Case Study: Leading Consumer Health Company achieves data-driven dentist targeting and a ready-to-use nominative target list with IQVIA

AIML Commercial Excellence Case Studies

Leading Consumer Health Company was targeting dentists to drive recommendations for a non‑prescribed OTC product but lacked insight into which practices mattered most. Because the product was not prescription‑based, conventional targeting methods were not applicable, so the customer engaged IQVIA to provide a data‑driven approach using IQVIA’s pharmacy panel, granular sociodemographic data and advanced analytics.

IQVIA built a solution combining census‑district sociodemographic indicators and pharmacy sales data, used a random forest model to predict sales per district, mapped dentist catchment areas, and allocated sales potential to individual practices. IQVIA then segmented dentists by estimated value potential and delivered a ready‑to‑use, nominative target list built with high confidence — enabling more effective field‑force targeting and prioritized resource allocation.