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

Goals

Motivate a conversion to treatment via patient- driven conversations with HCP
Acquire 2,000 patients/caregivers into the database
Reinforce the criticality of treatment to ensure patients increase their dosing schedule by one additional treatment every other week

Solution

Result

Travel Health Awareness Program

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

Challenges

Travelers visiting certain countries are advised by the CDC to visit a travel health professional and ensure they have recommended vaccines and preparation measures
Most travelers have not heard of this step prior to travel and are ill-informed about the availability of pre-travel health preparation specialists
Vaccinations are the primary brand goal, but campaign must adhere to "travel health" awareness messaging

Goals

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

Precision targeting 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
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

Oncology Diagnostics - HCP SEM

Tags: diagnostics, NPP, SEM/SEO

Challenges

Goals

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

Oncology & Rare Disease Brand Portfolio

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

Challenges

Goals

Create an enterprise-level activation partnership standardizing and 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
Aggressive performance targets for the entire portfolio were set based on 10% improvement over prior year

Solution

Integration of media strategy with tactical brand planning
Optimization of portfolio informed by enterprise view of standardized KPIs and advanced integrated platform tools
Stewarded 7 FDA “day of approval” launches to drive immediate success for launch

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

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
Provide tools and resources for patient access and adherence

Solution

Multi-year engagement driving brand engagement and measurable value via NPP and DTC initiatives:
- Media planning, buying and execution across HCP and consumer audiences, with demand, conversation, and conversion
- Digital DNA analysis drove audience segmentation strategy and content roadmap
- Multi-Channel campaigns included search, email, eDetail, display, in-EMR messaging and co-pay card distribution and lead generation programs

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%

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

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.