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Case Study
CTV and Social Media Real-World Campaign Measurement
Robust technology and analytics from IQVIA’s Operating System unlock prescription lift for CMI Media Group across channels that are traditionally difficult to track and measure real-world actions for.
Jun 16, 2023

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CMI Media Group, a full-service healthcare media agency, is WPP's healthcare media specialist. They ran a campaign from April to December 2021 for a leading psoriasis medication, reaching dermatologists through cross-channel Connected TV (CTV) and social media ad exposure. These are two digital channels that have been historically very difficult to track and measure real-world behavior for in pharmaceutical marketing. For this first-of-its-kind measurement study, IQVIA's Media Operating System connected the dots between the CMI Media Group's audiences and post-media exposure medical claims data, so all brand prescription activity insights are specific to the CTV and Social campaign rather than at the broader market level.

This analysis proves that healthcare marketers no longer need to rely on projected metrics for campaigns that are traditionally difficult to measure. IQVIA's Measurement Suite shows both marketers and publishers exactly how valuable each media tactic is, regardless of where it's run or who it's engaging, so our client teams have the data they need to connect the dots between their omnichannel campaigns and drive results.

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