Online social media provide a platform where within communities people are discussing and commenting on anything you can think of. With regards to health and medication, people also debate products of pharmaceutical companies.
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They provide positive or negative testimonials, and share with other online community members or internet users and website readers their life experience with a certain disease and a given drug or drugs, side effects, change in life etc. They do not debate just one drug. The more people participate, the more opinions. The more opinions, the more comments, that’s how community and online forum discussions work.
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?