World of DTC Marketing: Why social media integration doesn’t matter for DTC marketers
World of DTC Marketing: Why social media integration doesn’t matter for DTC marketers
Recently a friend of mine within the drug industry sent me the metrics for his website from his IT group. It consisted of 5 lines of data showing visitors, number of pages viewed and average number of visitors per day. When I asked him about more detailed data he responded with “that’s all I have”. Since this product is a $500 million drug I thought there would be more but this is one of the key reasons why pharma doesn’t get it and is not ready for the digital revolution.
Also…
It’s ironic that most pharma marketers won’t go to the bathroom with doing research yet when it comes to researching the development of online marketing they take a pass and usually the budget drives the strategy. Social media can be measured and those measurements can be translated in new Rx’s with data that is more believable than 5:1 ROI’s on TV spots. In order for web analytics to be meaningful they have to tell a story to marketers so that the lights go off and they ask “what if…”. The problem right now is that those lights are burned out and nobody wants to replace them.
