Why to support online communities?
Today’s trend shows that online communities run the virtual world. Electronic word of mouth happens to be the cheapest and most effective way of promoting and “advertising”. Places where people exchange their opinions and experiences and make their own content are the most powerful ones. In the pharma business, communities among physicians as well as among patients can play a very important role.
I am wondering, why so many questions and questionmarks arise around ROI of e-projects. E-projects usually take about 3% of the whole marketing budget in pharma. All the other 97 % are spent and ROI is very rarely measured and questioned in these. Why to bother so much about ROI of e. Should not we start using it and see real resulst and impact in our target audience behaviour?