Strategic Media Planning

Fueled by comprehensive knowledge of how market forces impact brand challenges, CMI strategists don't just see what is, but create a vision for what can be. Our media strategy team gets to core issues that identify your best customers, define where the growth potential is, or help stop the bleeding when competitors dominate, then articulate the best use of media to successfully overcome those challenges.

There is no magic bullet for guaranteed success, but having an experienced media strategist define customized solutions will bring order from chaos and aligns scarce resources to work efficiently toward reaching your brand’s goals.

CASE STUDY: Addressable TV

Addressable TV Delivers Exceptional Reach to Niche Oncology Audience

CLIENT CHALLENGE

challenge

What is the client trying to achieve? What made this challenging?

• Brand is third to market, behind strong competitors in a cluttered oncology space, with a small patient base under 500,000
• The brand needed patients to request and stay on this drug therapy
• Client wanted to explore broadcast to reach their audience

CMI STRATEGY

strategy

What was the plan of action designed to overcome the challenge?

• Narrow in on extremely niche patient audience
• Generate a high SOV with patients in the noisy oncology category

CMI SOLUTIONS

solutions

What was the plan of action designed to overcome the challenge?

• CMI recommended the more efficient data-driven targeting, based on Rx data, offered through Addressable TV
• Incorporated HCP list into targeting for further refinement of reach
• Measured HCP visits and quality of the audience reached

RESULTS & LEARNING

52%

of exposed households had specified rare cancer treatment in the past year

156%

more likely to have relevant rare cancer treatment than the national baseline

13%

of exposed households visited a physician after seeing the ad

38%

more likely to visit a doctor than national baseline rate