Case Studies

We Know Healthcare

The devil is in the details — as is the performance metrics. Here at CPM we take tremendous pride in the proven results we’ve brought to brands across dozens of disease states and throughout the treatment life cycle, from pre-launch to expiry.

Our trusted relationships with clients and strategic focus on critical business drivers preclude naming names. Each of these case studies nonetheless accurately reflects the situation, challenges, our CPM omnichannel solution, and the measured results.

We understand that each brand, its challenges and opportunities are unique. But we’re also confident that some of these cases can provide an analog for your own brand’s needs and expectations. We’re also eager to answer your questions, and provide more details upon request.

“We take tremendous pride in the proven results we’ve brought to brands across dozens of disease states and throughout the treatment life cycle, from pre-launch to expiry.”

Disease Education RM Program - Rare Disease

Tags: disease ed, media, DTC, CRM, rare disease

Challenges

  • Small universe of cystic fibrosis patients
  • Strong role of hard-to-find parent caregivers
  • Target patient is treating with a “cocktail” approach - up to 7 different treatments daily
  • Disconnect between feeling well and preservation of lung function

Goals

  • Empower parents/patients to articulate benefits of treatment to HCP
  • Acquire 2,000 patients/caregivers into the database
  • Motivate a conversion to treatment
  • Reinforce the criticality of treatment to ensure patients increase their dosing schedule by one additional treatment every other week

Solution

  • Acquisition media plan tailored from digital signals and social listening insights revealing “hotspots” of CF caregiver community engagement
  • Performance-based arrangements put in place with leading community/advocacy players and health verticals enabling surround messaging via web, email, display and advocacy partnership, in addition to targeted paid search

Result

  • Generated over 4x the original enrollment goal, at an average cost per acquisition of less than half of the planned figure for positive ROI
  • Diagnosed patient/caregiver enrolment rates exceeded goals and benchmarks across all channels, including SEM, email, display and community/advocacy

Travel Health Awareness Program

Tags: vaccines, disease ed, consumer health, pharma, media

Challenges

  • International travelers to many countries need to be inoculated against dangerous infectious diseases
  • Travelers are often ill-informed and/or apathetic about seeking this information and acting on it in terms of receiving recommended vaccinations
  • Travels need to be educated about the need for vaccinations and driven to resources to receive them

Goals

  • Boost travel-health-advice seeking behavior among travelers to countries where travelers are at-risk for contracting dangerous diseases for which vaccines are available.
  • Achieve measurable vaccination lift among select travel-health partner locations, compared to prior time frames without consumer campaign
  • Facilitate user awareness of and engagement with campaign assets and the consumer-facing website.
  • Drive travelers who are within close proximity to travel health partners to seek health advice prior to travel.

Solution

  • Drive campaign reach and engagement among travelers most likely to seek health advice who are:
    • Booking and/or preparing for travel to locations where target disease states are endemic
    • In proximity to target partner health clinics
    • Most likely to have the propensity to seek and purchase travel vaccinations
  • Precision targeting of those booking travel, reading destination guides, browse travel sections of newspapers and magazines
  • Mapped these behaviors to media mix opportunities across SEM, programmatic display, and social media platforms
  • Developed a KPI framework that measured not only reach and engagement across these media touchpoints, but drivers to take action from travel health information to finding travel-contingent vaccinations

Result

  • Awareness from more than 3.34M paid media impressions across multiple channels
  • Engagement from more than 53K clicks and 21K site sessions
  • Conversions to goal from more than 3K actions to find a health specialist and 350 intents to vaccinate prior to travel, translating to significantly positive ROI for the campaign
  • In terms of media plan efficiency:
    • Maximized with increases in click through rates across search, display, video, plus increase in more than 3K likes on social
    • Minimized with decreases in cost per click across search, display, and video, plus 50% decrease in cost per view in social

Oncology Diagnostics - HCP SEM

Tags: diagnostics, NPP, SEM/SEO

Challenges

  • Detection and localization of recurrent cancer for indicated tumor type is an unmet need
  • Numerous diagnostic tools and technologies available in the oncology space
  • Imaging training is necessary to conduct an accurate diagnosis using unique brand technology

Goals

  • Build awareness for brand among specialists seeking information about condition
  • Capitalize on intent of HCP specialists already seeking information on disease treatment, management, diagnostic, and competitive queries
  • Provide actionable intelligence for those specialists already aware of brand and wanting to learn more

