Case Study: Leading Media Drives Company achieves 10%+ new prescription lift with IQVIA’s Endemic Marketplace

Adding Endemic Media Drives Increased Prescription Lift for Life Science Brand

Leading Media Drives Company worked with IQVIA to measure how endemic and non‑endemic programmatic media influenced prescribing of a wakefulness medication for excessive daytime sleepiness. Using the IQVIA Media Operating System and IQVIA’s Endemic Marketplace, the challenge was to quantify the impact of media exposure on HCP prescribing behavior (physicians, NPs, PAs) and lift in new prescriptions (NRx).

IQVIA executed a test/control campaign (Nov 2022–Jun 2023) leveraging its measurement solution and Endemic Marketplace; the combined endemic + non‑endemic approach delivered $8.7M in incremental revenue and drove a 10%+ additional prescription lift versus non‑endemic only. Results showed NRx increases of +24.5% (total HCPs, n=44,868), +20.8% (non‑endemic only, n=43,902) and +34.7% (both endemic and non‑endemic, n=952); despite a lower CTR for combined media (0.05% vs 0.13%), IQVIA demonstrated that endemic placements made engagement stickier and improved ROI.