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EMEA Thought Leadership
Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
Learn more
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EMEA Thought Leadership
Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
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EMEA Thought Leadership
Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
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Case Study
IQVIA Outperforms Meta's First-Party Audience Capabilities
CMI Media Group overcame audience and data restrictions on native social platforms by leveraging IQVIA's powerful audience capabilities, unlocking unprecedented performance for healthcare brands.
Jun 09, 2023
After Meta removed Detailed Targeting options that relate to sensitive topics, including those referencing health causes from their social platforms, marketers that relied heavily on these segments needed to pivot their approach. CMI Media Group, a full-service agency and WPP's healthcare media specialist, partnered with IQVIA's Digital Enablement Center of Excellence to develop new privacy-optimized and modeled consumer segments to best replicate Meta's now deprecated first-party audiences.
The campaign drove messaging for a leading neurological treatment brand to first-party healthcare audiences across Meta platforms for the first two months, followed by four months of media targeting IQVIA's Modeled Consumer Audiences. CMI Media measured the quality and efficacy of audience data through Users Reached, CPM, and Video ThruPlay rate. The results from this study show IQVIA's segments would have consistently outperformed Meta's, proving that marketers and brands can prioritize both user privacy and accuracy in their healthcare campaigns.