Solution

  • Engineered and launched highly effective search engine marketing campaign
  • Ad groups and keywords were strategically selected based on HCP specialist intent, location, and other precision variables
  • Campaign helped build awareness among disease and treatment seekers, intent among those already seeking diagnostic assistance, and branded content for hand-raisers already familiar with the diagnostic procedure
  • Traffic was ultimately driven to the branded website for imaging centers, ordering, and learning how to properly interpret imaging results

Result

  • Overall, optimizations performed in the first few months of CPM management have driven significant improvements in both site session and conversion volume and conversion rate increases
    • Engaged site visits are up 17% quarter over quarter and up nearly threefold over the same period in the previous year, on flat spend levels
    • Efficiency continues to improve, with average cost per click ~20% lower than December and approximately half of the average CPC of 2018

Medical Device

Tags: medical devices, strategy/content

Challenges

  • Barium enemas for diagnosing GI problems are cheap but embarrassing and cumbersome for patients; wireless motility pills are less invasive but expensive
  • Entrenched GI specialists tend to favor barium enemas, and are difficult to shift
  • Ingestible radiopaque markers are in between enemas and pills in terms of cost and intrusiveness, but have questioned efficacy and require X-rays as extra step

Goals

  • Understand attitudes and behaviors of diagnostic decision makers across multiple GI specialties
  • Design and deploy an integrated multichannel campaign to make the brand synonymous with innovative testing procedure that demonstrates benefits
  • Overcome HCP objections regarding radiopaque and X-ray procedure and encourage routine utilization of testing method

Solution

  • Conducted a “Digital DNA” research phase to understand GI specialists perceptions, behaviors, and hot spots for messaging
  • Defined addressable HCP segments consisting of highest propensity precision targets for optimal reach and messaging resonance
  • Developed a market opportunity framework quantifying professional prospect universe based on data-driven insights culled from primary research and digital signals

Result

  • Provided execution-ready media/messaging roadmap for strategic category expansion
  • Developed an integrated media mix including SEM, programmatic display, geo-targeted point of care and endemic placements for optimal professional target growth
  • Created a downstream playbook for optimized order conversion at point of care and via website optimization for direct orders
  • Developed content strategy for dynamic engagement at each key milestone in the GI diagnostic journey

Oncology & Rare Disease Brand Portfolio

Tags: pharma, media, launch, SEM/SEO, analytics

Challenges

  • Large portfolio of treatments across numerous indications, including oncology, rare diseases and drugs with black box warnings
  • Included brands with multiple indications and sets of brands with overlapping indications, with patient and professional, branded and unbranded, pre-launch and post-launch communications all in play
  • Approach to media planning and agency selection was fragmented and ad hoc, with limited economies of scale and standardization of processes

Goals

  • Create an enterprise-level activation partnership integrating best practices, data-driven methodology, management and backend processes, for:
    • SEM and SEO for all HCP and patient initiatives
    • Digital media for all branded and unbranded patient initiatives
    • Integrated marketing analytics synchronizing SEM bid management, paid social activation, web analytics and social listening/semantic analysis for the enterprise
  • Precision targeting and dynamic engagement of patients, caregivers, and HCPs across multiple disease states and indications
  • Aggressive performance targets for the entire portfolio were set based on 10% improvement over prior year
  • Standardization of metrics, reporting, and optimization across the franchise

Solution

  • Integration of media strategy with tactical brand planning
  • Optimization of portfolio informed by enterprise view of standardized KPIs and advanced integrated platform tools
  • Introduction of paid social to supplement paid search and performance media efforts
  • Presided over 7 FDA approvals “day of approval” launches

Result

  • Exceeded goals for the portfolio and every individual constituent brand; productivity gains sustained across entire year
    • Year 1: CPM beats “Stretch” threshold by 13%
    • Year 2: Cross-channel efficiency improves by 37%
  • Engaged visits climbed by 50% while “costs-per” dropped continuously
  • Enterprise-wide initiative recognized with “President’s Award”

Omnichannel Media – Cardiology Portfolio

Tags: disease ed, pharma, media, NPP, DTC, analytics, growth marketing

Challenges

  • Chronic cardiovascular condition under-treated due to healthcare professional misconceptions about disease management
  • Treatment space crowded with inexpensive generics
  • Commercial cardiovascular brand frequently met with cost objections
  • Lack of integration between patient and professional outreach limited growth

