INSIGHTS
Media VitalsTM 2017 What Physicians Want and Need from Pharma report is now available. CLICK HERE to request your copy.

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 - 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 - 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 - 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 - 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 - 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 - 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 - 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 - 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 - 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

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 - 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 - 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 - 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 - 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 - 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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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 - 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 - 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 - The HCP Generational Divide – ThinkWell Vol. 2

While much work has been done to understand the generational differences of consumers, very little has been done to focus on the generational differences of healthcare professionals (HCPs), specifically of physicians. Today, the physician generational divide is more important than ever, as Generation X overtakes baby boomers as the largest group of practicing physicians, and as more Generation Y doctors emerge into the workforce. Within each population, it is also important to note an increasingly higher gap closure between the gender divide—with Generation Y having a nearly 1:1 female-to-male ratio, while boomers show only a 1:3 ratio.
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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 - How Net Neutrality May Affect Pharma Marketing

With the recent news about the FCC’s decision to repeal Net Neutrality laws dominating the headlines, many are left wondering how this will impact marketing efforts. Today, knowing very little on what Internet providers will change related to how they provide and charge for their services, it is difficult to predict exactly how it will […]
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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 - The Benefits and Possibilities of Pre-Roll for Pharma

When Google bought YouTube in 2006 its main focus was figuring out how to monetize the influx of all the videos being uploaded at an ever increasing rate on the platform. One of the methods for capitalizing on video consumption was display advertising, specifically pre-roll.
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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 - 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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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 - 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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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 - 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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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 - 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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Whitepaper - Capturing and Engaging Physician Audiences with Search: A CMI/Compas Whitepaper

In this new CMI/Compas Whitepaper our Search team experts offer a primer to the ins and outs of Search, as well as outlining why HCP-specific search strategy is critical for pharma brands.
POV - 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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Whitepaper - FDA Loosens Reigns on Social Advertising: Highlights for Pharma Marketers

In January 2014 the FDA released additional information regarding their stance on social media advertising. CMI/Compas analysts reviewed the multi-page, extensive document and provide in a new POV the highlights most critical to our clients and partners.
POV - 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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Whitepaper - What Pharma Marketers Need to Know About Ad Verification

Is that a physician reading your website – or a robot? As cool as robots seem in sci-fi movies, they’re not cool in pharma marketing. In this whitepaper our experts outline the dangers of ad fraud and describe what can be done about it, including a recommendation specific to pharma marketers.
POV - 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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Whitepaper - Shedding Light on the Sunshine Act (Infographic)

The Sunshine Act is major legislation that affects our industry, and the first big deadline is Aug. 1, 2013. The purpose of this infographic is to help navigate the law. We encourage you to contact your CMI/Compas media or account lead with any questions.
POV - 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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