eHealth Guy

Failure to Deliver Meaningful ROI Online for Pharma?

Good article. I agree with the Comscore comment (the ROI studies referenced were in combination with Evolution Health and showed online have a 5X return - while most ROI's for TV are only 2X).

Let's face it, DTC generally is not the best driver of ROI. Every RX pharma brand still requires a prescription by a physician. Influencing a doctor, who sees hundreds of patients, is far more impactful than influencing the consumers one at a time.

Opportunities to influence physicians online include devices such as ePocrates, Medical associations, societies such as the AMA, AAFP, ACP, publishers such as Sage and Elsevier and others. These have been proven to work - and are generally the first tactic pharma should employ even before DTC.

R.J. Lewis
e-Healthcare Solution