What Matters Next for Pharma Marketing: Find IQVIA Digital at Fierce Pharma Week
Expectations for healthcare marketers have never been higher. They are expected to create more relevant experiences for patients and healthcare professionals, keep pace with changing channels and AI capabilities and demonstrate that their investments are making a difference. Yet fragmented signals, audiences and measurement approaches can make it difficult to identify what is truly working and what to do next.
IQVIA Digital’s Fierce Pharma Week program brings together three connected conversations: identifying the signals that matter most; raising the standards for measurement; and preparing for a continuously evolving and increasingly complex healthcare ecosystem.
From signal to action
In his keynote “The Signal Economy and the Race to Know What Matters Next,” Andrew Burkus, Head of Thought Leadership at IQVIA Digital, examines why commercial advantage increasingly depends on recognizing meaningful signals before they become obvious to everyone else.
As data volumes grow and AI makes information more accessible, the challenge is distinguishing the signals that reveal emerging opportunities and changing behaviors from the background noise and acting on them with confidence.
PRIORITY IN PRACTICE: In a pharmaceutical brand’s Meta awareness campaign, adding IQVIA Digital’s AIM XR HCP behavioral audience increased HCP reach by approximately 22% while reducing spend by approximately 58% and CPM by approximately 62%, compared with the prior campaign approach.
Date and location: Tuesday September 15, 9:55–10:20 a.m., Terrace Ballroom I
Raising the standard for measurement
Justin Rosen, Head of Measurement Product at IQVIA Digital, brings a critical question to “The Measurement Reckoning: Why More Data Isn't Creating More Confidence.”
Healthcare marketers have more measurement tools and data sources than ever before, yet many continue to struggle with a fundamental question: How confident are we that we truly understand the impact of our investments on business outcomes? As customer engagement becomes increasingly fragmented and commercial decisions carry greater consequences, the cost of "good enough" measurement continues to rise.
This roundtable, featuring authoritative voices from Netflix, Bristol Myers Squibb, AstraZeneca, and Omnicom Media Health, explores why leading organizations are embedding measurement throughout planning, activation, and optimization rather than treating it as a retrospective reporting exercise.
When the connection between media activity and real-world action is unclear, teams can end up optimizing toward proxy metrics rather than impact.
The discussion considers how marketers can establish a more rigorous measurement foundation that both informs decisions and provides a credible view of impact.
PRIORITY IN PRACTICE: A digital messaging campaign developed with Prevent Cancer Foundation and Phreesia delivered timely, personalized messages during doctor check-ins and drove a 12% increase in breast cancer screenings—showing the value of measuring meaningful real-world action.
Date and location: Wednesday September 16, 9:25–9:50 a.m., Terrace Ballroom IV
Preparing for a changing information environment
Kit Burkus, Director of Business Development-Measurement at IQVIA Digital joins OpenEvidence and Genentech for “How AI Is Empowering Clinical Decision-Making Earlier in the Patient Care Journey.” The discussion explores how real-time clinical intent signals and contextual query targeting can help deliver timely, vetted clinical information to clinicians that may be missed by traditional NPI-based targeting.
This panel reflects an important opportunity for pharma teams: extending education to the broader care team at the time of decision-making, helping support more confident treatment decisions earlier in the patient journey.
PRIORITY IN PRACTICE: IQVIA Digital’s research into the rural care journey shows that nurse practitioners (NPs) and physician associates (PAs) make up 38% of rural providers and write approximately half of rural prescriptions. Physician- centric strategies risk missing these clinicians who often serve as the front door to diagnosis, treatment initiation and adherence.
Date and location: Wednesday September 16, 4:05–4:30 p.m., Terrace Ballroom II
Together, IQVIA Digital’s Fierce Pharma Week discussions reflect a broader shift in healthcare marketing: success increasingly depends on connecting high-quality data, responsible AI and modern measurement to create engagement that is more useful to patients and healthcare professionals.
IQVIA Digital at Fierce Pharma Week
| Speaker Sessions | |||
| Tuesday, September 15 9:55–10:20 a.m. |
The Signal Economy and the Race to Know What Matters Next | Andrew Burkus, Head of Thought Leadership, IQVIA Digital | Terrace Ballroom I |
| Wednesday, September 16 9:25–9:50 a.m. |
The Measurement Reckoning and the Hidden Cost of “Good Enough” |
Justin Rosen, Head of Measurement Product, IQVIA Digital, with Netflix, AstraZeneca, Bristol Myers Squib, and Omnicom Media Health |
Terrace Ballroom IV |
| Wednesday, September 16 4:05–4:30 p.m. |
How AI Is Empowering Clinical Decision-Making Earlier in the Patient Care Journey | Kit Burkus, Director of Business Development- Measurement, IQVIA Digital, with OpenEvidence and Genentech | Terrace Ballroom II |
Meet us
Meet us At Fierce Pharma Week, meet with the IQVIA Digital team at Booth 901 to discuss the questions shaping your brand or client plans, including:
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How can we identify the signals and audiences that matter sooner?
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How can we extend relevant engagement across patients and the broader care team?
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How can we measure the real-world impact of our marketing investment?
CLICK HERE to schedule time with the IQVIA Digital team to explore the opportunities most relevant to your organization.
