It’s pretty hard to imagine in today’s economic environment that a business manager, any business manager, would be unsure which parts of their spend brought the best return or indeed what impact the spend had at all. But in Pharma there does appear to be a significant blind spot when it comes to digital marketing and communications spend. Either in general or vis a vis competitors, the impact of that spend in terms of return on investment or effectiveness remains a mystery to many, the majority in fact.

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