CMI/Compas: 2016
CMI/Compas
2200 Renaissance Blvd., Suite 160
King of Prussia, PA 19406
Phone: 484-322-0880
Facsimile: 484-322-0881
Email: [email protected]
Website: www.cmicompas.com
Accounts
Account wins 7
Active business clients 80
Services Mix
Full-service, non-personal promotion planning & buying and investment management 70%
Customer insights and analytics 15%
Own-the-Audience co-promotional partnerships 15%
Client Roster
Abbott
AbbVie
AstraZeneca
Bayer
Baxalta
Biogen
Boehringer Ingelheim
Celgene
Dendreon
Eisai
Eli Lilly
Genzyme
GlaxoSmithKline
Impax Laboratories
Jazz Pharmaceuticals
Johnson & Johnson
Mallinckrodt
Novartis/Alcon
Otsuka
Salix
Sanofi Aventis
Sunovion
Takeda/Takeda Oncology
Teva
UCB Pharma
Valeant
According to agency leaders, 2015 was a year of dreams turning to reality for CMI/Compas, “a company that has generated a lot of buzz in our industry by becoming one of the most innovative and indispensable to pharma clients.” Executives say the company has been redefining the agency-client relationship, taking on accountability for its clients’ business goals, even putting its own money behind some client initiatives. CMI/Compas is one of the few companies who set their own goals not just by their own growth, but by the growth of its clients, and executives say the company aims to increase client revenue by several billion dollars across its 80 clients in 2016.
The year’s accomplishments
The company’s upward trajectory of growth, which has been steady in its 25-plus years but steeper in the past five, continued with the winning of several competitive RFPs and maintaining industry-leading client retention, allowing CMI/Compas to grow revenue by more than 35 percent, executives say. This also allowed the company to build its superstar ranks, with 39 percent employee growth, including hires at every level across the four-location company.
“Our central goal is to be indispensable to clients, and as part of that, we see ourselves as accountable for their success,” says CEO Stan Woodland. “By working in partnership with our clients and suppliers, we have been able to make that dream a reality, truly moving the needle for our clients and their brands.”
The evolution of the company’s core planning methodology, recently dubbed ADAPT (audience-driven, agile planning and targeting), has placed the focus on data-driven audience centricity, executives say. ADAPT planning starts with a deep dive into a client’s audience to fully understand wants, needs, and access of every audience member. Armed with this information, the planning teams are able to create the most engaging, efficient, and cost-effective, targeted non-personal promotional recommendations that produce high ROI. Several proprietary offerings make ADAPT possible, including the ByDoctor HCP-level database and ByTarget consumer preference insights to ensure that every brand promotional dollar spent delivers a return – on objectives, engagement and beyond. ByDoctor Checkup, which acts as insurance that a brand’s media plan will hit all targeted goals, became in 2015 the most-requested, as well as ByDoctor Track, which allows brand marketers to drill down 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.
According to executives, search, social media and content analysis play a critical role. By understanding the common themes HCPs, patients and caregivers are searching for, sharing, and discussing, CMI/Compas can better understand the types of media and messaging that will garner a response.
Agency leaders say CMI/Compas was the first healthcare agency to introduce programmatic buying to the HCP space with AdMission. “This innovation has allowed clients to more efficiently reach their targeted HCPs, increase transparency into their audiences, and improve business results,” 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, according to executives. CMI/Compas focuses on providing full-service audience planning, acquisition and promotional investment/execution. The agency steers over 400 multi-channel promotional campaigns for its brand clients, and 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.
Structure and services
As a Certified National Minority Supplier Development Council Inc. (NMSDC) 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, executives say. The agency provides 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.
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 over 80 pharma companies and 340 publisher partners. Executives say this is supported by the Supplier Partner Team, a dedicated staff devoted to building unique partnerships with valued and innovative suppliers. 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), executives say.
Future plans
As CMI/Compas’ audience-centric focus continues to reap results for clients, the company is planning in 2016 to launch a branded Web presence management capability that works across clients’ owned, earned and paid media to ensure each target audience is accessing accurate information as efficiently as possible, giving the brand more control and influence over their health and wellness journey, executives say.
CMI/Compas will continue to roll out to more clients its new reprint/ePrint solution, ContentShare, which provides a targeted approach to content dissemination and has been selected as one of PM360’s top innovative products of the year.
According to agency leaders, recruiting and staff development is more important than ever to support CMI/Compas’ continued growth, and the company is increasing its already-significant investment in both areas with full-time, dedicated staff added to the recruiting and development departments. A full-time recruiter leads efforts, and is spearheading an initiative to offer more opportunities for each employee to recruit as well.
“We have a strong corporate culture, and so our number one source of great people is our own great people,” says Nancy Logue, VP of human resources. “But to continue this upward trend of growth while maintaining the high level of customer service we provide our clients, we’re exploring every avenue of sourcing and attracting the right people. What we’re hearing in the industry is that career development is a huge draw, so we’re aiming to provide the very best.”
To that end, a dedicated learning and development professional was added to the two already devoted to development in 2015. Each employee at the organization has a development plan tailored to his or her career path. The company is also investing in benefits and initiatives that enrich and support the positive employee culture.
Philanthropy/citizenship
Giving back is at the core of the CMI/Compas corporate culture, with the philanthropic efforts of employees supported and encouraged. The longest-running initiative is the holiday Adopt-A-Family program, and the 2015 program benefitted the most families to date, providing toys, winter coats and other important items to dozens of families in need. All employees worked together to donate time and money, with the company matching employee donations. The 2014 Manny Award $1,000 check also benefited the program. In addition, employees took a day to volunteer for various organizations during the annual CMI/Compas Cares Day during Martin Luther King, Jr. Day of Service.
CMI/Compas was one of the first sponsors of Cristo Rey High School, an independent college preparatory school for students who could not otherwise afford a quality education. The company employs four students and pays the majority of their tuition, allowing them to gain not just an education but also real-world working experience.
Work/life balance is a priority, so CMI/Compas surveyed staff on their top desires and put a task force together to overhaul policies, resulting in a new flexible/remote working policy, new bonus structure, and increased investment in personal career development. CMI/Compas was continually recognized for its positive corporate culture, in 2015 winning several honors including the SmartCEO Corporate Culture award, Black Enterprise Top Black Businesses, and Philadelphia Business Journal Healthiest Workplaces.