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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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.