IQVIA and CMI Media Group measured real-world ROI of a psoriasis campaign across CTV and social media using IQVIA’s Media Operating System. From May to December 2021, results showed 38 new dermatologists prescribing and 1,015 new patients starting treatment. CTV drove 811 prescriptions, while social generated 2,749 prescriptions and 132 new patient starts. Net measurement revealed significant lift: 40% more new patients, 25% more new prescriptions, and 13% more total prescriptions versus unexposed groups. Weekly, privacy-optimized data enabled in-flight optimizations, proving the value of cross-channel healthcare marketing.

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