INSIGHTS
Media VitalsTM 2018 What Prescribers Want and Need from Pharma 7-Specialty Report is here! CLICK HERE to request your copy.

Whitepaper - Immersion is Now: Choose Your Own (Video) Adventure

Last month, we glimpsed the future at CES. How will these amazing launches and buzz-worthy technology affect us in our lives and work? CMI/Compas is part of a new collaboration with other WPP companies and clients that produced a series of articles about trends seen at CES - and the first is by CMI/Compas Associate Director, Social Media, Alexandra Gilson. You can see the entire series here: http://wpphealth.com/ces-2019
POV - How Pharma Can Leverage Facebook Health Support Groups

Whether newly diagnosed or having a condition for decades, whether a chronic or curable condition, patients are looking for information and to connect with others – and more than ever they are doing this in Facebook groups.
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Whitepaper - Do We Need a Patient, Consumer or Partnership Mindset?

The latest WPP Health collaboration includes one of the most debated topics in our industry: how we treat the people who use our products. To read the rest of the articles included in ThinkWell Volume 3, go to http://www.thinkwellwpphp.com/.
POV - Community Management In A Regulated Environment

Before you even consider the effects and implications of regulations, and of reputational concerns, it’s important to be aware of the four core components of a successful community management program.
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Whitepaper - Creating a Value Constellation: Exploring Wearables and Apps for Pharma Brands

Should you be considering apps and wearables in your campaigns? Both technologies have significant potential for healthcare and should be examined for use by pharma brands. This thought piece explores the data behind the tech, along with helpful insights to ensure successful implementation.
POV - Crafting Content That Ranks

When launching a new treatment or medical device one of the top things to consider is how people will become aware of it. Search is a primary way that people access and learn new information, so it’s key that brands prioritize their organic search strategy.
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Whitepaper - Justification for Gamification: Why Pharma Brands Should Consider This Engagement Tactic

Gamification, in short, is when elements of a game are added to something, making it fun and/or competitive. Gamification has evolved from a hot topic in marketing to becoming more of a ‘tried and true’ tactic. It has been trendy for several years, and is only increasing in popularity.
POV - 5 Ways 5G Will Change Healthcare and Brand Messaging

With all the rapid technological shifts taking place currently, such as the rise of voice assistants, virtual reality, AI and countless others, there is one massive technological shift about to take place that may have a much larger impact on the health space than any others: 5G.
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Whitepaper - An EHR Overview for Pharma Marketers

EHRs, or Electronic Healthcare Records, are used by providers and staff to manage a range of patient care, including administrative, lab test ordering/reporting, prescribing, and patient communication. This whitepaper details the background on EHRs, along with possible opportunities and challenges for pharma.
POV - Organic Social Sharing Opportunities

As social media continues to evolve to meet the everyday needs of users, website owners are faced with the same challenge: how to provide users relevant information and a quick, seamless experience.
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Whitepaper - WPP Health & Wellness @ SXSW: Digital Health Trends from the Interactive Festival

Every March, thousands of thinkers, futurists, and creative people from nearly every industry flock to Austin, Texas to take in the trends and innovations shaping the future of film, technology, and music. Increasingly, SXSW has a health focus, making it a critical venue for our future-looking pharma marketers. Our team on the scene from WPP Health & Wellness – including CMI/Compas – curated top 5 hot topics in health & tech so you can feel like you were there.
POV - Why Publisher Microsites Are a Tactic Marketers Should Consider

Publisher microsites are leveraged as a ‘one-stop-shop’ for all materials associated with a single topic/event and were first used in 1999. Prior to that, an organization’s main website was the single resource for all information. Microsites have since become a proven-effective way to highlight a brand, initiative or event.
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Whitepaper - CES 2018-A Report from CMI/Compas and WPP Health & Wellness

Health and technology collide today more than ever. Thought leaders from CMI/Compas and WPP Health & Wellness attended the CES 2018 show to bring you all that is emerging and changing in health and tech. This report offers you a look at the announcements, innovations, and excitement from the CES show plus our perspectives on what it all means for pharma marketers.
POV - Google’s Removal of Average Position & How it Will Affect Your Campaigns

Google recently announced that it plans to sunset the average position metric within Google Ads in September 2019.  Average position is a performance metric that tells advertisers in what order their ad appears on the Search Engine Results Page (SERP) in relation to other advertisers.
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Whitepaper - SXSW 2017 Key Trends and Takeaways

