Pharma marketing has reached the digital-majority era

The industry that built its commercial model on television and the field visit now operates in a digital-majority reality: digital channels carry more than three-quarters of US healthcare and pharma ad spend, social media spend is overtaking linear TV, and regulators have placed DTC advertising under formal enforcement. Winning brands are not simply reallocating budget; they are rebuilding the marketing operating model, governing consumer media, HCP engagement and compliance as one system, and holding every partner to measurable value. VA helps pharmaceutical leaders orchestrate that ecosystem, optimise the media budget and prove ROI.