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CMI Media Group, a WPP company (NYSE: WPP, http://www.wpp.com), is a full-service media agency focused solely on health, wellness, and pharmaceutical marketing. CMI Media Group’s core offerings include Audience Strategy, Planning, Development, and Insights; Data and Analytics; Buying and Investment; and Direct Response and Customer Experience. As the leading media resource for the world’s top healthcare companies, CMI Media Group brings together leading technology, data, and talent to deliver seamless capabilities for clients. CMI Media Group has been recognized as a leader in DE&I, talent retention and employee development as well as one of the industry’s best places to work.
ADC Therapeutics tasked CMI Media Group with optimizing their campaigns to drive even more conversions for an Rx in 2023 after an extremely successful 2021 and 2022.
First, the agency continued to work with a supplier partner to utilize a unique reporting capability. This tool allowed CMI Media Group to uncover who, how, and when the audience engages with a brand using digital touchpoints. This would support their goals of maximizing their search investment and driving improvements YOY in conversion, cost per conversion, and conversion rate metrics.
Second, once the search behaviour was understood using the tool, CMI Media Group introduced audience segments across engines. By doing this, the agency was able to expand upon its audience profile by introducing demographic and psychographic data on the most engaged users.
All campaigns were optimized to prioritize clicks from users that match the audience profile. Additionally, optimizations were made to bidding strategies with the goal of making the campaigns more efficient.
By continuing with this strategy, CMI Media Group had a clear picture of how the audience searches, what high-converting users are likely interested in, and how their behaviour differs.
So far in 2023, when comparing performance to Q1 2022, the optimizations made have helped us achieve:
- 145% increase in conversions year over year.
- 64% decrease in cost/conv year over year
- 111% increase in conversion rate (5.4% vs. 11.4%) year over year.
CMI Media Group is thrilled to be nominated again for the US Search Awards. Our team is bringing innovative solutions to all our pharmaceutical clients, and we are fortunate to have clients who are willing to partner on initiatives that truly stand out while delivering fantastic results. Being able to publicly recognize the work that went into getting these tests approved and in the market is beyond words.
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