Pharma Hotlist: DSPs

In an ongoing series, Q&A sessions with experts from CMI/Compas explore what pharma needs to know about the latest trends in engagement.  Demand-side platforms (DSPs) have been taking the advertising industry by storm, but can be confusing. Theresa Heintz, Sr. Associate, Strategic Marketing & Corporate Communications, CMI/Compas, sat down with colleague Brian Werner, Media Director, [...]


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Paid Search Keyword Data Being Blocked by Google and Shifted to AdWords

Date: August 2014 Analysts: Andrew Miller, Associate Director of Search Engine Marketing and Chelsea Tilghman, Search Engine Marketing Analyst Subject: How Google’s change to block paid search keyword data isn’t really affecting marketers and how you can get around this change in your campaigns. Background & Industry Implications In April, Google announced on their developer’s blog that [...]


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Google Dynamic Sitelinks-an important message to pharma

Late yesterday afternoon, Google announced the roll out of Dynamic Sitelinks. If you are not familiar with sitelinks, these are additional links that appear beneath your paid search ad. The area highlighted in red in the below screen shot is an example of sitelinks:  For pharma advertisers, this is potentially a big deal. Since sitelinks [...]


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FDA’s Draft Guidance on Social Media: What You Need to Know

Analyst: Justin Freid, Vice President, Search Engine Marketing & Emerging Media Earlier this week, the FDA provided two additional guidelines regarding pharmaceutical drugs and devices. The first guidance document focused on advertising and social media that had constraints on character counts. The second guidance document focused on incorrect information found on blogs, forums and other [...]


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Schema.org, Rich Snippets and SEO

Date: April 2014 Analysts: Conor Hafertepe, Assistant Planner, Search Engine Marketing & Justin Freid, Vice President, Search Engine Marketing & Emerging Media The most interesting and promising recent introduction to the world of search is Schema.org, an organization that reaches across all search companies to allow better semantic search. As the Schema.org website explains: Schema.org [...]


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The DAA and AdChoices Logo and How it Affects Campaigns

Date: March 2014 Analyst: Kate Zwizanski, Media Director Background Ever wonder why you see banner ads for shoes just after you’ve casually browsed a few pairs on Zappos.com?  It’s because you are being targeted based on your online behavior – specifically, your browser history.  When planning for an “online behavioral” or “interest based” targeting campaign [...]


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How Google’s Knowledge Graph Impacts Pharma

Date: March 2014 Analysts: Conor Hafertepe, Assistant Planner, Search Engine Marketing and Mark Barletta, Supervisor, Search Engine Marketing Background For years Google has been experimenting with new ways to display medical information in search results. In 2009, Google Health introduced the Google Health OneBox, a small box of information appearing among organic listings for Google [...]


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Merlo’s Wrecking Ball #cvsquits

Date: February 2014 Analyst: Adam Scott Roberts, SVP, Group Media Director It came in like a wrecking ball. Not even a full 24 hours had passed since World Cancer Day when CVS/Caremark made a bold announcement to extinguish cigarette sales in all 7,600 retail pharmacy locations in the United States. Larry J. Merlo, president of [...]


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Rich Media Banners: What, Why & How

Date: January 2014 Analyst: Ketul Shah, Associate Director, Insights & Analytics Subject: Recommendations on how to use Rich Media Banners What is a Rich Media Banner? A rich media banner is interactive digital banner advertising that drives response with its interactive elements such as video, data collection, couponing, polling and much more. A rich media [...]


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The Advantages of E-Detailing- For Pharma Marketers

Date: December 2013 Analysts: Melissa Wackes, Senior Media Planner & Kristen Kohler, Senior Media Planner Subject: Pharma marketers have to find innovative and cost-effective ways to engage busy physicians yet still deliver positive ROI. E-details deliver on both counts. CMI has extensive experience deploying successful e-details – here we share the benefits (and challenges) of [...]


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Google Hummingbird’s Impact on Pharma Search Marketing

Date: October 23, 2013 Analyts: Conor Hafertepe, Assistant Analyst, Search Engine Marketing & Justin Freid, Director, Search Engine Marketing Subject: Guidance and recommendations on how Google’s Hummingbird impacts pharma’s search marketing What is Google’s Hummingbird? Hummingbird is Google’s latest update to its search engine algorithm. Claimed as being the biggest update to Google’s algorithm since [...]


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The Heartbeat Sensor: Taking the Pulse of Your Campaign

Date: September 3, 2013 Analysts: Renee Kennedy, Campaign Analytics Supervisor & Maryanne Ackershoek, Campaign Analytics Supervisor Subject: This POV will introduce you to how the Heartbeat Sensor works, why we recommend its implementation, and how we can help you move forward with building a new set of benchmarks for your directional metrics. Background & Industry [...]


