How a small brand created big waves: Santarus

The marketplace situation:

Zegerid was a small, unestablished brand in a marketplace dominated by several large, well-known competitors
Heartburn medications occupy a high-switching category
Patient persistency needed improving

The Compass solution:

We started by assessing the brand's objectives and working backward to define measurement milestones or conversions that would optimize traffic to the brand's Website
We then made the strategic decision to focus on three online channels:
- Organic search
- Paid search
- Online media

RESULTS

Santarus

Search marketing results:

Natural search traffic to www.Zegerid.com increased significantly
Zegerid became the only brand site that ranked on the first page of search engine results, appearing in the No. 1 and No. 2 spots on Yahoo! for key category terms.

Trial coupon prints:

Monthly coupons printed from Website increased by 59%
Of those searchers who clicked through to the Zegerid site, 18% printed the trial coupon, and 18% of those redeemed it.

Brand awareness:

Overall awareness of Zegerid increased by 90% among family practitioners (from 29% to 56%); and by 47% among internal medicine physicians (from 512% to 756%)
Among those physicians identified as "very likely to prescribe Zegerid," awareness increased by 234% for family practitioners and by 126% for internal medicine physicians.

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Customer Targeting and Acquisition
Media Services

Media Services
Online media and advertising is a great way to reach and capture the attention of your target audiences. At Compass, we leverage our strategic marketing expertise and knowledge of online behavior to create dynamic and targeted online media programs using banner ads and rich media with interactive tools, delivered against complex media campaigns, content syndication, and sponsorships.
Search Marketing

Search Marketing
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.
Analytics
Measurement

Measurement
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.