CMI/Compas 2015
CMI/Compas
2200 Renaissance Blvd., Suite 160
King of Prussia, PA 19406
Telephone: 484-322-0880
E-mail: [email protected]
Website: cmicompas.com
QUICK FACTS
Accounts
Account wins 4
Accounts resigned 1
Active business clients 76
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 Corporation
Biogen Idec
Boehringer Ingelheim
Celgene
Dendreon
Eisai Inc
Eli Lilly
Genzyme
Gilead
GlaxoSmithKline
Impax Laboratories
Jazz Pharmaceuticals
Johnson & Johnson
Novartis/Alcon
Pfizer
Salix
Sanofi Aventis
Sunovion
Takeda/Takeda Oncology
Teva
UCB Pharma
According to its leaders, in 2014 CMI/Compas led the industry to become the first to offer programmatic buying to reach all audiences. Executives say the service, Branded AdMission, guarantees reach to target HCPs. The company also drew from its Own the Audience service learnings to create a new level of media planning that utilizes data to better engage audiences. Already known for its expertise in HCP engagement, the company also had some major consumer wins that established CMI/Compas as a go-to agency for engaging all healthcare audiences.
The year’s accomplishments
As the company celebrated its 25th anniversary, executives say CMI/Compas continued the tradition of visionary innovation, looking forward rather than back. Agency leaders note that 2014 was a year of strong growth, as CMI/Compas won significant new assignments and achieved industry-leading client retention as part of the firm’s goal of being viewed as indispensable by clients.
Executives say AdMission is Compas’ revolutionary HCP programmatic buying solution that leverages its proprietary ByDoctor data and deep industry insights to implement, activate and optimize HCP level targeted digital media purchases, making it a first in the healthcare industry.
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, executives say. With an eye on the challenging economic environment, the agency leverages its proprietary ByDoctor HCP-level database and ByTarget consumer-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 is responsible for more than 30 percent of the industry’s digital/mobile media placements and 50 percent of overall multi-channel placements and traffic.
CMI/Compas continues to invest in the development of its ByTarget and ByDoctor suite of products and services. Launched this year was ByDoctor Checkup, which acts as insurance that a brand’s media plan will hit all targeted goals, as well as ByDoctor GPS, a self-service promotional navigation system. With its trio of services, including Media Vitals, ByDoctor DNA + Affinity and ByDoctor MAP and Track, brand marketers can 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.
For those audiences brands have found especially challenging to reach, CMI/Compas 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.
Structure and services offered
CMI/Compas, which agency leaders say is a Certified National Minority Supplier Development Council Inc. supplier, is structured to address the challenges and core needs of its customers, prospects and supplier partners, enabling the integrated full-service suite of offerings or stand-alone solutions. 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.
According to executives, a major benefit to CMI/Compas clients is 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.
Future plans
Agency leaders say the next level of planning, internally dubbed ‘Planning 3.0,’ is currently being piloted with some CMI clients and will roll out to all in 2015; this data-powered method of planning draws from the agency’s immense success with Own the Audience.
“We don’t just say it, we do it, and so we’re the first and only to bring this model to clients,” says CEO Stan Woodland.
In addition, CMI/Compas continues to build on its suite of ByDoctor and ByTarget services in 2015. .
Philanthropy/citizenship
Woodland, who founded CMI/Compas, grew up in a North Philadelphia neighborhood. Drawing on a deep well of inner motivation, he found his way to a great education, became an entrepreneur, and more than 25 years ago founded CMI/Compas. Now, he is giving to the youth of his former neighborhood the role models he did not have, paying the majority of 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 and numerous other charities, CMI/Compas continues its work hosting an annual Adopt-A-Family program, which has benefited hundreds of families over the past 20 years.
