Uniting a Community Through Social Media: BioMarin Pharmaceuticals

Search engines are the #1 resource for those seeking health information, used by 86% of consumers and 72%¹ of physicians with health inquiries. Because we integrate search marketing into all of our initiatives, Compass has built a best-in-class search department. We understand how HCPs look for information online — 84%, for instance, enter a condition name or diagnosis into search engine fields while 75% key in brand names of medications.¹ Our search results — both paid and organic — are some of the strongest in the industry and our clients’ brands consistently outrank their competitors.

Reference: 1. Harris Interactive.

Websites are the foundation of your brand’s interactive and relationship marketing programs. If you are building a new site or upgrading, refreshing or continually optimizing an existing one, our objective-based sites work to achieve your brand’s overall marketing goals. Whether it’s to support your patient/caregiver and HCP targets via a one-stop support portal, drive trial, or build your patient or HCP databases, our segmented sites are designed to move each audience segment appropriately down a specific behavioral pathway. We also incorporate the latest interactive technologies — interactive learning centers, archived HCP webcasts, and video—to create an optimal user experience and move your audience toward desired behavioral change.

Whatever your eMail campaign objective — to promote awareness, drive acquisition into your database, or promote trial — Compass will create a customized and measurable campaign that motivates consumer prospects or healthcare professional targets to take action. We customize the measurement of your eMail campaign’s effectiveness to match your specific objectives. Common measurements may include increased brand awareness, referral rate of eMail to others, and new prescriptions.

For patients with rare or unusual disorders, connecting with others who share their same condition can prove difficult. Fortunately, by leveraging the power of social media, including blogs and community sites, Compass has helped engage and enhance patient communities online. By creating these properties, we empower people with similar conditions and/or interests to share valuable thoughts and tips and find support.

Our fully customized relationship marketing programs are designed to acquire, maintain, and develop customer relationships over time. We recognize that each of your customer segments has a channel of choice through which they would like to interact with your brand. Therefore, we design programs to be holistic in nature in order to ensure enrollment, adoption, and, ultimately, brand success.

How you measure success depends on what your brand’s goals are. When you work with Compass, we review those goals from the outset, then identify and agree to specific measurement criteria before ever launching a single program. We have always believed in consistent and rigorous measurement from day 1. We also believe in the value of actionable information (pure metrics are pure torture), which is why our clients never receive a dense metrics report from us. Instead, we apply a simple "So what?" test to every graph and chart before sharing it with our clients. By delivering meaningful, actionable information, we’re able to identify and enhance successful programs and eliminate those that aren’t meeting your objectives.

A landscape analysis is a survey of the online space in which you operate. It includes both a physical landscape analysis, which looks at the tactics and tangible components of relevant online programs, and a behavioral landscape analysis, which studies the psychological, behavioral, and demographic factors of the online information seeker. A good landscape analysis will uncover and explore motivational factors and unmet needs, and identify how the Internet can best support the information needs of your target audience.