Pharmaceutical ads accounted for 5.8% of overall TV ad reach in 2024. But leading pharma brands are embracing a cross-platform strategy, combining TV’s scale with the precision of digital delivery to balance compliance with effective, data-driven engagement.
As a newly minted business unit within IQVIA, a global leader in healthcare data and analytics, IQVIA Digital combines decades of experience in clinical research and drug development to enhance media strategies for healthcare brands. Now, through a partnership with iSpot, IQVIA Digital is helping pharma TV advertisers drive measurable outcomes by bridging the gap between healthcare data and advanced measurement solutions.
Customer-Centric Solutions for Pharma and Beyond
Moira McKenna, Head of Identity and Media Partnerships, explains how IQVIA Digital stays laser-focused on meeting customers where they are and providing solutions that help them drive their businesses forward. When it came to expanding that mission to media and measurement, iSpot was a natural fit with a customer base that overlapped with IQVIA Digital’s.
Beyond targeting, measurement is a critical pillar of IQVIA Digital’s approach. Advertisers need a deduplicated view of how their media spend is reaching audiences and driving meaningful results across platforms. Through the iSpot integration, IQVIA Digital enables brands to measure the real-world impact of their campaigns across television, digital, and programmatic channels, ensuring that healthcare advertising investments deliver tangible value.
A Data-Driven Future for Healthcare Media
As a leader in healthcare data, IQVIA Digital is committed to making media buying and measurement more precise and actionable. Through partnerships with DSPs, SSPs, and brands, IQVIA Digital allows advertisers to activate and measure campaigns across a range of platforms—whether through programmatic display, email, or television. The company’s ability to integrate data-driven solutions into the media ecosystem ensures that healthcare brands can optimize their strategies and maximize ROI.
The collaboration between IQVIA Digital and iSpot represents a step forward in healthcare advertising, where precision targeting meets advanced measurement to create smarter, more effective campaigns.