Case Study: CMI Media Group achieves measurable Rx lift across CTV & Social with IQVIA’s Media Operating System

CMI Media Group - Customer Case Study

CMI Media Group ran a campaign for a leading psoriasis medication targeting dermatologists and faced the challenge of measuring real-world ROI for historically difficult-to-track channels—CTV and social. They partnered with IQVIA, using IQVIA’s Media Operating System along with in-house ID resolution and a privacy‑optimized medical claims warehouse to build a proof of concept that could attribute script lift and cross‑channel impact.

IQVIA implemented deterministic HCP matching, connected media exposure to claims data, and delivered weekly gross and net measurement. Results showed 38 new dermatologists prescribing the brand and 1,015 new patients overall; CTV-exposed dermatologists wrote 811 total prescriptions (1 new Rx) while social-exposed dermatologists wrote 2,749 total prescriptions including 132 new prescriptions (224 HCPs exposed). Net lifts versus a 1,238-HCP control group were +38.24% new patients, +25.48% NRx and +30.87% TRx, demonstrating IQVIA’s solution materially increased prescriptions and patient starts and enabling in‑flight campaign optimization.

CMI Media Group