Our HCP programs and services enable doctors, pharmacists, and nurses to feel confident discussing, recommending and writing prescriptions for our client’s brands as well as provide appropriate clinical information. They include:
eDetail
Multi-Tiered Clinical Extranet
eMail Marketing
Content Syndication
Interactive Convention Services
The Compass eDetail is a Web-based promotional program designed to reach US based physicians. We leverage existing physician databases and usually provide an honoraria to physicians who complete the program.
The physicians targeted for recruitment will be determined by the brand’s target list. Physicians will be recruited into the program through various channels, including eMail, fax, direct mail and reps. In most cases, Compass partners with one of the two largest physician databases to effectively recruit high-value physicians according to the client needs. Once the physician arrives at the eDetail website he/she will be required to undergo a brief verification process to ensure that the visitor is one of the targeted physicians and has not previously participated in the program.
The physician will then proceed through the clinical information or "learning" component of the program. The program will be designed in Flash and will usually include a voice-over provided by a brand KOL. In addition to approved sales materials, the use of animation, "quizzes" and other types of interactivity and eLearning best practices will be incorporated to ensure maximum message retention.
Upon completing the eDetail, the physician will become eligible to receive honoraria if this is allowed by the client. In addition, a market research survey will be presented to physicians in order to assess the effectiveness of the eDetail message retention/recall. Physicians will also be encouraged to opt-in to a client database for future communications.
eDetail Services include:
- Strategic blueprint for the program and the expected outcomes to be measured
- Design of program storyboards, including script outline, script, and creative storyboards
- Includes the building of the sequence, appearance, and logic of the messages and questions into a 6-8 minute program
- Recording of voice-overs for the program
- Flash programming of content and voice-over
- Medical, Regulatory, and Legal review of all program components
- Integration of all program elements into the final eDetail and QA of program
- Management and measurement of eDetail
Multi-Tiered Clinical Extranet
The Compass Multi-Tiered Clinical Extranet provides a one-stop information and support destination for all target audiences involved in the clinical and thought leadership development of our clients business.
The Compass Extranet is a password protected site that can include up to four distinct sections or "tiers". Each tier supports the specific needs of its audience with password protected access dependant upon user log-in. The Extranet is designed for:
- Key Opinion Leaders (KOLs) and speakers
- Clinical investigators and related physicians
- Nurses within the clinical trial facilitation team
- Patients and caregivers of patients enrolled in the clinical trials
The Compass Clinical Extranet will service the information and brand communication needs of the brand’s KOLs. It will also aide the clinical investigation team by ensuring the optimal facilitation of the clinical trials by extending and expanding support to them and their nursing staff. In addition, the site will provide patients and/or caregivers the necessary education, assistance and support required for a successful clinical trial experience.
Our Multi-Tier Extranet Services include:
- Strategic assessment and approach for the site, including appropriate tiers
- Design of site architecture
- Development of the creative look and feel of the site
- Consultation with the appropriate professional groups/clinical investigators/KOLs
- Content development
- Facilitation of the site through the Medical, Regulatory and Legal review process
- Programming and QA, including password protection, log-in management and admin tool
We are highly skilled in the creation of customized eMail campaigns that can motivate action from HCPs. Setting our sights on our client’s brand goals and objectives, we develop measurable campaigns that are deployed over a pre-determined period of time. These campaigns are designed to motivate HCPs to take appropriate actions such as:
- Drive HCP database acquisition
- Drive site interaction
- eDetailing or eCME use
- Increased physician prescribing
The campaign can be fulfilled by our client’s own eMail fulfillment capabilities or by one of Compass Healthcare Communication’s partners. Measurements of these campaigns are customized to the specific objectives but frequently include:
- Cost per Acquired Name
- New prescriptions (NRx)
- Total generated prescriptions (TRx)
- Referral rate (of eMail to peers)
- Increased brand awareness
Our eMail Marketing Campaign Services include:
- Strategic assessment
- Media planning and approach for the campaign
- Campaign fulfillment methodology
- Consultation with the appropriate professional groups/contributors
- Development of the creative look and feel of the campaign
- Creation of original and use of existing brand copy for content
- Facilitation of the eMail(s) through the Medical, Regulatory and Legal review process
- Programming and QA
- Management of the fulfillment vendor
- Campaign assessment and measurement
Compass develops content, interactive tools and traditional banner ads that are featured on healthcare professional targeted Web properties. The creative is developed consistent with the brand’s offline professional materials; we also work directly with physicians, Key Opinion Leaders and patient advocates to develop articles and testimonials.
The featured sites vary from commercial to non-profit; from traditional advertising media placements to featured stories and content through partnerships. Compass negotiates the placement of the materials by both relationship and financial means on behalf of the client and then ensures appropriate measurement of the campaigns.
Our Content Syndication Services include:
- Placement and targeting strategy
- Consultation with the appropriate professional groups/contributors/KOLs
- Development of content and creative assets
- Facilitation through the Medical, Regulatory and Legal review process
- Programming of tools (when appropriate)
- Dissemination of materials
- Tracking and measurement
Interactive Convention Services
Medical conventions are prime times for capturing the interest of healthcare professionals—they are primed for learning and particularly interested in unique, engaging learning experiences. By utilizing the digital experience, brands provide memorable and measurable value to their pre and post convention efforts.
At Compass, we understand the power and lasting brand impression provided by information presented in a high quality interactive format. As online marketing experts, we are uniquely qualified to design, develop and measure rich and engaging interactive experiences for each of the brands target physicians. By utilizing unique games, interactive case studies, mechanism of action videos, avatars and other animation technologies we will engage the physician throughout the delivery of the entire brand message. Finally, we ensure these programs appropriately leverage the research and database capture capabilities inherent in their design.
Our Interactive Convention Services include:
- Strategic assessment of your current convention presence
- Development of the program blueprint, expected outcomes, and metrics
- Design of the program storyboards, scripting, and creative execution
- Program is fully integrated with your brand’s messaging and campaign
- Medical, Legal, and Regulatory review of all program components
- Implementation of the approved program
- Program assessment and metric reporting
