IQM Introduces Integrated Care Team Messaging

IQM Advertising Corporation has launched Integrated Care Team Messaging, a capability that enables healthcare advertisers to engage not only physicians but also nurses – particularly non-NPI-identified nurses – who play a significant role in patient education and care coordination. 

Developed in collaboration with Data360, the tool leverages the Nurse Identity Database to provide deterministic mapping of 5.4 million registered nurses to affiliated healthcare providers. The use of IQM’s Nurse Mapping capability is intended to give marketers a more accurate view of the entire care team across specialties and settings. 

Why it may matter 

• Broader clinical targeting
  The new product seeks to include nurses—a group that often spends more time with patients during the care journey—in campaign strategies that traditionally focus on physician engagement. 

• Data-driven outreach
  With a nurse database that includes license and digital identity data, and deterministic provider linkage, the platform aims to reduce targeting gaps and enhance campaign reach. 

• Care team context
  IQM’s marketing messaging states that engaging with the full care team may allow healthcare brands to support education, adherence, and messaging consistency across clinical settings. 

Observations for pharma media teams 

• Inclusive targeting strategies
  As campaigns evolve to account for team-based care influence, including nurses may extend the impact of awareness and adherence messaging. 

• Compliance considerations
  Brand teams should assess how nurse-targeted communication aligns with privacy and promotional regulations – especially when messages resemble HCP-targeted assets. 

• Measurement implications
  Expanding beyond NPI-level targeting may require refinements in attribution and performance tracking to evaluate engagement across care team roles. 

Questions from solli 

• How should pharma media planners adjust segmentation to incorporate nurses- and what role might they play in omnichannel strategies? 

• Where does nurse-focused messaging overlap with physician-focused content, and how should creatives be adapted? 

• What performance metrics should be applied to measure engagement when targeting care team members rather than just prescribing clinicians? 

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