IQVIA Digital

The future of TV and streaming measurement isn't about counting impressions. It's about proving impact. As media investments become increasingly fragmented across linear TV, CTV, streaming, addressable environments, and digital video, marketers face a critical question: How do you know which platforms are actually driving business results? The industry is buzzing about new currencies, AI-powered measurement, advanced analytics, and cross-platform standards. But what's real innovation and what's just hype? And if you're still measuring channels in silos, you're likely missing the full picture. Join Justin Rosen, Head of Measurement for IQVIA Digital, and Benjamin Vandegrift of VAB for an insightful discussion on the evolving TV and premium video measurement landscape. For marketers, media agencies, publishers, and advertisers under increasing pressure to prove performance, this conversation will provide practical insights into building smarter, more accountable cross-platform strategies. Register today and discover how the next generation of TV and video measurement is helping organizations maximize reach, improve engagement, and drive stronger business outcomes. https://lnkd.in/gBru4nAW

Are your DTC and HCP campaigns working harder together — or being measured in silos? In pharma marketing, patients and providers are often reached through separate strategies, teams and measurement frameworks. But the most important moment happens when those audiences converge: the point of care. IQVIA Digital’s Halo Analysis helps brands understand how direct-to-consumer and healthcare professional campaigns interact to drive incremental Rx — independently and in combination — by connecting patient and provider signals through privacy-compliant real-world data. By measuring overlap between DTC and HCP exposure, brands can move beyond directional narratives and uncover stronger, more defensible insights to optimize targeting, sequencing and omnichannel investment. Because when patients and providers arrive at the point of care with aligned awareness, measurement becomes more than reporting — it becomes a roadmap for smarter media decisions and coordinated execution. Learn how Halo Analysis can help identify your highest-impact moments of patient-provider alignment. https://lnkd.in/e6tzzzYd

Healthcare marketers: are we still building engagement strategies for the care team of the past? Today’s care delivery model looks very different than it did even a few years ago. Nurse practitioners (NPs), physician associates (PAs), and broader clinical teams are playing an increasingly central role across the patient journey from diagnosis and treatment education to adherence, follow-up, and long-term care coordination. But too often, marketing strategies still focus narrowly on reach, frequency, and a physician-first audience. In this on-demand panel from the 2026 IQVIA Digital Innovation Summit, leaders across clinical practice, pharma innovation, and media strategy discuss what it really takes to support a strained care team and why relevance, credibility, and workflow-aware engagement matter more than ever. A few key takeaways: -Inclusion of NPs and PAs is just the starting point, not the strategy. Credible disease education can help patients have more productive conversations with clinicians. -Reach only matters when the message is relevant to the clinician’s workflow. -AI and omnichannel tools can’t compensate for a weak engagement model. -True partnership means helping clinicians deliver better care, not just delivering more content. If your team is rethinking how to engage today’s healthcare decision-makers, this conversation is worth watching. Watch the video: https://lnkd.in/epjqwT2h

NPs and PAs are no longer a secondary audience, they're shaping treatment decisions at scale. Today, approximately 40% of prescribing professionals are Nurse Practitioners (NPs) and Physician Associates (PAs), representing more than 800,000 providers responsible for 916M+ annual prescriptions. Yet many life sciences brands still lack the insights needed to effectively understand and engage this influential clinician segment. IQVIA Digital's NP & PA Strategic Solutions combine proprietary data, verified behavioral insights, and trusted peer education to help brands better understand how Advanced Practice Providers think, learn, prescribe, and influence care decisions. Download the fact sheet to learn how IQVIA Digital helps brands unlock growth by prioritizing NPs and PAs: https://lnkd.in/ecpy9TYx

As expectations around patient privacy evolve and the healthcare regulatory environment shifts, measurement strategies can and must keep pace. IQVIA Digital's Andrew Burkus recently joined Tony Ficarrotta of the The NAI and Karinne Smolenyak of Phreesia Network Solutions to dig into what's changing and share ways that brands can adapt. If you missed the conversation, you can now watch the replay of Part 2 of Phreesia’s Future of measurement webinar series here: https://bit.ly/44Dgnt3

Last week in Cannes, IQVIA Digital’s Justin Rosen joined MM+M - Medical Marketing and Media, alongside Scott Ensign from Butler/Till to discuss how measurement is shifting from a retrospective exercise to a core driver of decision-making, real-time optimization, and value creation.   As fragmentation grows and datasets multiply, marketers are under more pressure than ever to move fast and prove impact. This episode dives into what it really takes to measure effectively in today’s complex landscape and why it needs to be integrated into a campaign workflow from the beginning.   Tune in to hear how leading experts are rethinking measurement for what’s next. https://lnkd.in/g5YbRYV6

As therapies reach increasingly narrow populations and healthcare marketing becomes more personalized, legacy measurement approaches are falling short, demanding a shift to privacy-forward models as precise as the medicine itself and essential to sustaining patient trust and brand performance. On June 30th at 11:00 AM ET, join Andrew Burkus, Karinne Smolenyak and Tony Ficarotta in the Future of Measurement Webinar Series, hosted by Phreesia, for a discussion about key issues in privacy and measurement and how to adapt strategies for precision marketing and personalized therapy. Register Here: https://lnkd.in/gZXGk858 #HealthcareMarketing #Measurement #Privacy #AI #PharmaMarketing #PointofCare #DigitalHealth

IQVIA Digital is proud to partner with The Trade Desk, solli, Swoop and CVS Media Exchange (CMX) for the Healthcare in Focus content and Happy Hour event at Cannes Lions. Don’t miss IQVIA Digital CRO Eric Lloyd on the panel, “From Search to Script: How AI is Reshaping the Doctor-Patient Conversation,” exploring how AI is transforming healthcare engagement. Learn more and register: https://lnkd.in/efA4GtTi

Innovation in healthcare means little if patients can’t access it. That was one of the most powerful themes from our Healthcare Horizons panel discussion at the 2026 Summit. From biomarker testing delays and prior authorization hurdles to the realities of underinsurance, care navigation, and unequal access, this conversation explored a critical truth: awareness alone isn’t enough—access is what changes outcomes. A few standout takeaways: 1. The “last mile” of access matters. Even after a therapy is prescribed, too many patients still face barriers that prevent treatment from ever reaching them. 2. Data can help expose the gaps. If we can’t quantify inequities, we can’t meaningfully address them. 3. Digital has a bigger role to play. Brands and partners have an opportunity to deliver credible, personalized, and practical support where patients and clinicians are already seeking information. This wasn’t just a conversation about healthcare innovation. It was a conversation about what it takes to make innovation work for real people. If you’re thinking about the future of patient engagement, equity, and access, watch the full panel discussion here: https://lnkd.in/gZgmYGf9 Marianne Gandee, Faith Mutale, Murray Aitken, Brian Geist and Cristin Liberatore

Partnerships are at their best when they turn complex challenges into more connected, measurable outcomes. Today, we’re proud to share our collaboration with StackAdapt, bringing programmatic activation directly into Media OS—IQVIA Digital’s end-to-end platform built for healthcare marketers. By integrating StackAdapt’s DSP into Media OS, we’re helping brands move beyond fragmented approaches to a more unified model—connecting audience intelligence, activation, optimization, and measurement in a single, healthcare-native workflow. The result is greater visibility, stronger audience fidelity, and more seamless execution across channels. https://lnkd.in/gv4CSTud