PARTNER INTERVIEW: IQVIA
Measurement Everywhere: Why Continuous Measurement Is Becoming the Foundation of Modern Pharma Marketing
In this Partner Interview, sponsored by IQVIA Digital, Rich Springham speaks with Justin Rosen, Head of Measurement Product at IQVIA Digital, about why measurement needs to become an ongoing part of pharma marketing strategy, informing planning, optimisation and decision-making throughout the campaign lifecycle.
As media environments become increasingly fragmented and data-rich, the conversation explores the challenges of connecting channels, datasets and teams to build a more unified view of performance. Justin discusses the importance of high-quality data, identity and cross-channel measurement, as well as connecting upper and lower funnel metrics to understand longer-term impact.
With AI and automation accelerating access to insights, measurement can increasingly help marketers understand not only what worked, but why it worked and what to do next. The discussion highlights why embedding measurement across teams and workflows will be critical to more informed, continuous marketing decisions.
