Lots of pharma companies want to do digital, but they are stuck and are unable to go the whole hog, as they are clueless about measuring the RoI of their digital investment.
It's not that pharma has any reasonably accurate way of measuring the RoI on various promotional activities undertaken by their field forces. Take for example the Visual Aid, which is launched with great fanfare at pharma marketing meets - has any company ever measured the RoI and is able to say that, this worked and this did not? It's a spray and pray approach with most promotional efforts, be it free samples or CME meets RoI is rarely measured in a way that enables marketing managers to measure and improve the RoI.
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