Health Guy

Failure to Deliver Meaningful ROI Online for Pharma?

Thanks for the kind words. I am aware of Quality Health although I have not worked with them nor spoken to anyone who works there. I would be curious as to the ROI via their model of measuring impact from viewing a Pharma ad online (assume this is a banner?) vs. the ROI from generating a very qualified lead online where qualified is someone who has typed in a very specific search for a condition, been taken to a specific offer, answered key questions to further qualify themselves, and then opted in to agree to receive marketing materials from Pharma.

I certainly think its possible to draw a connection between someone who at some point saw an online ad and their eventual arrival at the doctor's office, but I dont know if you can tie this outcome as close as you might in a more unique lead generation hybrid model. But hey, every little bit helps. And the larger point of my article isnt about what methods of innovation will work the best, but simply that in order to get Pharma to move we all must innovate more. And to the extent that Quality Health and others are doing that I tip my hat.