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Google Conversational Search

Date:          June 17, 2013 Analyst:    Tatiana Morozova, Supervisor, Search Engine Marketing Subject:    Background on Google Conversational Search and Recommendations for Pharma Marketers Background: Google has begun experimenting with conversational search, quietly released on May 15th. It is available with the latest version of Chrome and on some mobile devices with iOS and Android. With qualities similar [...]


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Viewable Impressions

Date: June 4, 2013 Analysts: Patti Flannery, Campaign Analyst; Renee Kennedy, Campaign Analytics Supervisor Subject: Background and Recommendations on Viewable Impressions Background: A viewable impression is a technology able to calculate the rate a display ad has actually been visible on the page. When 50% of the ad content on a web page is within [...]


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Google Analytics Event Tracking

Date: May 29, 2013 Analyst: Shig Odani, Director, Insights & Analytics Subject: Recommendation on Google Analytics Event Tracking Best Practices Background and Insutry Analysis:  Google Analytics (GA) rolled out event tracking in 2007, but many website owners still aren’t taking full advantage of this powerful feature.  In fact, many website owners don’t know what it [...]


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Advanced Display Targeting Options for Pharma Brands

As online marketing technology advances, new innovative targeting options become available to advertisers. Over time, display advertising has grown from contextual and demographic targeting to now offer high impact, targeted media buys.


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Google Enhanced Campaigns

Date:  February 13, 2013 Analyst: Justin Freid and Mitch Cross, Directors, Search Engine Marketing Subject: Overview of and Recommendations on Google Enhanced Campaigns Background and Industry Implications: Earlier this week, Google announced a set of changes to how devices (mobile phones, tablets and desktops/laptops) will be targeted through AdWords. While these changes will affect how the [...]


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Facebook Graph Search

Date: January 28, 2013 Analyst: Michael Konowicz, EVP, Consumer Media and Justin Freid, Director, Search Engine Marketing Subject: Potential of Facebook’s New Product for Pharma Marketers Background: On January 15th, Facebook announced a new feature, currently in beta, that someday could rival search engines like Bing and Google. Facebook Graph Search is being hailed as [...]


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Google’s Knowledge Panel

Date:  December 7, 2012 Analyst:  Keat Boon, Sr. Planner, Search Engine Marketing and Tatiana Morozova, Supervisor, Search Engine Marketing Subject:  Overview of Google’s New Knowledge Panel Including FAQ by Google Background: On November 30, Google began piloting Knowledge Panel, an add-on to Knowledge Graph, which launched in May. Knowledge Graph serves up a reference guide [...]


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Channel Agnostic Media Planning for HCP Audiences

Date:  November 5, 2012 Analyst:  Karen Lichtig; SVP, Media Subject:  Overcoming Barriers to Channel Agnostic Efficiency Background and Industry Implications Media strategy has long been about the channel.  For example, journals were considered the “go to” channel to most effectively bring non-personal promotion (NPP) to healthcare professionals (HCPs).  Digital and other non-traditional media channel budgets [...]


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Impact of iPad on Medical Reprints Market

Date: October 22, 2012 Analyst: Brandy Colangelo, Manager, Buying Services & Deliverables Subject: How the iPad is Impacting the Reprints Marketplace Background: More pharmaceutical companies are moving away from traditional paper reprints and are arming their sales force with digital ePrints as a tool for communicating brand information to physicians. The pharmaceutical industry is beginning [...]


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Yahoo’s Rich Ads in Search (RAIS)

Date:  October 17, 2012 Analyst:  Tatiana Morozova, Supervisor, Search Engine Marketing Subject:  Recommendation on Pharma Brand Use of RAIS Background: To compete with Google’s robust advertising options, Yahoo/Bing started offering pharma advertisers the ability to serve black box ad units via their Rich Ads in Search (RAIS) platform as of Q4 2011. This allows advertisers [...]


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The Importance of Mobile Media

Date: October 15, 2012 Analyst:  Beth Haufler, Broadcast Media Supervisor Subject:  Making Mobile Media a More Effective Platform Background and Industry Implications: Mobile is a critical channel for reaching today’s consumers. It accounts for 10% of all Internet traffic, and Mashable reports that number is growing. It is an actionable platform.  Mobile customers are more [...]


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Email Marketing to Healthcare Professionals

Date: October 3, 2012  Analyst:  José Ferreira, Manager, ByDoctor® and Data Assets Subject: The Importance of E-Mail Marketing Background: Over the past five years we have conducted countless primary market research studies and one thing has become abundantly clear –virtually all healthcare professionals (HCPs) want to receive pharmaceutical product information via e-mail.  While there has [...]


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Effectiveness of Direct Mail Marketing to HCPs

Date: August 14, 2012 Analyst: Kate Korczykowski, Media Director Subject: Direct Mail in the Age of Digital Background: Direct mail has been a part of the promotional landscape for 140 years, since the advent of the Montgomery Ward Catalogue in 1872. Mail has unparalleled reach across the US with both consumers and HCPs and multiple [...]


