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Failure to Deliver Meaningful ROI Online for Pharma?

Josh,
Your article is interesting and makes some good points. ROI in the health space is difficult to measure but there are a few companies in the health space innovating and making interesting in roads into measuring ROI. Specifically in on line venues you mention that success will come from companies that use a hybrid model of CPA and CPM. That company already exists and has been very successful in the health space. Qualityhealth.com is a hybrid model and has filed a patent for a unique way to measure ROI in the health space by matching patients, who have been exposed to a pharma advertisement, with RX claims data in a HIPAA compliant manner. The information is invaluable to marketers and proves that in a hybrid model there is a return on investment when a patient is exposed to a clients brand.