Bumper Ads for Pharma


As multimedia advertising continues to advance, Google recently launched a new format to target users at the start of YouTube videos, similar to pre-roll ads. Bumper ads are 6 second videos which provide reach and have been shown to drive greater brand recall in a mobile-first world. Per Google’s studies on the effectiveness of bumper ads, they drove 30% higher ad recall than in-stream ads.


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Triggered Messaging for Pharma


What if we could make a smarter investment by continuing to engage physicians who have shown interest in our content? Now, we can! This is known as Triggered Messaging.


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Facebook Debuts Messenger Ads: What Pharma Marketers Should Know


Jacki LaBoy Analyst, Social Media   Background Facebook is expanding onto the home screen of its instant messaging app, Messenger. This new placement allows advertisers to reach customers in their Messenger inbox, in between their most recent conversations with friends, bots, and brands. Ads in Messenger is managed along with Facebook’s Newsfeed and Right Column ad […]


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Right Place at the Right Time: Dynamic Content Ads in Healthcare Marketing


Digital advertising in the HCP space typically consists of developing standard HTML5 banners with one or two calls to action to drive the viewer to additional information. Other banners, such as expandable banners, can be more interactive, exposing the viewer to more content for deeper engagement. But what if your digital banner message could render differently in real time? Changing the message to be as specific and informative to the viewer at the right place at the right time? What if this kind of technology existed, changing the future of audience targeting?


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The Rise of Voice Search: What Pharma Brands Need to Do Now


Today, 1 out of every 5 searches is a voice search. Yet, many brands are not set up to take advantage of the rising growth in voice search. Thankfully there are a set of optimization efforts that can be implemented to put your brand in the forefront and capture the real estate across all forms of voice search.


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HTTPS Spells S-U-C-C-E-S-S


As the digital age evolves, and technology becomes more influential, security becomes a top priority for users. Exploring the web safely is top of mind for a lot people, especially as they become accustomed to sharing sensitive information. Google understands this need and how it applies to users who depend on natural search listings to find information online. That is why in August of 2014, Google announced that it would be adding site encryption status as a SEO ranking signal to its complex algorithm. This means that it would favor HTTPS sites over their HTTP counterparts.


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Early & Often: How to Get Maximum Strategic Value from Your Media Team


We at CMI have observed a positive trend over the past few years: more pharma brand teams are including media experts in the early stages of marketing planning. Their goals in adopting this approach include more impactful positioning, clearer messaging, and more efficient promotional strategies. This POV explains how brand teams are gaining strategic value from media expertise at five key points in the planning process to strengthen their methodologies and grow their return on investment (ROI).


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The Virtual Patient: How VR, AR and Other Technologies Are Set to Change Healthcare


Virtual reality and augmented reality technologies are among the hottest topics in the marketing world today, and with good reason – the possibilities to engage audiences in new ways are enticing. Pharma can and has been utilizing these technologies and we’re only at the beginning. This POV will explore the emerging virtual patient and how healthcare marketers can engage HCPs and patients alike.


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AdBlocking, Search and Social Media – What Pharma Marketers Should do Today


Ad blocking has emerged as a central issue that will affect all publishers and agencies, providing unique challenges to overcome in 2017 and beyond. Working in the healthcare industry, the effects of ad blocking are especially magnified as our target audiences are more specialized and harder to reach than a traditional consumer media audience. And ad blocking doesn’t just affect digital display ads – there is an impact in search and social media as well. Through a series of discussions with media partners and reviews of published studies, CMI/Compas has identified common precursors to ad blocking and how some publishers are looking to combat it. This POV will explore the steps pharma marketers should be taking now to ensure their brands are minimally affected by ad blocking.


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Google Changes to Ad Rank and What Action Pharma Marketers Should Take


It was announced this week that Google’s Ad Rank thresholds would be updating through the end of May. As a result, performance metrics like Cost Per Click (CPC) and Average Position could potentially be impacted. The CMI Search team is reviewing all client campaigns to institute adjustments. This POV addresses what changed and how we should be responding.


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Contextual Search Advertising for Pharma


It is common for healthcare professionals, consumers and caretakers to search online for health-related information. While SEM helps engage many of these hand-raisers, enabling a targeted push-marketing tactic, like contextual advertising, helps even more to shape preferences and garner a favorable action. This POV will review what contextual advertising is and how pharma can harness its power.


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Ad Extensions and How to Leverage Them for Pharma


Cory LeBihan Search Analyst David Bonnem Search Analyst   Background As one of the largest drivers of site traffic, paid search is a key component of any multichannel marketing strategy.  With an increasing number of brands taking advantage of this opportunity, crowding search results, and with limited space to convey key messages advertisers are constantly […]


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Top Ten in Health Tech: CMI/Compas Live from CES 2017


Michele Sirkin VP, Media This was the 50th anniversary of consumer tech conference CES, and health was present more than ever before. While some technologies introduced have clear immediate use, others only hint at what will be possible months or years down the road. Here is what we feel will be the top ten tech […]


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Google Launches Demographic-Based Targeting for Search Campaigns


Brian Coary Supervisor, Search Engine Marketing Matt Seyler Associate Search Analyst Executive Summary New demographic targeting capabilities through Google now allows advertisers to better utilize Google data to refine marketing efforts. Pharma marketers can take advantage of this benefit now. Background Aiming to provide paid search advertisers a greater ability to reach the appropriate audience, […]


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The Rise of Chatbots & Their Application In Pharma


Shyam Desai Associate Director, SEM Executive Summary Advances in technology, coupled with human demand and desire, intersect at points that we like to call “innovation.” One of the most common examples of human demand is access to information that can be provided immediately and requiring limited effort. Chatbots are one of those innovations, allowing humans […]


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Twitter Opens Its Advertising Doors with “Profiles Without Accounts” Test: What Does This Mean for Pharma Brands?


