Why Pharmaceutical Marketers Must Measure Return on Investment to Ensure Profitable eDetailing Campaigns

Abstract

All types of pharmaceutical marketing should be subject to careful analysis of costs and financial return. eDetailing, although a relatively new marketing method, must not be treated differently from any other off- or on-line marketing activity and the return on investment (ROI) of an eDetailing programme is essential to ensure success. Pharmaceuticals marketers must avoid the temptation of using past marketing plans and adapting them without taking into account the wider picture. So far, the limited number of studies into the impact of eDetailing have produced positive results. This paper discusses the issues around ROI in relation to eDetailing in particular, what should be considered, which metrics to use and expected results. This is supported by an example of an ROI calculation and a number of detailed case studies that illustrate the successful nature of eDetailing.