The ROI of e-promotion is said to be 4-5. Do you think this is true? If it is so, why does not pharma invest even more in “e” yet? Have you ever measured the ROI of your e-projects?
Good question, I think we really lack ROI studies on e-projects. Lots of great stuff is done, but I have the impression we almost never measure the effectiveness...
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?