In the last five years, the pharmaceutical industry has seen a proliferation of new communication channels that have impacted both cost and effectiveness indicators. Social media and networking, patient education, and consumer-driven health plans are today evolving as potent promotional channels. As Marketing Managers pursue better returns for their promotional spending, they are often challenged to arrive at the optimum mix. “Should I bank on traditional channels? Are new channels truly effective? Which ones should I select and how do I allocate my budget across these channels?”