The Importance of Planning Beyond National Borders

Often, agencies will receive a media brief that is focused on targeting healthcare professionals based in just one country.

And it makes sense; brand teams may only have the authority to advertise in one market, regulatory considerations can limit geographical scope of activity, or there may not be sufficient budget to target multiple countries.

However, even when we’re working on single-market media campaigns, we stress the importance of uncovering opportunities that may originate from outside of the target country. This approach has been proven from the successes of countless campaigns, but has been further validated by new research we’ve conducted at CMI Media Group.

Insights from Global Media Vitals™

Global Media Vitals™ is a proprietary research study conducted by CMI Media Group to uncover insights about the media habits and preferences of healthcare professionals across multiple therapy areas in Europe and Canada. This research generates proprietary data on the channels and platforms HCPs are using and the reasons why.

But, one particular question, which may not immediately seem tied to media preferences, shone a light on the international nature of HCPs’ lives.

We asked European and Canadian HCPs how often they were engaging or collaborating with healthcare professionals working in other countries. The response was eye-opening. Over 80% of HCPs said they were collaborating with HCPs in other countries at least monthly, and almost 50% said they were doing so at...