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 and their caregivers
  • Target patient is overwhelmed treated with a “cocktail” approach of up to 7 different treatments
  • Disconnect between feeling well and preservation of lung function

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

  • Create an acquisition focused media plan tailored from digital signals and social listening insights revealed “hotspots” of CF caregiver community engagement
  • Omni-channel approach using email, display and advocacy partnership, in addition to targeted paid search

Result

  • Acquired 8,000+ qualified patients and caregivers - four times over the original enrollment goal, average cost per acquisition half of what was required to achieve a positive campaign ROI
  • Average cost per acquisition half of what was required to achieve a positive campaign ROI

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

  • 95% target audience reach, with more than 3.34M paid media impressions
  • 53K clicks and 21K site sessions
  • Conversions to goal from more than 3K actions to find a health specialist who was pre- educated and stock with brand vaccine

Oncology Diagnostics - HCP SEM

Tags: diagnostics, NPP, SEM/SEO

Challenges

  • Competing brands advise to go straight to treatment with treatment with their therapies, and skip localization step
  • Small window of opportunity/time for HCPs to refer to radiology for testing

Goals

  • Capitalize on intent of HCP specialists already seeking information on disease treatment, management, diagnostic, and competitive queries
  • Drive brand awareness and provide additional, actionable information 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

  • Despite decreases by nearly 50% in overall investment, optimizations performed within 3 months of taking over the campaign from a previous agency resulted in three times as many site visits - halving the cost per click compared to the same campaign a year prior.

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

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

  • Chronic cardiovascular condition under-treated due to healthcare professional misconceptions and minimization of symptom management
  • Treatment space crowded with inexpensive generics alternatives
  • HCPs cited patient co-pay cost objections as barrier to prescription

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

  • 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

More case studies are available:

  • Medical Device
  • Growth biotech initiative
  • Global luxury wellness brand
  • Hospital branding and omnichannel marketing

Is there one you’d like to see? Reach us here.

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