{"id":5320,"date":"2012-10-01T00:00:00","date_gmt":"2012-10-01T00:00:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/index.php\/2012\/10\/01\/pmn119-article03bak\/"},"modified":"2019-02-18T20:15:10","modified_gmt":"2019-02-18T20:15:10","slug":"pmn119-article03bak","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn119-article03bak\/","title":{"rendered":"Is Online Pharma Advertising ROI Scalable? Outsize Results on Modest Spends May Not Scale Up"},"content":{"rendered":"<p>Is Online Pharma Advertising ROI Scalable?        Outsize Results on Modest Spends May Not Scale Up<br \/><img loading=\"lazy\" decoding=\"async\" alt=\"TV vs Online Sales Bump\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/02\/TV_v_OnlineSalesBump_150x227.jpg\" align=\"right\" border=\"1\" height=\"227\" width=\"150\" hspace=\"8\" vspace=\"8\"\/>At the recent 6th Annual Digital Pharma East conference in Philadelphia, Bill Drummy, CEO of HeartBeat Ideas, argued that &#8220;With digital you can get way more bang for your buck, so you HAVE to think of the digital channel.&#8221;<\/p>\n<p>Drummy&#8217;s message was simple: the ROI of online promotion is an order of magnitude greater than the &#8220;typical&#8221; 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?<\/p>\n<p>The full text of this article is available to subscribers. Subscription is free.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2012\/11\/tl_brdr2_trans.gif\" width=\"9\" height=\"9\" border=\"0\"\/><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2012\/11\/spacer.gif\" border=\"0\" width=\"1\" height=\"1\"\/><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2012\/11\/tr_brdr2_trans.gif\" width=\"9\" height=\"9\" border=\"0\"\/><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2012\/11\/spacer.gif\" border=\"0\" width=\"1\" height=\"1\"\/>Pharma Marketing NewsEmail Addr: \u00a0<img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2012\/11\/bl_brdr2_trans.gif\" width=\"9\" height=\"9\" border=\"0\"\/><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2012\/11\/spacer.gif\" border=\"0\" width=\"1\" height=\"1\"\/><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2012\/11\/br_brdr2_trans.gif\" width=\"9\" height=\"9\" border=\"0\"\/><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2012\/11\/spacer.gif\" border=\"0\" width=\"1\" height=\"1\"\/>    <\/p>\n<p>  PMN119-01<br \/> Issue: Vol. 11, No. 9: October 2012 <\/p>\n<p\/>   <b>Find other articles in related Topic Areas:<\/b>  <\/p>\n<ul>\n<li><a href=\"http:\/\/www.news.pharma-mkting.com\/PMNphysMktingReprints.htm\">Physician Marketing &amp; Promotion<\/a><\/li>\n<li><a href=\"http:\/\/www.news.pharma-mkting.com\/PMNDTCReprints.htm\">Direct-to-Consumer (DTC) Advertising &amp; Marketing<\/a><\/li>\n<li><a href=\"http:\/\/www.news.pharma-mkting.com\/PMNeMktingReprints.htm\">eMarketing and ePromotion<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>At the recent 6th Annual Digital Pharma East conference in Philadelphia, Bill Drummy, CEO of HeartBeat Ideas, argued that &#8216;With digital you can get way more bang for your buck, so you HAVE to think of the digital channel.&#8217; Drummy&#8217;\ts message was simple: the ROI of online promotion is an order of magnitude greater than the &#8220;typical&#8221; 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?<\/p>\n","protected":false},"author":2,"featured_media":13101,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[61,6],"tags":[],"topic":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Is Online Pharma Advertising ROI Scalable? 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Outsize Results on Modest Spends May Not Scale Up - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"At the recent 6th Annual Digital Pharma East conference in Philadelphia, Bill Drummy, CEO of HeartBeat Ideas, argued that &#039;With digital you can get way more bang for your buck, so you HAVE to think of the digital channel.&#039; Drummy&#039; s message was simple: the ROI of online promotion is an order of magnitude greater than the &quot;typical&quot; 2:1 ROI for non-digital channel promotion. 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