Goals

  • Increase disease awareness and education about the truth behind disease management and its impact on heart health and quality of life
  • Encourage and guide the point of care patient/physician conversation show to drive brand uptake
  • Provide tools and resources for market access and adherence

Solution

  • Multi-year engagement driving brand engagement and measurable value via NPP and DTC initiatives:
    • Media planning, buying and execution
    • Disease awareness sites and programs for patients and HCP
    • Branded sites and programs for patients and HCPs
    • Digital DNA analysis of audience segmentation strategy and content roadmap
    • Patient search, display and lead generation
    • Patient access/co-pay program CRM
    • Integrated marketing analytics

Result

  • HCP engagement with high-value brand assets: 10.6:1 ROI
  • Lift in HCP prescribing behavior: 1.1M engaged, 330% NRx lift
  • 24,000 registrations into patient access CRM
  • 5,232 registrations into branded adherence program
  • 123,000 downloaded checklist completions drove HCP/patient conversations resulting in large-scale reassessment of treatment (see separate Disease Education case study)
  • 18% market share growth over 3 years resulting in overtaking two generic competitors

Disease Education Program – Patient & HCP

Tags: disease ed, media, DTC

Challenges

  • Unbranded disease education initiative for a major cardiovascular brand created engaging assets, including robust website, patient testimonials, and educational resources
  • Patients and their caregivers hard to reach
  • Disease under- and mis-diagnosed leading to neglect and confusion, missed opportunities in terms of doctor conversations and formal clinical diagnoses

Goals

  • Educate patients, caregivers, and HCPs about the implications of the condition and why a proper diagnosis is so important
  • Provide custom content, tools, and resources to effectively educate and empower audiences
  • Go to where the audiences already are online and provide contextually relevant content

Solution

  • Integrated multichannel media plans for both patient and HCP audiences:
  • Robust search engine marketing and programmatic display campaigns go to where the target audiences are to connect, engage, and drive them to learn more
  • Patient testimonials, practice management tools, and other content encourage point of care dialogue, clinical diagnosis, and consideration of viable treatment options

Result

  • 181 million targeted consumer search and display impressions generated at an effective cost per click 33% below prior campaign averages, driving downstream engagement
  • 123,000 downloaded patient checklist completions for doctor discussion spiked patient/HCP dialogue and fueled discussions about treatment changes
  • Specific metrics across the first six months of HCP campaign:
    • Monthly tools downloaded/ordered volume grew by 108%
    • Cost per download decreased by 18%
    • Cost per tools downloaded/ordered declined by 54%
    • Conversion rate grew from 4% to 8%
    • Value per visit from paid search increased by 400%

Biotech Growth Initiative

Tags: biotech, diagnostics, media, launch, growth marketing

Challenges

  • Highly innovative manufacturer of synthetic DNA for drug discovery and industrial biotech competing with better-resourced, better known diversified providers
  • Genetics research and development requires rapid and affordable testing and sequencing
  • Scientists and institutions have to compromise between speed, quality, and cost
  • The ordering process is often cumbersome and time consuming, further frustrating teams and delaying results

Goals

  • Understand customers and prioritize targets into most viable segments for outreach
  • Translate unique benefits of advanced sequencing and testing technology into an effective media campaign
  • Create media plan adept at seizing attention and driving action from qualified buying audience
  • Drive maximum traffic to company website for conversion through eCommerce functionality
  • Build awareness and increase orders for launch of new sequencing product

Solution

  • Analyzed brand benefits and audience segments to determine optimal positioning, targeting, and content strategy
  • Designed resonant creative for ads that showcased unique technology and its direct benefits to researchers and clinicians
  • Developed multichannel media plan targeting academic and commercial life science researchers via targeted LinkedIn advertising, sponsored email and endemic display placements, driving to campaign-dedicated landing pages for educational content downloads, direct registration and ordering

Result

  • Pilot campaign delivered 46 million impressions and dramatically above benchmark engagement across all channels
    • LinkedIn clickthrough rate 33% of benchmark on CPC 41% better than benchmark
    • Time-in-view for endemic life sciences display 40 seconds, 104% above benchmark
    • Sponsored posts CTR 333% above benchmarks with engagement rates 67%
    • 11k tracked landing page sessions converting at rate in excess of 1% to high-value net new customer opportunities
    • Endemic email engagement rates 33% - 174% above benchmarks

