Case Study: CMI Media Group achieves 36% higher video ThruPlay and lower CPM with IQVIA's privacy-optimized audience modeling

CMI Media Group - Customer Case Study

CMI Media Group faced a sudden loss of Meta’s native first‑party healthcare targeting and needed to keep awareness and efficient reach for a neurological treatment brand on Meta platforms. CMI partnered with IQVIA to replace deprecated segments with IQVIA’s privacy‑optimized modeled consumer audiences (built via their DTC/HCP audience modeling and Digital Enablement Center of Excellence).

IQVIA combined de‑identified medical claims with privacy‑enhanced consumer attributes to train and activate targeted cohorts on Meta, producing clear performance gains: video ThruPlay rates increased ~36%, CPMs fell about 7% (from $5.17 to $4.79), and overall reach grew to 8.37M (+15% vs the prior first‑party period), while maintaining lower delivery costs as the campaign scaled.

CMI Media Group