CMI Media Group’s Integrated Consumer & HCP Approach is Critical to Building Relevant and Effective Communications in Healthcare 

It’s no secret that more personalized, relevant, and seamless experiences drive greater audience engagement and higher media ROI. But in healthcare, fragmented data sources, complex and divergent audience needs, and local market diversity are all obstacles to creating and delivering impactful audience experiences. Together with our data partners, CMI Media Group has built a revolutionary integrated media insights system to enable a personalized approach to audience intelligence and segmentation, media planning, optimization, and measurement, backed by billions of data points collected from across the healthcare landscape. This personalized approach, combined with our focus on understanding clients’ strategic opportunities and challenges, fuels CMI Media Group’s track record of delivering superior business outcomes. 

The foundation of CMI Media Group’s solutions is our comprehensive, data-driven understanding of healthcare decision-makers: consumers and providers. CMI Media Group believes that integrated consumer & HCP audience intelligence is critical to building relevant and effective communications. Our audience intelligence platform, Empower, connects consumer & HCP data across previously fragmented and siloed sources. Empower’s connections enable CMI Media Group to build an integrated view of patients’ needs and demographics mapped to HCP access and characteristics, prioritize audiences based on business needs, and maximize efficiency at enterprise level.  CMI Media Group’s advanced analytics capabilities also drive further refinement of these audiences. For many healthcare brands, the biggest challenge with building consumer audiences is audience quality. CMI Media Group’s predictive modeling and enhanced patient data and consumer attributes help improve the consumer target audience quality. On the HCP side, our deep data-driven understanding of HCP’s consumer mindsets and behavior allows us to go beyond their professional behavior to create more personal and effective communications with them. By integrating consumer and HCP data and mapping the connections between them, we can design better segmentations and optimize resource allocation across audiences.  

Our unique approach to data also allows us to build an integrated view of local markets based on patients’ needs, HCPs’ characteristics and behaviors. In addition, as clients’ products enter different phases in their lifecycles and the competitive landscape evolves, we evaluate the market opportunities accordingly and leverage brands’ competitive strength in local markets to drive patient acquisition and adherence and HCP conversions and growth.   

CMI Media Group’s data-driven approach and capabilities extend beyond segmentation and enable us to achieve greater efficiency for our clients as we build more tailored campaigns. At CMI Media Group, we encourage our clients to evaluate consumer and HCP investment together to create an integrated plan, maximizing the media synergies, effectiveness, and efficiency. CMI Media Group’s experience planning across consumer and HCP audiences allows us to understand and quantify the halo effects of consumer and HCP communications on each other. We’ve embedded our knowledge in our proprietary planning tool, Solomon, which can determine the best budget allocation across channels for each campaign based on measurable disease characteristics and audiences’ responsiveness to different forms of media. We also work with clients to plan across both consumer and HCP campaigns using parameters ranging from different audiences’ responsiveness to media, clients’ salesforce strategies, market dynamics, and mutual patient-doctor influences. With integrated planning, we can achieve more with less. 

Once a campaign is launched, CMI Media Group can quickly integrate new data and experiences into the plans to enhance the personalization and drive better outcomes. As we continue to receive signals from audiences through each engagement, we refine our understanding of audiences’ needs and intentions. Using statistical techniques and machine learning algorithms to build a structured and disciplined process for optimization allows us to quickly deploy our improved understanding and achieve media effectiveness and efficiency. CMI Media Group has built a suite of capabilities enabling us to aggregate the learnings and make real-time decisions for the next best actions that include executing the next engagement tactic, shifting investment to drive high-value actions, realigning creatives with the right audiences, etc. The goal is not only to build impressions of our clients’ brands but also to drive the audiences to learn about and remember the brands by keeping our communications fresh and relevant.  

Finally, rigorous measurement allows us to ensure that better data leads to better business outcomes. Measurement is an important tool for us to learn and to optimize. We evaluate the success of each program both individually and collectively. Not only do we monitor campaign performance to ensure that we are driving engagement through our communications, but we also take a collective omnichannel perspective to understand what’s driving the behavioral changes and to optimize resource allocation to maximize business impact. This focused but holistic approach to measurement feeds improved business outcomes by enabling us to build predictive models that take into account numerous parameters to deliver powerful strategic recommendations.  

CMI Media Group’s integrated approach to healthcare media allows us to overcome many of the challenges preventing brands from developing and delivering audience experiences that drive better business outcomes. If you are looking to learn more, please reach out to connect@cmimediagroup.com.