Several executives shared their views on the issue if pharma marketers are losing sight of interactive fundamentals like SEO and old-fashioned banner ads. For Boris Kushkuley, PhD General manager for Qi, The promise of Web 2.0 technology can be enticing, especially if it's pitched by a slick new media agency that knows all the right buzzwords. Yet, pharmaceutical brand managers need to keep their eyes on basics such as ROI. For Peter Nalen, President/CEO for Compass Healthcare Communications, I never thought I would ever see "old-fashioned" and SEO and banners in the same sentence. Search engine optimization and paid search are foundation tactics for web sites, and provide excellent ROI.