CMI/Compas 2014
2200 Renaissance Blvd., Suite 160
King of Prussia, PA 19406
Telephone: 484-322-0880
Facsimile: 484-322-0881
E-mail: [email protected]
Website: cmicompas.com
Finalist Vision Award
Quick Facts
| Accounts | |
|---|---|
| Account wins | 17 |
| Active business clients | 74 |
| Services Mix | |
|---|---|
| Full service non-personal promotion planning and investment management | 65% |
| Own-the-audience co-promotional partnerships | 20% |
| Customer insights and analytics | 15% |
Client Roster
Abbott
AbbVie
Amgen
AstraZeneca
Bayer
BoehringerIngelheim
Dendreon
Eisai
Eli Lilly
Genzyme
Gilead
GlaxoSmithKline
Johnson & Johnson
Lundbeck
Meda
Novartis/Alcon
Pfizer
Salix
Sanofi Aventis
Shire
Sunovion
Takeda/Millennium
Teva
UCB Pharma
Upsher-Smith
Brand managers who want to find out what promotional channels and messages their target HCPs are being exposed to are quickly turning to CMI/Compas’ HCP-level audience engagement services, agency executives say.
On a daily basis, CMI/Compas drives more than half of the life-science industry’s multi-channel media traffic and spend, reaching and engaging over 1.5 million HCPs and countless patients and consumers. With an eye on the challenging economic environment, the agency leverages its proprietary ByDoctor HCP-level database of multi-channel promotional access and preferences to ensure that every brand promotional dollar spent delivers a return – on objectives, engagement, and beyond.
CMI/Compas focuses on providing full-service audience planning, acquisition and promotional investment/execution. The agency steers more than 400 multi-channel promotional campaigns for its brand clients, and is responsible for over 30 percent of the industry’s digital/mobile media placements and 50 percent of overall multi-channel placements and traffic.
Brand marketers have to do more with less, which is where CMI/Compas’ customer insights deliver. Executives say due to the agency’s exclusive partnership with hundreds of publishers and media vehicles, no other agency in the life-science space has the ability to collect the HCP individual-level promotional preferences and access data that CMI does. However, data by itself is just numbers; it’s the insights an agency brings to the numbers that delivers ROI. CMI/Compas takes those numbers and builds the tools that the company’s nearly 200 media promotional experts use to strategize and make them actionable.
The Year’s Accomplishments
2013 was a year of strong growth, as the agency won 17 new assignments. The company continues to invest in the development of its ByDoctor suite of products and services, with its newly launched ByDoctor Checkup that acts as insurance that a brand’s media plan will hit all targeted goals.
This year CMI/Compas developed and launched Media Vitals, which was named by Med Ad News in November as one of three Pharmaceutical Marketing Ventures to Watch for 2013, “changing the way that our industry markets.” Using the tool, subscribers can access Media Vitals from a smartphone, tablet, or computer to get instant information to answer their most pressing questions, justify a recommendation, and make quick decisions. “It’s channel-neutral, encompasses not just vehicles and preferences but also devices,” says Carly Kuper, VP of marketing. “Media Vitals allows us to understand not just what doctors are doing today but also in the future, not just ads but also NPP deeper engagement, as well as content needs.”
For those audiences brands have found especially challenging to reach, CMI/Compas executives say the agency has been able to take a unique approach to engagement with a fully measurable, customer insights-focused model called Own the Audience. The self-funded non-personal promotion program combines audience insights with prescriber-level measurement, and allows CMI/Compas to create significant business for a brand from low decile or no-see physicians. Executives say Own the Audience exceeds expectations by – in recent cases – doubling incremental Rx growth objectives, translating to millions in incremental revenue by uncovering and reaching out to audiences of potentially high-prescribing HCPs who were either hidden or underserved.
CMI/Compas has completed development of its data aggregation database product that offers a client view to HCP-level and aggregated results of marketing campaigns across all channels. A customized dashboard sits on top of the database, which is currently operational with existing client brands, giving clients the opportunity to view their HCP activity at a corporate or brand level, by-segment/decile, specialty or by-aggregate level, and/or by medium whether across a single publisher, across all publishers within a medium, or across all media. Reach and frequency along with engagement data is accessible, streamlining metrics for a true apples-to-apples comparison. A view into the ROI of their programs is also available by segment, and at an aggregated level.
In the social media space, CMI/Compas is partnering with select pharma brands to provide them with a deep understanding of the conversations happening about their brand in the social space. From large networks such as Twitter and Facebook to disease state specific forums, conversations about brands are happening each minute and CMI/Compas helps clients understand where they are and what they are saying so that clients can be even more nimble in their engagement.
Additionally, CMI/Compas teamed up with comScore in a first and only offering of ad verification for HCP-targeted ads.
Structure And Services
As a certified National Minority Supplier Development Council Inc. supplier, CMI/Compas is structured to address the challenges and core needs of its customers, prospects and supplier partners – enabling the integrated full-service suite of offerings to its clients or stand-alone solutions for those who need them most. These services include strategic media/promotional planning and buying; promotional execution and investment management/buying consortium services; content planning; customer Insights and analytics; supplier alliance management; audience innovation; and SEO/SEM/social.
Executives say CMI/Compas clients benefit by membership in the Compas Consortium, the largest direct-to-prescriber, cross-channel healthcare media buying consortium in the world, comprising more than 50 pharma companies and 250 publisher partners. The consortium leverages its members’ combined power to achieve savings on top of the savings derived from any brand or agency-recognized negotiations. Compas consortium members receive dividends back on every dollar they invest in their media buy. Among the additional privileges of consortium membership are prime placements, cancellation protections, media insights and benchmarks, publisher firsts and exclusives, and ad verification across all channels, including digital.
Future Plans
This year, which is the agency’s 25th anniversary, CMI/Compas will launch ADmission, the industry’s first programmatic buying service for HCP audiences. ADmission gives brands precisely targeted engagement at the individual HCP level in real-time. CMI/Compas can harness this revolutionary offering for healthcare via exclusive publisher partnerships and proprietary ByDoctor technologies.
Also launching this year is ByDoctor GPS, a self-service promotional navigation system. It is the next step in CMI/Compas’ brand-empowering digital self-service innovations. According to executives, with Media Vitals, ByDoctor DNA + Affinity, and ByDoctor MAP and Track, brand marketers will be able to drill down at will to examine not only the vehicle preferences of their target HCP but also the channels or channel combinations their audience has an affinity for, to enable more precise message delivery on an individual HCP or specialty level as well as measure the performance of their campaigns in both the media and brand uptake.
Philanthropy/Citizenship
CMI’s founder Stan Woodland grew up in a North Philadelphia neighborhood and was an eyewitness to the challenges his friends faced due to their lack of role models. Now Woodland is giving to the youth of his former neighborhood the role models he did not have, paying the tuition for four freshman at Cristo Rey High School, a new independent college preparatory school for students who could not otherwise afford a quality education. As part of their educational program the students gain real-world working experience at a local business, and CMI/Compas has become the host to all four students providing them with a multitude of ethnically diverse role models and potential career paths. In addition to its work with Cristo Rey, CMI/Compas continues its work hosting an annual Adopt-A-Family – having benefited hundreds of families over 19 years – and numerous other charities.
