Delivering ROI To Pharma Online

Comscore & Evoloution Road presented a compelling ROI study whereby using a test and control, they were able to measure a 5X ROI (increased prescriptions vs. media spend) for online campaigns across some 30+ pharma brands. This article, by an ex-WebMD staffer, seems to take the opposite view (that online hasn’t yet proven itself as a deliverer of ROI). What do you think?