Pharmaceutical

With seven of the world’s 20 bestselling drugs scheduled to go off patent by 2013, the rise of branded and generic competition, and the impact of insurance formularies, brands face tremendous urgent challenges. CMI’s comprehensive analytical approach simulates the impact of marketing and category changes to predict the effect on brands. Our immersive ethnographic approaches increase understanding of compliance and adherence, and short-term online communities uncover insights that patients often won’t even tell their doctors or spouses.
Success Stories
  • Patient Decision Pathway: Understanding the patient experience from symptoms to refill
  • CMI modeled the “patient pathway” for a global pharmaceutical company to identify and understand patients’ critical “decision points” from the first recognition of symptoms through refilling a prescription.

    The result: identified new markets, uncovered patients’ information needs, and improved the patient-physician dialogue.

  • Behavioral Pathway Analysis: Understanding target customers and their behaviors
  • CMI developed a segmentation scheme for people with a chronic condition and followed participants over time to validate their stages of change and understand how to message to individuals at various points along their decision pathway.

    The result: uncovered underlying behaviors and motivations that guided a successful new marketing campaign.

  • Improving Messaging: Hearing what patients won’t share with their MD
  • CMI helped a leading pharmaceutical company establish an anonymous online discussion platform of patients with a stigmatizedcondition to understand their attitudes and behaviors toward their health, symptoms, the client’s brand, and competitors.

    The result: identified valuable messaging opportunities for patients and new information for sales reps to share with doctors to improve the physician-patient dialog.

Learn More

“New Ways to Gain New Brand Insights” by Ellen Cabacungan and Bronwen Clark of CMI for Pharmaceutical Executive, July 2011

“Moving Beyond Claims-Based Messaging” by Mike Mabey in Pharmaceutical Executive, June 2010.

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Broad experience means creative solutions.

Broad experience means creative solutions.


Nationally and globally, via B2B and B2C channels, we "help clients identify and understand" the touch points and triggers that prompt customers to consider, choose, and advocate for their brands.

Our belief that knowledge is transferable and our commitment to thoroughly understand your industry’s unique challenges means we bring the best of both worlds to you – deep industry knowledge and diverse, wide-ranging experience.