Case Study: Large pharma company achieves 300% ROI and $24.8M return with IQVIA in‑flight multichannel marketing optimization

MULTICHANNEL MARKETING (MCM) IN-FLIGHT OPTIMIZATION

The customer, a large pharma company with a market‑leading brand, was facing perception challenges around formulary access and cost versus competitors and needed to optimize cost per engagement, channel mix, frequency and cadence to hit revenue targets. Midway through a seven‑month, multi‑vendor Multichannel Marketing (MCM) campaign, IQVIA’s Multichannel Marketing COE flagged that the program was forecasted to fall significantly short of its revenue goal.

IQVIA applied in‑flight optimization and an algorithmic “next best” customer/channel/offer/vendor/message approach to identify unresponsive targets and the engagement inflection point, then refined the target list and cadence. The optimization increased HCP reach with the same number of planned impressions, produced an immediate lift in NRx trends, identified optimal engagement levels for expensive channels like tele‑detailing, and delivered a measurable 300% ROI—$24.8M in return over 1.5 years.