Connect With Rebound
We welcome new opportunities with IQVIA to create compelling product positioning and messaging, build greater market awareness, and fuel customer demand – from strategy to execution.
CASE STUDY
Spotlight on SEM Optimization for
IQVIA’s Patient Suite Products
Situation
IQVIA’s Patient Suite team partnered with Rebound to assess and improve the performance of their Google Ads Search Engine Marketing (SEM) campaigns across three key products: eCOA, IRT and eConsent. The primary objective was to evaluate the viability of Google Ads as a strategic marketing channel, improve SEM ROI, and support lead generation and product launches.
Initial goals
- Increasing Conversions.
- Improving cost-efficiency of key performance metrics.
- Supporting awareness for new product launches.
A comprehensive SEM audit conducted by Rebound uncovered major campaign-level challenges affecting performance and reliability of data.
Solution
Rebound conducted a detailed audit followed by a strategic campaign overhaul led by Kateryna Lee. The solution focused on precision targeting, data reliability and long-term SEM efficiency:
Keyword strategy overhaul
- Replaced broad match with phrase/exact match keywords to improve targeting.
- Introduced niche, low-volume ad groups that aligned better with buyer intent.
Search term management
- Implemented weekly (then monthly) search term reviews.
- Added negative keywords consistently to block irrelevant traffic (e.g., job seekers, clinical trial participants).
Data integrity restoration
- Cleaned up historical account noise by filtering out irrelevant conversions.
- Built new, reliable data to improve optimization signals.
Manual control and compliance
- Disabled auto-apply Google Ads features to regain control over bidding, asset creation and budget distribution.
- Reviewed and submitted creatives through IQVIA’s internal approval process.
Regulatory risk reduction
- Removed ambiguous language that could trigger false flags (e.g., clinical trial recruitment concerns).
- Regularly appealed and revised flagged ads to ensure proper delivery.
Impact
eCOA
- 172% increase in conversions (from 7 to 19 form submissions).
- 62% decrease in cost per conversion (from $3,714 to $1,436).
- 57% increase in impressions.
- 12% increase in clicks.
- 6% decrease in CPC.
- Ranked #1 in impression share.
IRT
- 13% increase in impressions.
- 4% increase in clicks.
- 20% decrease in CPC.
- Ranked #1 in impression share.
eConsent
- 65% increase in impressions.
- 11% increase in clicks.
- 5% decrease in CPC.
What’s next?
Due to increased efficiency and unspent budget, Rebound is continuing SEM support in 2H 2025 with:
- New Patient Suite and Connected Devices campaigns.
- Continued optimization and scaling of eCOA, IRT and
eConsent campaigns. - Evaluation of other campaigns within Digital Products
and Solutions.
About Kateryna Lee
Kateryna Lee specializes in paid media strategy and SEM performance optimization in regulated industries. Her rigorous approach to data integrity, platform governance and strategic targeting drives consistent improvements in conversion metrics and ROI for complex life sciences campaigns.
Copyright © 2025 Rebound
