IQVIA Digital Consumer Modeled Audiences Named a PM360 Innovator in Marketing Technology
IQVIA Digital is continuously advancing its mission to be healthcare’s best partner in digital marketing and innovation, and a new industry accolade reinforces that momentum. This week, IQVIA Digital Consumer Modeled Audiences was named a PM360 2025 Innovator Award winner in the Marketing Technology/Services category.
Consumer Modeled Audiences are created using IQVIA Digital’s unique synthetic trends methodology so that healthcare marketers can activate and reach high quality consumer audiences across the healthcare journey and various conditions while protecting their data privacy.
Consumer Modeled Audiences was selected from hundreds of submissions, standing out to the PM360 judges for setting a new standard in how data, AI and governance work together to drive powerful, ethical DTC marketing campaigns. All of this year’s winning innovations are currently being celebrated in the PM360 2025 Innovation Issue, which focuses on the most impactful solutions shaping the future of life sciences marketing.
The recognition for Consumer Modeled Audiences comes at a pivotal moment for the industry. As privacy expectations rise and AI-driven risks accelerate, life sciences organizations face increasing pressure to deliver personalization without sacrificing consumer trust or regulatory readiness. IQVIA Digital’s Consumer Modeled Audiences directly addresses this challenge, transforming how health-interested consumers are identified and engaged.
“Being named a PM360 Innovator in Marketing Technology and Services validates that IQVIA Digital is at the forefront of healthcare marketing innovation that supports the direction the industry needs to move in,” said David Reim, Healthcare Data Lead at IQVIA Digital. “As AI becomes increasingly central to healthcare marketing, performance can’t come at the expense of data security or trust. Consumer Modeled Audiences was built to ensure that brands don’t have to choose between precision and responsibility; they can have both, supported by transparency, governance and ethical oversight by design.”
Key innovation features that distinguished Consumer Modeled Audiences to the judges include:
Privacy-by-Design, Predictive Technical Foundation
A privacy-by-design architecture that replaces traditional de-identified data with synthetic trends stood out to the judges. These are mathematically abstracted, non-reversible patterns generated through noise injection, dimensionality reduction and federated learning.
Powered by the IQVIA Synthetic Trends Engine, the approach preserves predictive value while protecting sensitive health information against inversion, linkage and reconstruction threats. Predictive models operate in a true “sight-unseen” environment, which ensures health and consumer data are never combined or exposed.
Governance, Transparency, and Ethical Oversight by Design
The technical foundation is reinforced by AI PrivOps, IQVIA’s continuous governance layer that monitors model drift, fairness and privacy risk. Transparency is built in from the start, supported by public white papers and independent oversight from the IQVIA Digital Ethics Board, modeled after institutional review board (IRB) governance.
PM360 Calls Consumer Modeled Audiences Results “Industry-Changing”
Audience precision improves, operational efficiency accelerates and compliance review cycles shorten thanks to unprecedented clarity and accountability. Overall, Consumer Modeled Audiences excels at enabling brands to deliver personalized, high-performing healthcare campaigns without compromising privacy, trust or regulatory readiness in an AI era.
Explore IQVIA Digital Consumer Modeled Audiences in PM360’s 2025 Innovators Issue and learn how IQVIA Digital is helping brands navigate what’s next in healthcare marketing.
