What Pharma Marketers Need to Know About Ad Verification - 2015
Knowing what's real and what isn't is essential, especially when it comes to advertising. 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.
Focus on Diabetes
When patients are diagnosed with diabetes, physicians may not always be their best resource for education due to lack of time. In this thought piece, Morgan Moerder, Media Planner explains how pharma can be a resource for diabetes patients and their physicians.
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.
Press Release: TOP 10 PHARMA JOINS THE RANKS OF DIGITAL LEADERS IN LAUNCHING ADMISSION PROGRAMMATIC BUYING PLATFORM TO REACH PHYSICIANS IN THEIR DIGITAL SURROUND
A top-10 global pharmaceutical giant joins the ranks of other digital leaders in launching Compas, Inc.'s programmatic buying platform , AdMissionSM, to reach their target physician audiences in their digital surround.
Launched earlier this year in partnership with leading programmatic technology firm Proclivity Media, AdMissionSM exclusively leverages advanced technology and Compas' proprietary ByDoctor® data and deep industry insights to buy, serve and optimize on-demand, real-time healthcare provider (HCP)-level targeted digital media placements - a first in the healthcare industry. Using the power of programmatic buying technology, AdMissionSM guarantees relevant media placements will reach target-specific audiences when they arrive on publisher sites across both healthcare and consumer web properties, including websites and mobile apps.
AdMissionSM is the nation's only active platform to consistently reach and deliver messages to target HCPs in their daily digital environment, maximizing the effectiveness of a brand's campaign and eliminating wasted spend with full transparency and enhanced ad verification.
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.
Focus on Oncologists
At diagnosis, patients generally don't hear past the word "cancer." And when doctors try to communicate and educate their patients, they often find themselves without the tools to do so effectively. In this thought piece, Melanie Bonomolo, Media Director and Brandy Colangelo, Senior Account Manager, discuss what makes oncologists different from other specialists and how pharma can best engage this group.
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.
Media Vitals 2014TM - What Prescribers Want and Need from Pharma: A 10-Specialty Report
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.
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.
Paid Search Keyword Data Being Blocked by Google and Shifted to AdWords
Google did something that made a lot of people panic - but did our search experts panic? No way! Here's why: they found a roundabout. All of the details are in this excellent new POV by Associate Director of Search Engine Marketing, Andrew Miller and Chelsea Tilghman, Search Engine Marketing Analyst.
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 thought piece, authored by SEO expert Mike Ranalli, guides pharma marketers on what you should be thinking about for a comprehensive content strategy that is optimized for organic search and delivers what your audiences are looking for.
FDA's Draft Guidance on Social Media: What You Need to Know
What you need to know about the two draft guidance documents on social media issued by FDA.
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.
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.
Schema.org, Rich Snippets and SEO
Understanding search keywords is like figuring out a puzzle. Does a 'cardio' search mean cardiovascular disease or best cardio workout? Our Search team experts author this POV explaining how Schema.org combined with Rich Snippets figure out the puzzle for you by tagging specific words within codes on your website.
The DAA and AdChoices Logo and How it Affects Retargeting Campaigns
What is the DAA and AdChoices logo and how does it affect retargeting campaigns? Our newest POV authored by Kate Zwizanski, Media Director, explains the regulations behind "online behavioral" or "interest based" targeting campaigns and what you should to when considering retargeting campaigns
Capturing and Engaging Paid search or organic search - and what does PPC mean?
We all know Search is important, but the terms and details can get confusing quickly. 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. Click below to request the free Whitepaper.
How Google's Knowledge Graph Impacts Pharma, and What Pharma Marketers Can Do About It: A CMI/Compas POV
Google has updated their Knowledge Graph, and it has implications for pharma - are you ready? Get up to speed in a few minutes with this new POV by two of our search engine marketing experts, Conor Hafertepe, Assistant Planner and Mark Barletta, Supervisor. They dissect what Google's Knowledge Graph means for pharma marketers and your brand's search results.
Capturing and Engaging Physician Audiences with Search: A CMI/Compas Whitepaper
Paid search or organic search - and what does PPC mean? We all know Search is important, but the terms and details can get confusing quickly. 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. Click below to request the free 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. Click below to request the free POV that will bring you up to speed in 5 minutes or less.
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. We've got you covered in the war against robots - online, anyway. If they start attacking in person you're on your own.
An EHR Overview for Pharma Marketers
Specifically written for pharma marketers, this whitepaper provides guidance on EHR requirements, the future of the technology, and what challenges and opportunities are expected for you and for your key HCP audiences.
How Google Hummingbird Impacts Pharma's Search Marketing
Insights and recommendations for what your brand should be doing to optimize for Hummingbird, Google's latest update to its search algorithm.
What Physicians Want and Need from Pharma: A 9-Specialty Report
To better arm pharma marketers with the knowledge for successful access to and engagement of their target audiences, CMI/Compas has released this research report, looking deeply across 9 physician specialties and their media consumption preferences and habits.
Traditional Print's Migration to Multi-Channel
Doctors are becoming more multi-channel and publishers are moving in accordance with this trend. This pieces offers insight into the changing landscape and recommendations for ensuring successful HCP engagement.
US Specialties Physician Count
A sneak peek
at the Top 10 US specialties.
10-Specialty Report: What Doctors Want and How Pharma Can Deliver
As access to physicians continues to erode for pharma companies, the physician shortage continues to grow and challenge marketers. This study offers insight into engaging HCPs through non-personal promotion based on media consumption habits and preferences.
Engaging Nurse Practitioners and Physician Assistants Using HCP-Level Promotional Access and Preferences
Research documenting how HCPs across therapeutic specialties use various communication channels and tactics within those channels.
Digital Perspectives of HCPs
An excerpt on the digital behaviors of HCPs from the CMI/Compas 2013 Media VitalsTM 21-specialty study.
Doctor Email Preferences - The current received wisdom within the HCP marketing sphere is that custom emails sent by medical marketing publishers outperform custom emails sent by pharmaceutical manufacturers/marketers. CMI/Compas put that theory to the test and shares our findings in this report.
Study on Doctors' Views of Direct-to-Consumer Drug Advertising
A PULSETM survey of HCPs to understand their attitudes and behaviors associated with direct-to-consumer advertising of prescription drugs.
HCP Media Spend Trends in Pharma
Since 2010 the media mix has shifted more toward digital and targeted media. Compas looks at reasons for this shift, including the decrease in sales force and increased adoption of new technology. This report reviews the data and major trends, and provides recommendations to Pharma marketers for positive results.
The Content Disconnect
Bridging the Pharma/Publisher Gap for Better HCP Engagement: Compas recently held a summit during which our executives listened to the goals and challenges of both pharma marketers and publishers who are navigating through the changing media landscape. This thought piece shares what both sides want and need in terms of delivering medical content to target audiences, and offers solutions to bridge the gaps identified between marketers and publishers.
The Evolution of PCP Preferences for Receiving Product Information in Lieu of a Rep
A multi-year comparative analysis offering critical insight into the promotional-preference evolution of primary care physicians. The brief used CMI/Compas proprietary ByDoctor® OnDemand™ promotional response data going back to 2009, concluding that as sales forces dwindle, it's exponentially important for Pharma to engage with PCPs based on their growing multi-channel affinity.