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Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
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EMEA Thought Leadership
Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
Learn more -
Middle East & Africa
EMEA Thought Leadership
Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
Learn more
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Blog
Transforming Oncology Referrals with Smarter Physician Engagement: A Case Study from Johns Hopkins Medicine
May 05, 2025
Reaching busy physicians at the right moments is crucial for effective marketing communication and enhancing patient care. Johns Hopkins Medicine faced this challenge head-on, aiming to establish long-term referring relationships with physicians across various service lines, including their Proton Therapy Center. Their innovative approach, leveraging IQVIA's Audience Identity Manager® XR (AIM XR), has yielded impressive results.
The Challenge: Engaging Physicians Effectively
Physicians are often inundated with information, making it difficult to capture their attention at the right time. Johns Hopkins Medicine needed a strategy that would not only reach physicians but also engage them meaningfully, particularly when they were actively researching treatment options for their patients. This timing is critical, as it significantly impacts referral decisions.
The Solution: Leveraging IQVIA’s AIM XR for Precision Targeting
Johns Hopkins Medicine used IQVIA’s Audience Identity Manager® XR (AIM XR) to generate referrals by targeting physicians during their research process with customized email campaigns. These campaigns, triggered by web research activity and IQVIA ecosystem data, delivered focused education precisely when needed. Four campaign arms targeted breast, CNS, prostate, and thoracic cancer, with three emails per arm.
Key Results: Driving Referrals and Achieving High ROI
The results of this campaign were outstanding. Johns Hopkins Medicine observed 31 physicians making referrals to their proton therapy treatment specialties during the campaign period. 28 net new physicians referred patients to proton therapy services after receiving the triggered emails. This precise targeting and sustained engagement led to a remarkable return on investment (ROI) of 22:1.
Transforming Healthcare Marketing
The success of this campaign highlights the value of personalized, timely communications in influencing physician decision-making. AIM XR's patented tagging methodology and behavioral triggers enabled Johns Hopkins Medicine to connect with physicians at critical moments, driving both referrals and revenue. This approach offers a scalable framework for hospitals and health systems aiming to enhance HCP engagement.
Download the Case Study for More In-Depth Information
To learn more about how Johns Hopkins Medicine transformed their oncology referrals with smarter physician engagement, download the full case study. Discover the detailed strategies and insights that led to their success and explore how AIM XR can help your organization achieve similar results.