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.


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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 [...]


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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 [...]


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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 [...]


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.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 [...]


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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 [...]


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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 [...]


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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, [...]


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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 [...]


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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 [...]


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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 [...]


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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 [...]


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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 [...]


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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 [...]


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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, [...]


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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 Contact: Justin Freid, VP, Search Engine Marketing & Emerging Media, jfreid@cmimedia.com 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 search queries relating to [...]


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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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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.