Background Advertising on various social platforms is nothing new. However, across these platforms, most require a brand or organization to establish their own presence in some compacity, via a dedicated page or a profile. In lieu of that requirement, Twitter has announced a major change to their advertising opportunities for brands interested in leveraging their […]


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Google Universal Analytics Tracking Updates and Workarounds


Overview As the digital landscape has evolved, so has the sophistication of the tools needed to truly understand user-flows and engagements. With this in mind, Google rolled out a suite of analytics tools in 2014, known as Google Universal Analytics (GUA). The suite took a number of well-known Google products and introduced a “one-stop shop” […]


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Live-Streaming for Pharma: An Introduction


Live-streaming is becoming a larger part of how content is distributed and digested. Having begun with smartphone apps like Periscope and Meerkat, live-streaming is now a key feature of social media platforms like Facebook and Twitter, and becoming more mainstream by the minute. Currently utilized most often by celebrities, thought leaders and media platforms, livestreaming […]


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Reprint Purchasing – New Era, New Strategies – Best Practices


The pharma content landscape is undergoing a sea change and we as an industry are tasked with finding more strategic ways to meaningfully interact with healthcare professionals while remaining compliant. HCPs have access to content through more channels than ever before. There is no shortage of valuable content – but the question remains: how to […]


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The Crackdown on Mobile Webpage Interstitials and How to Prevent a Penalty


Executive Summary Mobile usability is as important as ever. In order to rank in mobile search results, websites must prove they are mobile-friendly. As a means to prevent bad practices in mobile webpages, Google has announced an update to penalize webpages that use “intrusive interstitials” starting January 2017. According to a source from Google, most pharma […]


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An EHR Overview for Pharma Marketers


EHR Overview An electronic health record (EHR) is a secure software system that replaces the paper‐based records of patient health information. The EHR is used by the provider and their staff to manage a broad range of patient care, such as administrative, lab test ordering/reporting, prescribing and patient communication. A complete system includes both patient […]


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Pokemon Go for Pharma


The hot topic of the day? Pokemon Go. This augmented reality sensation actually has some relevance for pharma today, as you can see in today’s FiercePharma article “Can pharma marketers capitalize on the Pokémon Go craze?” We asked some of our experts to share how they see pharma getting in on this trend. Have we […]


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Ad Blocking: The Impact for Advertisers and What Steps Pharma Marketers Should Take


Ad Blocking Software use has been increasingly raising concerns in the advertising industry. Ad blocking has seen growth of 41% globally between 2014-2015, corresponding to about 200 million users, according to the Page Fair/Adobe study “The Cost of Ad Blocking.” In the US, 16% of those surveyed are using ad blockers. According to estimates in the report, there […]


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Twitter Revises Fundamental Character Limit Rules; How This Affects Pharma Marketers


Background: Twitter has recently removed some of its character limit rules in order to allow for more space in tweets. With these new updates, brands will now be able to enjoy greater flexibility with their tweets. These updates include the following: Tweets will no longer count the characters of “@names” when replying to a tweet, […]


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Google Launches Expanded Text Ads; How This Affects Your Business


An important alert for our clients and partners: Highlights: Google Adwords Text Ads will now, as “Expanded Text Ads,” have increased character limits across the headline and description lines Currently, for pharma brands, only branded and DSA campaigns can utilize the Expanded Text Ad format. It will be available to unbranded campaigns when the complete […]


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The Beginner’s Guide to Googlebot Optimization


Among the top tactics to improve your brand website’s organic rankings sits Googlebot optimization, a way to play well with Google’s web crawler in order to improve your drug or disease-state website’s results. This POV defines the role of Googlebot in SEO and offers a checklist of how to improve your results. (Don’t worry, Googlebot […]


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Apple Watch Implication on Pharma


Overview Goals Today’s patients are playing a bigger role in educating themselves on their diseases, treatment options and overall healthcare decisions. With the increase in popularity of wearable devices, technology is making it even easier for people to be proactive about their health by providing an easier way to track daily lifestyle habits. Our goal […]


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Importance of Mobile in the Media Mix


Executive Summary Mobile is no longer a “nice to have” medium – with mobile becoming a primary medium for physicians and consumers, pharma should put it in the “need to have” category. Over the past several years the mobile phone has been elevated from a device used exclusively for on-the-go calls to an everyday necessity […]


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How to Make Ever-Changing Search Engine Results Pages Work for Your Brand


Executive Summary The status quo for search engine results have changed, now offering more results per search, and incorporating more vertical site information within. In some cases this can lead to pharma brand results appearing later in the search results stream. We recommend several tactics to address this, and among the most critical is to […]


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New Native Ad Guidelines and What Steps You Need to Take


Executive Summary In December the Federal Trade Commission (FTC) published two documents that outline their policies around transparency of Native Advertising: Commission Enforcement Policy Statement on Deceptively Formatted Advertisements Native Advertising: A Guide for Businesses In certain instances, the FTC’s disclosure recommendations contradict those widely adopted and previously published by the Interactive Advertising Bureau (IAB). […]


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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.