tag:blogger.com,1999:blog-8550428.post8576593503739525570..comments2024-03-28T13:38:36.788-04:00Comments on Pharma Marketing Blog: Marketing Mix of Leading Pharma AdvertisersVladhttp://www.blogger.com/profile/04114063498108633047noreply@blogger.comBlogger2125tag:blogger.com,1999:blog-8550428.post-41830947077880004662008-07-04T08:54:00.000-04:002008-07-04T08:54:00.000-04:00While it may be true that online ROI is difficult ...While it may be true that online ROI is difficult to measure, I would contend that it is even MORE difficult to measure ROI from mass market TV advertising! Effectiveness of THAT medium depends upon surrogate endpoints -- like focus groups -- whereas direct metrics are available for online campaigns.PharmaGuyhttps://www.blogger.com/profile/10211557578124130640noreply@blogger.comtag:blogger.com,1999:blog-8550428.post-26316512123284129272008-07-02T12:10:00.000-04:002008-07-02T12:10:00.000-04:00This article ( http://seekingalpha.com/article/796...This article ( http://seekingalpha.com/article/79615-failure-to-deliver-meaningful-roi-online-for-pharma)clearly explains why Pharma lags in the online ad spending category and its not because they only have a "mass market mentality" as you suggest. Its because unlike those other channels the ROI in online is either negative or impossible to measure. After all, if the ROI of online were clear, obvious, and high why wouldnt they spend more there?Anonymousnoreply@blogger.com