Net Rx Impact Analysis Proves the Value of DTC Point of Care Media
IQVIA helped a leading pharmaceutical brand understand the real-world pharmacy impact of their marketing dollars spent on both online and offline media for a DTC campaign.
In today's world, it's more imperative than ever to strike the right balance between digital and in-person experiences. A top pharma brand leveraged IQVIA's Media Operating System to help them better understand the synergies that may exist from exposing consumers to digital media and at points of care, such as pharmacies. For this study, IQVIA aggregated the post-media exposure prescription activity of each consumer reached by the campaign and their matched control group counterpart, including metrics such as total transactions, new prescriptions, and new consumer conversion to the brand.
This study is a clear demonstration of why IQVIA's measurement model works. The unprecedented granularity, determinism, and flexibility of our analytics illuminate the power of marketing investment regardless of audience, channel, or media type. In this case, our client was able to understand the full ROI story for each audience segment and each media tactic or combination of tactics. This allows them to make more intelligent marketing decisions moving forward and provide the most impactful brand experience for every audience.
