Key Barriers to Closing Deals (Pharma Digital Advertising)

In the U.S. healthcare digital advertising sector, several key factors can deter customers from finalizing agreements with AdTech companies. Based on industry insights, the primary reasons include:



  1. Data Privacy and Compliance Concerns (35%): The healthcare industry is heavily regulated, with strict laws like HIPAA governing patient data. Any perceived risk of non-compliance or data breaches can make clients hesitant to engage with AdTech firms.


  2. Lack of Proven ROI (25%): Clients seek clear evidence that digital advertising efforts will yield a positive return on investment. Without demonstrable success metrics, they may be reluctant to commit.


  3. Limited Targeting Capabilities (20%): Effective healthcare advertising requires precise targeting to reach specific demographics. If an AdTech company cannot offer advanced targeting options, clients might look elsewhere.


  4. High Costs (10%): Budget constraints are a significant concern. If the services are perceived as too expensive relative to the expected benefits, clients may opt out.


  5. Lack of Industry Expertise (10%): Clients prefer partners with a deep understanding of the healthcare sector. A perceived lack of expertise can be a deal-breaker.

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