hcp

Why Mobile Customization is Key in Pharma Advertising

Most healthcare brands are now making mobile a priority. Recently there are even more reasons to do so, as well as ways to make this channel work for you to better engage HCP audiences. This POV will review why mobile is important for your brand and list ways to harness the medium for your brand goals.

The HCP Generational Divide – ThinkWell Vol. 2

While much work has been done to understand the generational differences of consumers, very little has been done to focus on the generational differences of healthcare professionals (HCPs), specifically of physicians. Today, the physician generational divide is more important than ever, as Generation X overtakes baby boomers as the largest group of practicing physicians, and as more Generation Y doctors emerge into the workforce. Within each population, it is also important to note an increasingly higher gap closure between the gender divide—with Generation Y having a nearly 1:1 female-to-male ratio, while boomers show only a 1:3 ratio.

Right Place at the Right Time: Dynamic Content Ads in Healthcare Marketing

Background: Digital advertising in the HCP space typically consists of developing standard HTML5 banners with one or two calls to…

Pharma Hotlist: Apps are Good Medicine

In an ongoing series, Q&A sessions with media experts from CMI/Compas explore what pharma needs to know about how physicians…

Focus on Oncologists

In an ongoing series, CMI/Compas reports insights on healthcare providers by specialty. For this edition, we partnered with UBM to…

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Digital Perspectives of HCPs-An excerpt from Media VitalsTM

An excerpt on the digital behaviors of HCPs from the CMI/Compas 2013 Media VitalsTM 21-specialty study.

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Engaging Nurse Practitioners and Physician Assistants Using HCP-Level Promotional Access and Preferences

Research documenting how HCPs across therapeutic specialties use various communication channels and tactics within those channels.

Advanced Display Targeting Options for Pharma Brands

Background:  As online marketing technology advances, new innovative targeting options become available to advertisers. Over time, display advertising has grown…

Channel Agnostic Media Planning for HCP Audiences

Background and Industry Implications Media strategy has long been about the channel.  For example, journals were considered the “go to”…