Our thought leaders Eugene Lee, EVP, Managing Director and Justin Freid, SVP, Search Engine Marketing and Emerging Media are quoted in this WPP-produced thought piece on the annual forward-focused gathering of creative minds at SXSW. AI, Chat Bots, Ending Cancer, Women’s Health, and HealthTech were the major themes of the conference. Download to read more about the event and our team’s takeaways.
POV - Google real time bidding (RTB) categories share highly intimate consumer data: what US-based pharma clients should know

In a seemingly endless wave of General Data Protection Regulation (GDPR)-related lawsuits filed in the EU, one could have a massive effect on contextual and programmatic vendors who leverage Real Time Bidding (RTB) utilizing ad categories provided by Google and Internet Advertising Bureau (IAB).
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Whitepaper - Importance of Considering Podcasts in the Media Mix

Knowledge and usage of podcasts, especially among consumer audiences, has continued to grow, yet sponsorship opportunities for healthcare brands remain limited. As partners begin to integrate ad options into their platforms, brands should consider these programs to deliver messaging to engaged audiences and benefit from the strong relationships podcast hosts have cultivated with their followers. This Whitepaper will review podcast consumption habits and the options available to pharma brands to incorporate this into their future media mix.
POV - Selecting Engaging Content for Contextual Display Media

HCPs continue to report how important clinical guidelines, opinions of peers and colleagues, and clinical efficacy data are in their treatment decisions. And while our Media Vitals research shows us they still rely heavily on traditional channels like journals for this information, HCPs are like the rest of us, always looking for more interesting ways to learn.
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Whitepaper - Google’s Algorithm has Changed SEO and Why That’s a Good Thing

Since Google’s inception, its goal has been to provide visitors with the most relevant website content, best answering posed or queries searched. Learn more about the evolution of the Google algorithm by clicking "Download" below.
POV - CMS Proposes Pricing Info Included on DTC Ads: What You Need to Know

Dr. Susan Dorfman Chief Commercial Officer Justin Freid EVP, Managing Director Carly Kuper SVP, Public Relations & Corporate Communications With contribution from David Bowen, HK Strategies   Executive Summary The Centers for Medicare & Medicaid Services is taking steps to require pricing to be included in DTC advertising. In response, PhRMA has issued new transparency […]
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Whitepaper - Deep Look at Diabetes – a CMI/Compas and Endocrine Today Whitepaper

The diabetes journey touches many people in many ways, from patient to caregiver to healthcare professional. In a new whitepaper collaboration by CMI/Compas and Endocrine Today, that journey is explored to show how pharma can support.
POV - The Importance of Print Media in Today’s NPP Channel Mix

In an industry surrounded by digital marketing, it’s easy to forget the importance of print media in the overall non-personal promotional (NPP) channel mix. What we as marketers often overlook is that print media can be a strategic complement to digital, and not an alternative to it. Print media has often been viewed as a foundation to most marketing plans, playing an integral part of reaching key customers.
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Whitepaper - Digital Ad Verification: A CMI/Compas Whitepaper

Fraudulent advertising behaviors are becoming more prevalent, costing advertisers millions of dollars a month in wasted ad impressions and clicks. In this CMI/Compas whitepaper, our experts explain what you need to know about digital ad verification and what CMI/Compas is doing to address the challenges of viewability, placement verification, and fraudulent activity.
POV - Client FYI: How Facebook Changes are Impacting Pharma Marketers

No doubt you’ve been seeing a lot of news about Facebook this week, including stories about use of the company’s collected data and changes to the algorithm. This POV will address the latest news and how it may impact pharma marketers.
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Whitepaper - Connecting the Dots of Point of Care Engagement Opportunities: A CMI/Compas Infographic

Engagement opportunities exist at the point of care with unique, viable ways to drive audience engagement and conversation between patients, prescribers, and pharmacists. This infographic discusses the multiple opportunities for delivering brand messages at the point of care and is authored by the CMI/Compas team of Phil Turicik, Senior Campaign Analyst; Jana Truax, Supervisor, Media; Chelsea Tilghman, Search Analyst; Kyle Cooper Media Planner, and Julia Benson, Associate Media Planner.
POV - Voice Search & Voice Assistants: From Type to Talk

Technology advancements are often the catalyst to shifts in a marketplace. There’s a lot of buzz about how AI, cryptocurrency and blockchain will change our lives forever, but one technology in particular is significantly changing our lives right now: voice. Why is voice so popular all of the sudden? How are people using it and what should your brand be doing?
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Whitepaper - The Domain Conundrum

