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Media Company CMI/Compas Sets Sights on Contact Lenses
With any product, it is vital to spread the word to
customers about its attributes and benefits. But
there’s much more involved in getting the word
out than meets the eye.
Johnson & Johnson Vision Care, Inc. (JJVCI)
makes contact lenses that are sold through key
customers including WalMart. But in between
those two points, and behind the scenes, a
strategic media plan and promotional campaign
is constructed, and media buying arranged, to
ensure that the brand message is delivered with
the highest level of impact.
To accomplish this, JJVCI has, since 2011,
worked with diverse supplier Compas, Inc. and
its sister company Communications Media, Inc.
(CMI) – a media planning and buying enterprise
that serves distinct purposes. CMI develops a
marketing analysis and media plan to deliver the
product message across multiple channels to
reach its target audience. Compas then buys the
appropriate media coverage through those
channels.
Realizing the Vision: Targeting HCPs
and Customers
CMI has crafted its business to specialize in fully
integrated, micro-targeted media plans to reach
healthcare professionals (HCPs) and their
patients. Compas specializes in partnering with
leading healthcare industry media providers, as
well as promising innovators, to establish media
buying best practices that return higher returned
savings to clients. A major benefit for
CMI/Compas clients is membership in the
Compas Consortium; with more than 50
pharmaceutical companies and 250 publishing
partners, it is the world’s largest direct-toprescriber, cross-channel healthcare media
buying consortium – leveraging members’
combined power to achieve the highest
savings. Through this partnership, CMI/Compas
collects individual HCP professional preferences
to deliver actionable expertise needed by
clients such as JJVCI.
“We began working with CMI because we wanted
more rigor behind our professional media plans,”
explained Nkeruka Okonmah-Sanders, Marketing
Manager, Daily Disposables, at JJVCI, “CMI has
been a great partner in helping us use traditional
media channels to reach our target eye care
professionals efficiently, while also proposing fresh
new ideas to help us connect with our target in
unexpected ways.”
Examples of this including ensuring that, when
eye care professionals conduct online searches
for brand-related information, they are able to
locate it – as well as an accompanying
advertisement for the brand.
Art Hintz, Procurement Manager for Professional
Services at Johnson & Johnson, said, “The
advantage of partnering with CMI/Compas is their
speed to market in developing a media plan,
which includes identifying the most desirable
modes of direct communications to a target
audience, plus timing the ads and purchasing
advertising space in the desired modes. With CMI
developing the media plan and Compas buying
the space in the identified media, the entire
process is seamless.”
The story of CMI/Compas began more than 25
years ago, when founder and CEO Stan
Woodland worked as a successful media planner
for a global pharmaceutical company. He realized
that the complex and growing healthcare industry
needed a more strategic approach to
pharmaceutical media planning and buying.
Stan Woodland, founder and CEO of CMI/Compas
“We take an approach of leveraging
relationships positively, and that has really
paid off with JJVCI and overall in our long
tenure with J&J,” Woodland said. “Our work
in long-established relationships with leading
industry partners allows us to bring better
rates and opportunities to JJVCI, resulting in
higher engagement and better program
outcomes.”
Winning Ways for the Community
Because the work of CMI/Compas for JJVCI is datadriven, it incorporates proprietary data regarding
doctor preferences – to help guide strategic media
planning and buying decisions.
Both CMI and Compass are certified by the
National Minority Supplier Diversity Council
as minority-owned-and-operated
businesses.
Founded in 1989, CMI is based in King of
Prussia, Pennsylvania, with offices in
Pennsauken, New Jersey, Philadelphia and New
York City. Compas, founded in 1991, is based in
Pennsauken, with 70 employees. The family of
companies is a year-over-year winner of
Philadelphia Business Journal Best Places to
Work, Philadelphia Inquirer Top Workplaces,
Philadelphia Business Journal Healthiest
Employer, NJ Business Journal Top MinorityOwned Companies and Top Privately Owned
Companies, PM360 Trailblazer and Top
Innovation awards and MedAdNews Top
Agencies recognition.
Including diverse suppliers in the vendor network
is an important element of the corporate vision for
Sam’s Club. “Fostering minority- and womanowned businesses benefits all parties involved,”
said Salah Khalaf, Senior Manager, Supplier
Diversity, at Sam’s Club, a division of Walmart
Stores, Inc. “It’s essential for our company to
bring quality products to our members, while at
the same time supporting job creation and
prosperity in the communities we serve.
CMI/Compas, through its work with JJVCI,
contributes to those goals.”
All Johnson & Johnson companies share in a
commitment to supplier diversity and the
importance it brings to the community through
expanded opportunities and job creation, while
potentially helping to reduce economic
disparities. Johnson & Johnson is one of only
two healthcare companies in the supplier
diversity Billion Dollar Roundtable – a group of
companies that each spends at least a billion
dollars annually in support of minority /womenowned companies.