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SETH LEVINE: The way to maximize your dollar spent is
to set clear expectations up front as to what your measures
of success are.
On the pharma side, obviously, we can't generate a sale from
a website visit.
But identifying a proxy for success, a proxy for a sale,
or at least some other type of high-value action and making
sure that everybody buys into what that is on the up-front
will save a lot of pain on the back end when those
questions--
about how did the campaign perform, how
did our spend perform--
are raised down the road.