Audience Identity
The EmpowerTM audience identity and media planning platform enables CMI Media Group to build specific audiences derived from over 2,000 data attributes based on demographics such as age, gender, ethnicity, household data, along with non-sensitive health risk factors and co-morbidities.
CPC-people-based targeting, rather than a media property strategy yielded 73% lower CPM and 81% lower CPC. Exceptional patient proxies: EmpowerTM analysis created exceptional patient proxies that enabled this oncology brand to cost-effectively reach only relevant consumer/patient targets.Key metric highlights:Research determined the optimal audience age ranged to people in their 50s and 60s, at different life stages. This also uncovered regional incidence at the state level, and we aligned the consumer audience to the client’s HCP target list that enabled for further geo-targeting.