Our Website, Relationship Management and Search Marketing Services establish a brand’s online foundation and capture and retain its most valuable patients, caregivers and healthcare professionals. These programs are the basis of an online presence and should be achieved before investing in additional consumer or healthcare professional programs.
Brand Website
Multi-Channel CRM Programs
Search Marketing
We believe a good Website ensures an optimal user experience that communicates the brand’s position in the marketplace, provides information to specific target audiences and sub-segments of those audiences, as well as collects data to be used for subsequent on and offline marketing efforts.
Our Website development services include:
- Strategic assessment of the site business goals and targets
- Design of the site architecture
- Development of the creative look and feel of the site
- Content and copy development
- Onsite Intercept Study
- Facilitation of the site through Medical, Regulatory and Legal (MRL) review process
- Programming and quality assurance (QA)
- Submission of the site for FDA approval
Because of our belief in measurement all Compass Websites include an onsite Intercept Study or "pre-post" study, used to measure modified behavior based on website interaction, determination of which segments the site most influences, and identification of website optimization opportunities.
Each brand has the opportunity to engage its customers and motivate adoption and acquisition – not just compliance—through effective relationship management programs. At Compass we believe the customer relationship for both patients and physicians begins at diagnosis and should be fostered through loyalty. We also believe that everyone has their own channel of choice through which they would like to interact with brands. Therefore effective relationship program must be holistic in nature ensuring enrollment, adoption and, in the end, brand success.
Relationship marketing isn’t just about the patients – it’s also about physicians. Provide value, offer education and access to thought leader perspectives, and your physicians will engage with you.
Moving the brands customers down the consideration/usage pathway requires multiple messaging to each target segment across multiple touch points via multiple channels. It will take the right combination of web casts, emails, newsletters, starter packs, text messages or even phone conversations to get a patient through their first month of therapy or motivate a physician to try therapy with a new patient type.
Whatever the right combination, Compass will design, build and measure it. We start by developing an in-depth understanding of customer research and insights to identify each relevant segment; this is core to understanding how to best orchestrate the communications and what will cultivate the relationship. Once the CRM plan architecture is established Compass applies our behavioral understanding and award-winning creative skills to develop a rich and compelling program that will live beyond regulatory scrutiny. Upon launch, Compass provides turnkey management of the program, providing database management, on- and offline fulfillment and analytics, or we can integrate with the client vendors to execute the program.
Our CRM programs include:
- Development of the strategy and implementation plan:
- segmentation and contact strategy
- channel integration
- database design
- measurement criteria
- Development of the program components for all channels (site, eMail, direct mail, etc.):
- Creative look and feel
- Content
- Facilitation through Medical, Regulatory and Legal review process
- Programming/QA and production
- Database development
- Ongoing management and delivery of all channel program communications – online and offline
- Ongoing integration with partner agencies and client vendors
- Measurement and analysis of program usage/success
Search Engine Optimization
Paid Search
We provide SEO services that optimize the quantity and quality of traffic to our clients’ Websites. SEO services ensure the client’s Website is recognized by search engines (Google, Yahoo!, MSN, etc.) and prioritized near or at the top of the list of the search results page for appropriate keyword searches. This service is offered both to the Websites we develop and as a stand-alone service to those clients who already have a Website.
Our Search Engine Optimization Services include:
- The identification of keywords that correspond to terms, words or phrases that are most often used by the brand’s target audiences when searching
- Implementation of the keywords into the site content
- Development and implementation of "meta data" — (meta description tags, meta title tags, URL directory and file naming, page titles, alt-tags, etc.)
- Submission of the sites to the individual search engines on a regular basis so the site will be "searched" by the search engine
- Grassroots linking campaign, contacting and encouraging credible sites to link to the client Website
- Monthly reporting showing the increase in rank of keywords as well as the amount of traffic produced by optimization efforts
- Competitive assessments that determine how well our client’s Web properties are performing versus their competition
Compass provides Paid Search services that cost effectively drive qualified target audiences and prospects to customized landing pages on our client’s Websites. Paid Search services allow specific keywords that are highly relevant to be "bought". When a searcher enters that search term, the resulting page reveals the text-based ad (often called a "sponsored link") linking them to the Website. Due to the number of health information seekers using search engines, this has proven to be a cost-efficient, targeted tool in the online marketing mix, and many times will be typically coupled with SEO projects.
Our Paid Search Services include:
- Competitive search landscape and keyword analysis
- Keyword strategy development
- Copy development and approval of multiple text ads per keyword
- Initial media buy set-up; includes:
- Media cost budgeting and forecasting
- Campaign logic and methodology
- Account creation and testing
- Media acceptance/approval
- Flighting of ads
- Ongoing media optimization & reporting
- Management of the media buy with appropriate search engines
- Daily optimization of media buy based on performance
- Monthly reporting of media performance
- Ongoing ad copy optimization