Global Luxury Wellness Brand

Tags: growth marketing, consumer health, strategy/content, launch, social

Challenges

  • Global brand launch opportunity for a line of luxury products promising better sleep using an organic, sustainable high-performance fabric (merino wool)
  • Multichannel media campaign to build brand awareness and attract consumers, strategic partners and investors

Goals

  • Sleep health epidemic makes for a crowded space with countless opinions and solutions
  • Audiences have preconceived notions about wool fabric and potential benefits
  • Launch situations makes brand completely unknown and starting from scratch

Solution

  • Research identified the core target audience as eco-aware, digital health active, upper-middle class moms
  • Creative and content strategy focused on reinforcing the predisposition of these moms to provide the very best essential products for their families: in this case an all-natural system of high-performance, luxury sleep products in the home and apparel categories
  • Focus on “sleeping well” and the origins and unique benefits of the fabric
  • Media plan and seamless downstream integration of paid and organic digital communications including social, multichannel PR optimization, search and email.

Result

  • Successful website and cross-platform social launch supported by the multichannel campaign heightened brand awareness, attracting investors and prestigious global alliances
  • Exposure spawned a launch partnership with Asia’s highest profile luxury retailer:
    • Product featured in window display of flagship store for its launch
    • Launch tied to a full-week of orchestrated events conjunction with World Sleep Day, promoting innovations in sleep health awareness
    • Client CEO featured as keynote speaker
    • Global PR leveraged for optimized global digital momentum

Disease Advocacy Organization – Clinical Trial Recruitment

Tags:  media, health advocacy, strategy/content, DTC, growth marketing

Challenges

  • Patient advocacy organization for a disease condition required help recruiting for clinical trials across the industry
  • Web portal had to be designed and developed, and a media plan created to maximize its reach, engagement, and ultimately conversions into clinical trial volunteers

Goals

  • Patients and their caregivers typically resigned to chronic vital organ dysfunction and lifestyle disruption associated with long-term on-site treatments
  • Legacy approach to clinical trial recruitment was inefficient and delivering unsatisfactory results
  • Initial concepts for the recruitment portal proposed a cumbersome and fragmented user experience
  • Balance between emotional engagement and functionality had to be found to optimize results

Solution

  • Audience segmentation and mindsets were studied to determine optimal creative and content strategy
  • Insights revealed that patients and their caregivers were most receptive to a combination of fact-based cognitive stimuli and visually resonant emotional stimuli
  • Paid social and programmatic placements reached precisely targeted audience segments and drove them to a newly created clinical trial recruitment portal

Result

  • Immediate above-benchmark rates of response engagement and conversion, including portal registration and trial inquiries.
  • Audiences were educated and empowered at each touchpoint with compelling creative and content that overcame obstacles and reinforced potential benefits of joining trials

Hospital Branding and Omnichannel Marketing

Tags: hospitals/med services, media, social

Challenges

  • Suburban hospital in a major metro area with awareness at an all-time low
  • Crowded and increasingly competitive market seeing unprecedented consolidation
  • High bar: competitive area hospitals considered best in class
  • Needed improvement in brand perception, increase in awareness and growth in patient numbers

Goals

  • Recast brand perception of hospital and associated medical group in line with deserved status as leading provider in the area
  • Establish leadership and growth in particular key centers of clinical excellence
  • Motivate new patients in the communities across the primary service area to engage with the brand and visit their local practice

Solution

  • Bring hospital positioning to life and develop a campaign by understanding brand truth, audience need, and competitive void
    • “For a demanding audience, a local hospital with big city standards”
  • Amplify hospital awareness in key local geo communities
  • Build on existing brand equity
  • Tightly align rolling, targeted campaigns highlighting clinical specialties with always-on brand awareness messaging
  • Drive high-value audience segments to the right place for the right services based on an integrated multichannel approach using geotargeting, custom placements, and audience profiling across TV, radio, SEM, social, video, display, and SEO

Result

  • Digital and traditional campaigns generated up to 50% annual productivity gains, surpassing 500% over 5 years
  • Award-winning multichannel campaign generated thousands of deep site engagements and repeatable double-digit lift in targeted clinical specialty uptake, exceeding expectations, sparking a turnaround in market share and awareness, putting the hospital and medical group back on the map
  • Growth and rebranding positioned the provider for acquisition into a top 30 US medical group while leaving its marketing and CPM agency partnership in place for further growth leveraging the corporate brand

What CPM clients are saying about us…

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