When launching a new brand, one critical decision is if content will be available online via one domain for all audiences or if multiple domains-one for HCP and another for consumers-is better for delivering relevant messages. In this thought piece Mike Ranalli, SEO Supervisor and Andrew Miller, Associate Director of SEM provide rationale for creating separate websites with recommendations to brand teams for search optimization.
POV - What Pharma Marketers Should Know about Email Service Provider (ESP) Image Blocking

Collecting accurate data from email is essential to pharma marketers as it provides valuable insight into the effectiveness of both the promotional content and email as a marketing channel. As pharmaceutical companies invest money to deliver promotional messages to target audiences, they want to ensure their emails are being opened and read, yet the obstacle of ESP (email service provider) blocking affects the possibility of messages reaching the physicians that brands want to target.
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Whitepaper - Why Your Audiences Will Thank You for Buying Programmatically

Delivering ads to the right audience with no waste is a home run, and programmatic buying is the star player that can help make it happen. In this brand new thought piece, Media Director Brian Werner explains how programmatic buying has become a critical tool to engaging professional and consumer audiences, and shares what you need to know about the technology.
POV - Talent Development and Agency Success

What happens when a company prioritizes listening to their employees? CMI/Compas is proud of our low turnover rate, high employee return rate, and industry-leading employee tenure. Read this POV to learn more about how we’ve learned and paid attention to what matters to our employees, and why that makes CMI/Compas different.
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Whitepaper - Media Vitals 2014TM – What Prescribers Want and Need from Pharma: A 10-Specialty Report

Media Vitals™ assesses the media consumption habits of HCPs to provide pharma marketers a deep understanding of key factors impacting physician engagement. We've asked 90+ questions across 24 specialties to offer critical insights for reaching, engaging, and owning target audiences. A selection of the key data and insights will be included in this free report.
POV - Strategic Media Planning: Addressing Misconceptions and Highlighting Best Practices for Successful Engagement in Pharma Marketing

This POV will address common misconceptions in media planning and show how a strategic approach can make media planning one of the most important tools in marketing.
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Whitepaper - Focus on Optometrists and Ophthalmologists

Learn what makes optometrists and ophthalmologists different from other medical specialties—and how to successfully engage with them through media and promotion. This thought piece authored by Beth Barron, Vice President, Media Director and Lisa Costa, Senior Account Manager, looks at the day-to-day lives of eyecare professionals (ECPs) to help you better serve them.
POV - Apple Health Records

On Jan 24 2018, Apple announced a significant update to the Health app with the iOS 11.3 beta, debuting a feature for customers to see their medical records right on their iPhone. The updated Health Records section within the Health app brings together hospitals, clinics and the existing Health apps to make it easy for consumers to see their available medical data from multiple providers whenever they choose.
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Whitepaper - Google’s Algorithm has Changed SEO and Why That’s a Good Thing

Google's goal is to provide visitors with the most relevant website content, best answering questions posed or queries searched. Proactively refreshing Google's search algorithm is how it continues to deliver high quality results. This whitepaper guides pharma marketers on what you should be thinking about for a comprehensive content strategy.
POV - Decoding GDPR for Pharma Marketers

GDPR is the regulation set by European lawmakers to protect the personal information of EU consumers. Any information used to identify a natural person or “data subject” falls within these guidelines. Name, photo, bank details, email addresses, posts on social media, medical information, and IP address are examples of Personal identifiable information under GDPR.
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Whitepaper - Top 5 Emerging Media Buying Best Practices

Pharma must not only be strategic in how they look at their media plans, but also be strategic in how they are buying those planned tactics. Topics in this whitepaper of buying best practices include: setting goals and understanding client expectations, channel consolidation, cost efficiency, compliance, and multi-channel ad verification.
POV - Gen Alpha: What Marketers Should Know About How Today’s Children Use Technology

Today’s 6-year-olds enjoy coloring and blocks. They can also probably use a tablet and its corresponding apps better than most adults. They speak to Amazon’s Alexa as if she is a close friend and when they need information, the first place they turn is the Internet (rather than a parent).
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Whitepaper - Content Marketing for the Pharma Industry: A CMI/Compas Whitepaper

This whitepaper authored by our search experts, Matt Howell and Justin Freid looks at the expectations and challenges of content marketing in our industry and discusses how to achieve meaningful, compelling and impactful content.
POV - Why Mobile Customization is Key in Pharma Advertising

Most healthcare brands are now making mobile a priority. Recently there are even more reasons to do so, as well as ways to make this channel work for you to better engage HCP audiences. This POV will review why mobile is important for your brand and list ways to harness the medium for your brand goals.
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