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DAN STEIN: I think that pharma companies need to change how
they view their marketing efforts.
I think a lot of the traditional metrics don't tell
the story about how their marketing dollars are
performing.
And I think that no one's going to deny
that seeing an ad--
it's not worth nothing.
It's worth more than nothing, but there's debate over well,
how much is it worth?
And I think once companies are able to measure that--
and there's vendors and technologies becoming
available that are going to allow that--
they'll be more comfortable in setting, or figuring out, what
the ROI is for their programs, and figuring out whether they
should spend more or less within certain channels.
So I think, right now, where we're at is now where we
should be from an ROI perspective.
I think that it needs to evolve to really, really
measure the impact of each touchpoint that you're having.
Not necessarily to attach an ROI to each touchpoint, but to
recognize that each touchpoint has value, and then to how
does that feed in to the whole story about
your marketing efforts.