Digital DNA: Mining Insights that Move the Performance Needle.
The centerpiece of our inbound practice, Digital DNA is a data-driven, technology-enabled methodology for uncovering actionable audience intelligence using real-time, real-world search and social health insights. It informs precision-targeted media communications, an optimally balanced channel plan and a fully-integrated, execution-ready content roadmap.
The Digital DNA is a blueprint for brand value creation, illuminating:
A marketing playbook for the disease state from the perspective of core target audience segments.
Deep insights into how each segment seeks information and talks about their condition.
An activation plan for enhanced high-value digital communications.
Analysis of the brand’s current discoverability and content emphasis
CPM’s Inbound Marketing practice helps brands reach and engage just the right audience members, even as they move seamlessly between devices and across far-flung web, social and app-based platforms. The role of inbound is not only to make existing content discoverable and relevant, but to guide the creation and distribution of marketing assets that will engage qualified audience members regardless of their individual information-seeking preferences.
Brand Digital Visibility
Optimize Message Proliferation
Digital Asset Engagement
Promote brand discovery
Effective brand positioning
Fulfill specific audience needs
Create and grow relationships
HCP ID – Professional Audience Segmentation Activation.
HCP ID is a rigorous data-driven approach to targeting and customizing communications to physicians based on relevant profile elements, including prescribing profile, area of clinical specialty or called-on status as reflected on a client’s target physician list.
Across all professional/non-personal channels, we work closely with clients’ business insights/sales analytics teams to segment target HCPs, and build out holistic reach/frequency models based on aggregate match rates across publisher partners.
DIRECT TO CONSUMER OMNICHANNEL
We are passionate about using technology and data to educate, engage and improve the lives and health of patients. This consistent mindset has kept us focused on the leading edge of the discipline, ensuring that our clients can tap the best available market solutions while remaining fully consistent with both industry best practices for privacy and important requirements for legal, medical and regulatory compliance.
As such, CPM has forged significant innovations in HIPAA compliant programmatic targeting for pharma with unique cross-channel implications, directly leveraging search and social intelligence for programmatic display targeting. Our Health Graph parses billions of search and social data points to derive custom, page-level whitelists used in a programmatic context to ensure that ads appear in the most relevant contexts. It leverages Digital DNA-derived query and conversation data to dynamically target ads to specific pages on relevant websites across the internet where patient conversations are taking place and top-indexed content resides.
HealthRank powers programmatic page targeting based on state-of-the-art search, social and medical signals across the entire web.
Health Audience Dimension
- Health condition treaters
- Doctor visitation activity
- Treatment propensity
Health Page Dimension
- Google SERP health graph
- Rx Social conversation grids
- Health Page Rank Insights
CLOSED LOOP CONVERSION: POC
We launched onto the scene in 2007 with a closed-loop, results-driven acquisition solution for specialized patient relationship marketing programs and have never looked back when it comes to innovating new ways to accomplish full-circle attribution and continuous optimization. Our use of geo-fencing, cross-device user profiling, check-in platforms, EMR and other professional- and patient-facing point-of-care displays and interfaces offers brands laser focused and contextually compelling conversion opportunities.