A leading pharma brand sought to validate the ROI of point-of-care media combined with digital outreach for insulin treatment campaigns. IQVIA applied a test-and-control methodology using prescription claims, allowing measurement of incremental new patient lift. Results showed exposure to both digital and in-pharmacy tactics produced a 150% lift in new patients versus control. This demonstrated the real-world value of point-of-care strategies, optimized cross-channel spend, and improved campaign planning. The analysis proved the importance of measuring and refining DTC engagement mid-flight for stronger outcomes.

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