First-Ever HCP-Targeted Campaign on Pinterest
July 29, 2025
CMI Media Group, IQVIA Digital, and Pinterest made history with the first-ever HCP-targeted campaign on Pinterest—delivering timely RSV education to providers in a high-impact, underutilized channel. With a 55% audience match and minimal creative lift, the team reached HCPs during their downtime using privacy-safe, high-quality data.
The campaign quickly became the top driver of traffic to the client’s site among all social platforms, delivering a 29% higher click-through rate than category benchmarks and accounting for 40% of total site visits. Launched in just one month, the initiative proved that non-endemic channels—when fueled by the right data and strategy—can dramatically expand reach, deepen engagement, and drive measurable impact.
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