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‘Do Not Track’ Privacy and its Impact on Advertising

Date: July 5, 2012 Analyst: Brett Marvel, Senior Media Planner Subject: ‘Do Not Track’ Privacy and its Impact on Advertising Background: Microsoft will soon release the Windows 8 platform and with it Internet Explorer 10; as part of this, Do Not Track (DNT) technology would be turned on by default. Internet Explorer currently accounts for [...]


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Google Health Symptom Search Results

Date: April 13, 2012 Analyst: Mitch Cross, Director Search Engine Marketing and Ankit Shah, Media Director Subject: Google’s New Health Search Results Background: According to Google’s own internal data, searches on symptom-related keywords are often followed by searches related to conditions relevant to those symptoms. In an effort to improve user experience, Google has launched [...]


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National TV Buying for Pharma

Date:April 3, 2012 Analyst: Beth Haufler, Broadcast Media Supervisor, Communications Media Inc. Subject:National TV Buying: Upfront, Scatter or Opportunistic Markets and Recommendations for Client Action Background: TV buyers usually employ one of three types of buying strategies, and a variety of factors can help determine which strategy is best suited for a client’s needs. Buyers [...]


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Updated MMA Mobile Ad Unit Guidelines

Date: March 6, 2012 Analyst: Brett Marvel, Senior Media Planner and Ellen McMonigle, Communications Planning Supervisor Subject: Impact of MMA Updated Mobile Ad Unit Guidelines and Recommendations for Client Action Background:The Mobile Marketing Association (MMA) recently released an updated set of global mobile advertising unit guidelines. The intentions of these guidelines are to simplify the [...]


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Google Analytics

Date: December 22, 2011 Analyst: Jason Steinberg, Senior Campaign Analyst, IQRx Subject: Recommendations on Client Use of Google Analytics Background and Industry Implications: Google Analytics has launched several new products over the past quarter that can offer significant benefit to clients. To utilize each product, the site must implement the Google Analytics code, which is [...]


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With advertising budgets shrinking and the use of new media channels growing, what are the keys to integration?

The keys to journal integration are simple. Once you craft the message that will resonate with your target audience, it's time to make sure you're using the correct media vehicles. Whether journals, targeted media, digital media or convention media, it's critical to understand the hearts and minds of your prescribers, and especially where they are accessing information. Journals themselves have continued to be the top source of info for physicians, but as budgets tighten, and schedules constrict, it becomes critical to know which are those most favored by your target physicians. After that, you need only determine the reach and frequency warranted by your product's lifecycle stage needs and the competitive landscape, to ensure the right level of journal integration into your media schedule.

What technology changes (mobile platforms such as Twitter, mobile web, apps, iPad, and Android) do you see being of use to you and your clients?

We believe mobile, in general, will offer tremendous opportunity for our clients to reach, interact, and create dialog with their customers in ways that were never possible before. Everyone at CMI has received their own iPad so we can all be in the position to experience firsthand how these technologies are going to change the way communication interaction will take place in the future. Clients are no longer constrained by the traditional "pushing" of messages into the marketplace. They are now in a position to create relatively low-cost, but useful, applications that help physicians treat patients and help patients care for themselves by becoming better-informed consumers of healthcare. In doing so, they can create an even stronger connection with our clients' brands than promotional messages can achieve by themselves. The interactivity of these new technologies allows our clients to become a part of the discussion taking place around their brands and the conditions they treat. Rather than having to talk at their customers, they can now speak with their customers.

Given recent decisions by some clients to put media planning and media buying services up for review, should the industry expect more such activity?

No surprises here. Pharma clients must always ensure success and accountability from all their expenditures. The more visible and attention-getting aspects of media spending changes have always been more obvious given third-party audits, media suppliers and others impacted when budgets are suddenly altered. Last-minute budget reductions represent a band-aid approach to expense control and can reduce promotional impact. Satisfying budget limitations while achieving desired behavioral responses are better dealt with at the source, and at the outset, to ensure proper planning and buying through application of a fully integrated and accountable process. Efficient planning, coupled with well-executed and optimized media buying, can produce required efficiencies without sacrificing results.

How has the media services industry changed in the past few years?

Today, media is tasked with creating engagement and facilitating dialog among clients, healthcare providers, patients, and caregivers. And thanks to the technology of our times, targeting can be pinpointed at the individual target physician level. Understanding how the new and emerging communications channels work together…and with traditional media…is important to successfully achieving our clients' business goals. The need for media transparency, flexibility, accountability, and adjustability is paramount in the dynamic marketplace of today. And, we have worked hard to perfect the ability to adjust media programs as needed to capitalize on the feedback that is continually streamed back to us as programs are launched.