Successfully Meeting HCPs in a Blue Jeans Moment
February 19, 2026
Through a first-of-its-kind HCP audio campaign, IQVIA Digital, CMI, and iHeart Media delivered 45-second educational messages about oncology medication directly to oncologists, via their favorite podcasts. Using IQVIA’s advanced identity graph and iHeartMedia’s platform, we achieved something never done before: deterministic physician-level reporting from audio. The results? A 98.57% listen-through rate, surpassing benchmarks, and data on 6,000 unique HCPs, transforming audio from a passive channel into a precision tool for education and engagement.
