A poll we recently posted on LinkedIn portal showed that sixty percent of pharma marketing professionals believe that pharma companies go centralized in their marketing activities. Fourty percent of them think that it is a trend for traditional marketing as well as eMarketing activities. This can be the result of the current difficult economic situation together with changes in the legal and regulatory systems across the world making it difficult for pharmaceutical companies to communicate with health care professionals. But is it the right answer to all the economic, social and political issues currently putting pressure on all original pharmaceutical companies?
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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?