Case Study: Leading Pharma Brand achieves major pharmacy script and new-patient lifts with IQVIA

Leading Pharma Brand - Customer Case Study

Leading Pharma Brand engaged IQVIA to quantify the real-world pharmacy impact of its digital and in‑pharmacy marketing for diabetes audiences. The brand’s challenge was to understand synergies between online exposure and point‑of‑care tactics (pharmacy placements) across key segments—Insulin treaters, High Blood Sugar (HSB) treaters, and those with Cardiovascular Disease (CVD)—and to measure transactions, new prescriptions and new‑to‑brand patients.

IQVIA delivered a DTC Measurement: Net Impact Analysis using in‑house tagging, identity resolution, privacy‑optimized medical claims, and a best‑in‑class test/control matching methodology (age, gender, zip, insulin/CVD/HSB status). Key results included Insulin treaters: +32% transactions, +25% new prescriptions, +21% new patients; CVD: +39% transactions, +3% new prescriptions, +60% new patients; HSB: +30% transactions, +27% new prescriptions, +34% new patients. Overlap of digital and in‑pharmacy exposure for insulin audiences produced the largest lifts (transactions +113%, new prescriptions +63%, new patients +150%), while CVD+pharmacy and HSB+pharmacy showed no impact; pharmacy‑only audiences saw strong lifts (transactions +50%, new prescriptions +65%, new patients +69%). These findings from IQVIA enabled the brand to optimize multichannel investment with measurable, actionable insights.