Is Online Pharma Advertising ROI Scalable? Outsize Results on Modest Spends May Not Scale Up
At the recent 6th Annual Digital Pharma East conference in Philadelphia, Bill Drummy, CEO of HeartBeat Ideas, argued that “With digital you can get way more bang for your buck, so you HAVE to think of the digital channel.”
Drummy’s message was simple: the ROI of online promotion is an order of magnitude greater than the “typical” 2:1 ROI for non-digital channel promotion. This may be true of small budget campiagns, but is it scaleable to the point where digital promotion gives you a significant bump in sales?
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Issue: Vol. 11, No. 9: October 2012