The Beginner’s Guide to Googlebot Optimization


Executive Summary 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 […]


Read more

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 […]


Read more

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 […]


Read more

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 […]


Read more

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). […]


Read more

Google Introduced AMP Project to Speed up Mobile Delivery


Introduction  Google search services, which now resides under the parent company Alphabet has made a history of being at the forefront of technology, user-experience and web visibility for brands looking to get their information in front of the right eyes. Sometimes, however, its best ideas are simply copycats with a twist. The search giant has […]


Read more

How to Maximize Medical Reprint Investment in Wake of the Sunshine Act and Other Industry Challenges


Over the last few years the commercial landscape in our industry has changed significantly.  We have to work harder and smarter at communicating client brand messages.  HCPs need a more personalized experience, catering to their media consumption habits. They want to receive information on their terms based on their preferences, through preferred channels. Two of […]


Read more

Electronic Health Records and Pharmaceutical Advertising


Current Landscape Electronic Health Records have made a huge leap for physicians, completely changing workflows, clinical and administrative tasks, and interaction with patients. The adoption rate of EHRs has skyrocketed up to 80% in the past 6 years and continues to grow. Due to the sheer number of physicians using these platforms, there is a […]


Read more

Ad Blocking Goes Mobile with iOS9- Implications for Pharma and Readiness Planning


Executive Summary The next Apple operating system update has the potential to push ad blocking into the mainstream.  According to Apple’s pre-released developer documentation for new versions of its iOS and OS X operating systems, the company plans to bring content blocking extensions to the Safari Web browser.  For developers, the folks that build apps, […]


Read more

ISI Requirements at Risk on Google Browsers


A coming change to the new version of Google Chrome poses a major effect on Flash banner ads. Learn what CMI/Compas recommends to satisfy all requirements and prevent FDA violation.


Read more

Updates To Google Advertising Policy


Please contact Justin Freid, VP Search & Emerging Media, with any questions: jfreid@cmimedia.com As a preferred Google Partner, CMI was notified of upcoming changes to Google Adwords ad formats that will be rolled out in two phases over the next few months. These changes have a large impact on the pharma industry, and will result […]


Read more

Potential of One Click Rule to Change Pharma Marketing


June 2015 Analysts: Justin Freid, VP, Search Engine Marketing & Emerging Media and Cory LeBihan, Associate Search Analyst Executive Summary A bill currently in the House of Representatives dubbed the “One Click Rule” would allow ISI information to be included via a link, rather than within the ad. This could have major implications for the […]


Read more

What Pharma Marketers Should Know About Knowledge Graph


April 2015 Analysts: Andrew Miller, Associate Director, Search Engine Marketing & Michael Ranalli, SEO Supervisor  Background: Google has updated their Knowledge Graph yet again in an effort to provide fast, accurate information to those searching for common health conditions.  With over 30 billion health related searches occurring last year on Google, you can understand why […]


Read more

.Sucks Domains Bring Problems and Opportunities to Pharma


April 2015 Analysts: Justin Freid, VP, Search Engine Marketing & Emerging Media and Carly Kuper, VP, Strategic Marketing & Corporate Communications Over 500 top level domains (gTLDs) soon will be available for purchase. Normally, this would not be news, but these top level domains will be available with .sucks as the suffix. For the pharmaceutical […]


Read more

Turning Data into Conversions: A Primer on New Developments in Behavioral Analysis


March 2015 Analysts: Matthew Howell, Senior Search Analyst & Jessica Kichline, Senior Search Analyst Data drives decision making, and in 2015 this has never been more true. As more innovative marketing tactics and technology come to fruition, a more complex way to track user experience and user behavior has become increasingly necessary. Google has begun […]


Read more

What Google’s Latest Mobile Search Changes Mean for Pharma


March 2015 Analysts: Michael Ranalli, SEO Supervisor and David Hur SEO Analyst Adapting to Mobile for Pharma Marketing It’s indisputable: mobile is a leading medium for researching topics, therefore, it is at the forefront of organic search. It’s important for pharma marketers to keep tabs on best practices because websites without a customized mobile experience […]


Read more

Pharma Hotlist: Apps are Good Medicine


In an ongoing series, Q&A sessions with media experts from CMI/Compas explore what pharma needs to know about how physicians are using apps in their practice. An app – short for application – is software, typically small and specialized, that runs on mobile devices, although they can be found on most digital platforms. Kelly McFadden, […]


Read more

What Pharma Marketers Should Know and Should Do About Google’s Health Upgrades to Knowledge Graph


Date: February 2015 Analysts: Dan Nolan, Supervisor, Search Engine Marketing and Justin Maziarz, Search Analyst What Pharma Marketers Should Know:  Google has updated the Knowledge Graph to display a wide range of medical facts about the disease or condition in question, and for some of these conditions there will even be high-quality illustrations from licensed medical illustrators. “We’ll show […]


Read more

How Penguin 3.0 Impacts Organic Search for Pharmaceutical Brands


Analyst: David Hur, SEO, Analyst Date: February 2015 Identifying What Matters and Why it Matters  Have you checked where your brand’s website ranks in search engines recently?  Have you noticed any dramatic change in your brand’s site rankings since October?  Do you know where the links to your brand website come from?  These are the […]


Read more

Pharma Hotlist: Wearables


In an ongoing series, Q&A sessions with experts from CMI/Compas explore what pharma needs to know about the latest trends in engagement.  Wearable technology encompasses everything from smart watches and Google Glasses, to activity and fitness trackers, even to things like insoles in your shoes that vibrate to help a visually impaired person know when […]


Read more

The Domain Conundrum


November 24, 2015 Analysts: Mike Ranalli, Supervisor SEO  and Andrew Miller, Associate Director of SEM As brand planning for a launch brand moves forward, one of the most highly debated topics is often related to the use of multiple domains to house HCP and consumer content. It seems as if across the pharmaceutical industry, there […]


Read more

How Pharma Marketers Can Engage ACO and MCO Prescribers


How Pharma Marketers Can Engage ACO and MCO Prescribers and Influencers Date: November 2014 Analysts: Taryn Tarantino, VP Audience Strategy; Kelly McFadden, Media Account Supervisor; and Dan Adams, Media Account Supervisor Background In an effort to control the rising costs of healthcare, a payment and delivery model called Managed Care Organizations (MCO) came into prominence […]


Read more

Focus on Oncologists


Date: October 2014 Analysts: Melanie Bonomolo, Media Director & Brandy Colangelo, Senior Account Manager Focus on Oncologists In an ongoing series, CMI/Compas reports insights on healthcare providers by specialty. For this edition, we partnered with UBM to learn more about the day-to-day lives of oncologists to better serve them. What’s Different About This Specialty? Delivering […]


Read more

Why Your Audiences Will Thank You for Buying Programmatically


Date: September 2014 Analyst: Brian Werner, Media Director Overview I want my life to be about me. That may sound selfish, but like everyone I know, I’m busy and time-crunched, and have come to expect personalization and customization in today’s on-demand world. My phone instantly shows my favorite apps, my Starbucks barista knows my order, […]


Read more

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, […]


Read more

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 […]


Read more

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 […]


Read more

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 […]


Read more

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 […]


Read more

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 […]


Read more

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.