Case Study: Top 10 Pharmaceutical Company achieves 400% ROI and stabilizes prescription trends with IQVIA Multichannel Marketing

Successful Product Promotion Through Multichannel Marketing in the Absence of Field Sales Support

Top 10 Pharmaceutical Company was facing declining sales for a third-tier brand in a competitive $3.2B market after field sales support was removed and had tried telesampling to specialists with limited prescription impact. The client engaged the IQVIA Multichannel Marketing team (after initial telesampling efforts) to assess engagement and Rx impact and identify how to restore growth.

IQVIA redesigned the campaign with improved segmentation, shifted targeting from non-responsive specialists to primary care physicians, expanded vendor use across five channels, and revised sample and savings-offer distribution. The IQVIA-led solution delivered a 400% return on investment, stabilized declining TRx and NRx trends after launch, and enabled the client to reallocate spend toward higher-impact PCP outreach with minimal additional investment.