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

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

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

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

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

Goals

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

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

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…

Our working partnership with CPM has been extremely beneficial for our brand growth and marketing success and an overall very positive experience. Thanks in part to CPM’s precise targeting, careful stewardship and optimization of our media investments, we’ve seen market share increases and revenue growth with decreasing costs per Rx year-over-year as measured in EMR systems.

In particular, their senior leadership pays close personal attention to the account and responds in a timely manner to a myriad of requests, large and small.

We are lucky to have had CPM as our media agency for the past four years and we recommend them wholeheartedly to anyone looking for a specialized healthcare media agency.

CPM made a very strong impression right from the first BPOA/All-Agency planning meeting as strategic contributors. They were consistently the most prepared agency on the IHD roster and really made an impact on the brand’s overall marketing results.

I am really impressed by the work CPM has done and the level of strategic thinking put in. And all while being so new to our HCP business! I am thankful for their hard work and commitment!

Our traffic is up 114% and our physicians report record call volume since working with CPM for search, display and offline media. The agency has helped us strengthen our brand and expand our service area.

CPM has been outstanding. Our lead volume is 2x what it was before we hired them. Moreover, their collaborative style captures critical nuances that make a huge difference. Working with CPM was absolutely the right decision.