ROI analysis is an oxymoron when it come to mass media & pharma

Apr/29/2008 03:12 Filed in: DTC Environment
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It never fails..DTC marketers get up in front of other DTC marketer and present Power Point slides on how their programs provided for a positive ROI. They get applause from the audience and then the next person gets up and presents more data that, in all likelihood, does not tell the story and continues to ignore the fact that mass media is dead and consumers now have all the power.






From DTC Perspectives comes this little gem " a good media plan requires both mass and non-mass media". Gee ya think?

So at the latest DTC convention more talk about new media and more generalities about the Web. Oh..., but when it comes to mass media I can show true ROI ! What a bunch of crap ! Anyone who went to this show should ask for a refund, these are nothing more than platforms for people to self-promote themselves so they can get promoted. There is no mention of the new consumer or helping people, you see it's all about ROI and manipulating the data to show that TV does work even though premiere marketers are shifting dollars away from TV to the Web.

Bob Ehrlich then says that it will take more time for pharma to integrate better Web marketing. Guess what Bob, the ship has sailed...pharma is already so far behind the times that they are no longer relevant to patients or consumers anymore. Web 2.0 is yesterday and more and more marketers are now getting ready to embrace Web 3.0. But then Bob has ad space to sell and he was the person responsible for Lipitor's success.


I predict that there will be cuts in DTC as we are seeing it already online and offline. Drug company marketers have no idea how to embrace the social web and could care less about it. Like accountants they know the cost of everything and the value of nothing. So go ahead and wait pharma marketers...invest in mass media to gain awareness but when that awareness reaches a certain level you're wasting dollars. I am so glad that I missed this convention..what a bore.
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