ROI for Meetings Beats Detailing and DTC

A study of the return on investment (ROI) in various pharmaceutical promotional strategies may result in a shift of money away from expensive detailing and direct-to-consumer advertising and toward meetings and journal advertising — if pharmaceutical companies take its results to heart.

The study, “ROI Analysis of Pharmaceutical Promotion”, found that the ROI (calculated as the increase in revenue per dollar spent) for physician meetings and events (PME) was $3.56, with a margin of er

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