CMI/Compas Revolutionizes the Integration of Consumer and Healthcare Professional Marketing with the Launch of Empower™

April 30, 2020

KING OF PRUSSIA, PA – CMI/Compas, media strategy, planning, innovation and buying powerhouse for the nation’s top healthcare companies and part of WPP, announces the launch of Empower™, the health industry’s first and only closed-loop planning platform that enables continuous and personalized “insight to action” at scale. Empower allows CMI/Compas to close the loop on integrated consumer/HCP audience planning, messaging and outreach, making every campaign more effective. The platform offers cross-audience customer universe identification, segmentation, media planning, activation, measurement and on-going people-based optimization.

“Empower is a one-touch, complete and accurate audience-enablement platform that allows our media teams to build the most effective media plans on behalf of their clients,” said Justin Freid, Chief Growth & Innovation Officer. “Having direct access to audience identification, segmentation, insights, mapping and development of cross-channel media interactions at scale is something that has never been done in our industry, let alone activation of that audience across channels,” continues Freid. “We can create the plan, war game the plan, and then measure. Empower allows us to engage with individual audiences, understand the best way to reach them, and optimize the plan across the brand’s ecosystem.”

“The healthcare sector is so complex, with many stakeholders that are part of the decision process and are all interdependent. The Empower platform was designed to replicate this environment, and it is because of that interconnectivity that Empower is so powerful. It allows us to look across the constellation of stakeholders, to plan for those stakeholders, as well as across any and all audiences, generating insight and cross-channel media access blueprint that ultimately guides the best action-based media strategy and nonpersonal communication plan,” said Dr. Susan Dorfman, President, CMI.

The power of Empower is having a birds-eye view into possible connection points between consumers and HCP specific to diagnosis and condition, building connection points between the two and defining your audience segments, understanding the consumer and HCP audiences and their unique needs and ways of reaching them, knowing what the competition is doing, defining an investment, messaging and media strategy to bring them together, build a plan, execute, manage and measure and then optimizing based on leading and lagging indicators.

By leveraging HCP and consumer data together, CMI/Compas is able to achieve integrated messaging to inform audience, messaging, media strategy, and ultimately drive engagement to impact your brand’s bottom line. The Empower platform allows the creation of audiences from over 265 million consumers and 1.5 million healthcare professionals across 26 physician specialties, nurse practitioners, physician assistants, RNs, pharmacists, medical students and other prescribers.

CMI/Compas’ in-depth knowledge of consumers and prescribers, the media landscape, innovation, and customer-specific analytics allow us to create seamless multi-channel marketing campaigns for our clients, yielding superior customer experience and incremental positive ROI.

The company delivers game-changing media performance and precision solutions to clients, fueled by talent, data, technology and amplification of creative. CMI/Compas also recently announced the creation of a growth & innovation practice, part of an overall strategy to continue strong growth and innovation. In 2019 the organization introduced a new approach to client service and management that ensures the happiness and growth of clients as well as the individual employees of CMI/Compas. CMI/Compas has brought many firsts to healthcare marketing as the leading healthcare-focused media buying and planning resource to the world’s game changers in pharma and life sciences.

About CMI/Compas

Well-known as a media planning and buying organization for healthcare clients, sister agencies CMI Media, a WPP company, and Compas, Inc. together form the indispensable strategic marketing partner to the world’s game-changers in health, offering guidance at every level of marketing. CMI/Compas focuses on core service offerings of Audience Strategy and Non-Personal Promotion Strategy, Planning, Buying, and Customer Insights and performance management/precision analytics. With continuous investment in the things that really matter, CMI and Compas have achieved unsurpassed tenure of healthcare marketing talent, clients and suppliers.