Calculating the eROI for pharmaceutical websites
Niels SchillewaertInSites Consulting and Marketing Vlerick Leuvent Gent Management School, Belgium
Christophe VergultInSites Consulting, Belgium
Fonny SchenckCRM Competence Centre, Janssen – Cilag EMEA – Johnson & Johnson, Belgium
INTRODUCTION
This paper seeks to provide some evidence on the return on investment of a website (e-ROI) using a longitudinal web survey methodology. Using data from 459 respondents the results show that almost two out of three site visitors consult a doctor after visiting the portal. Analyses also indicate that the general disease portal generates an eROI between 620% and 366%. Practical implications...