Case Study: Leading Medical Device Company achieves 11% increase in cardiologist referrals and over $33M quarterly ROI with IQVIA

Referral Field Team Drives Incremental Sales for Medical Device Company

Leading Medical Device Company developed a new cardiovascular implant but needed to raise awareness and increase clinic-based referrals among cardiologists; their FDA-mandated patient registry named only about 50% of referring physicians, limiting market sizing, targeting, and sales-force effectiveness. After an outsourced field team failed to achieve the required share of voice, the customer engaged IQVIA to provide data and analytics and to recruit, train and deploy a referral field team.

IQVIA used longitudinal prescription and procedure data and deployed a referral team (starting with nine part-time reps and growing to 18) that integrated with the customer’s hospital training teams; IQVIA compared 1,200 called-on cardiologists to a matched control group and found ~11% average referral-per-HCP increase versus control. The analysis showed the IQVIA-targeted physicians referred one additional patient per physician per quarter (each procedure ≈ $32,000), yielding over $33M in quarterly return and prompting the customer to hire several of the IQVIA reps.