Via CMI Media Group
|
CMI agency relationship · Direct AZ contact established
EQ5-1213 · EQ5-1259
PIA Approved
|
Privacy Impact Assessment accepted by AstraZeneca Privacy team · Equals 5 pilot cleared to proceed
Audrey Simon · Sr. Manager, Hematology HCP Digital
Active Client · Oncology · 2025–2026
AstraZeneca
Equals 5 · NPI-Matched HCP Social Media · CLL / MCL / NSCLC
Relationship Since
2025
Active Client
Active Programs
2
Calquence · Tagrisso
Therapeutic Areas
Oncology
CLL / MCL / NSCLC
NPI Match Rate
90%++
Deterministic · 16,780 HCPs
Executive Snapshot
AstraZeneca Calquence Pilot · In Flight May 2026
May 7, 2026
Equals 5 is the HCP social targeting platform AstraZeneca is piloting for Calquence — reaching verified hematologists on Facebook, Instagram, and LinkedIn by NPI number with physician-level performance reporting.
125,258
Impressions Delivered
EQ5-1213 · 27.8% of booked · Via CMI
EQ5-1213 · 27.8% of booked · Via CMI
10,594
Verified HCPs Reached
63% of target list · Through April
63% of target list · Through April
86%
NPI Match Rate
16,780 hematologists & oncologists
16,780 hematologists & oncologists
0.15%
Campaign CTR
vs. 0.10% industry benchmark
vs. 0.10% industry benchmark
What Equals 5 Does
AstraZeneca provides an NPI target list. Equals 5 matches each NPI through our proprietary Personi 5™ datagraph (2.2M HCPs) and activates physician-targeted ads on Meta (Facebook/Instagram) and LinkedIn. Every impression and click is reported back at the NPI level — so AstraZeneca sees exactly which hematologists engaged with the Calquence AMPLIFY data creative, on which channel, and how many times. No modeled audiences. No guesswork.
Why It Matters for Calquence
BTK inhibitors are a crowded field — ibrutinib and zanubrutinib are actively promoting to the same hematologists. Reaching those prescribers with AMPLIFY trial data on the platforms where they spend time outside the clinic (social media, not just journals) is the gap this pilot fills. With 10,594 verified hematologists already reached and months remaining in the flight, the pilot demonstrates that Calquence's NPI list can be activated at scale on social with physician-level precision.
Campaign Delivery Progress · EQ5-1213
Mar 11 – Jul 31, 2026
125,258 impressions delivered of 450,000 booked (27.8%)
Meta active · LinkedIn approval in progress · On pace for Jul 31
Privacy Cleared · PIA-17967
AstraZeneca Privacy completed a formal Privacy Impact Assessment (PIA-17967) of the Equals 5 platform. The PIA was accepted in March 2026. Equals 5's data model — tokenized NPI matching, no raw PII leaving the platform, NPI-level-only reporting back to AZ — was reviewed and approved. All compliance documentation (NDA, MSSA, DUA, SAQ) is on file.
Deterministic vs. Probabilistic Match
CMI is AstraZeneca's AOR and routes HCP social programs to Equals 5 because the NPI datagraph cannot be replicated with standard platform tools. Native Meta targeting relies on probabilistic matching at ~50–60% accuracy. Equals 5 delivers 86% deterministic matching for AZ — the same hematologists AstraZeneca already works with, verified at the physician level.
Two Active Programs
Calquence · CLL/MCL · EQ5-1213
In Flight
Tagrisso · NSCLC · EQ5-1259
Active
Both via CMI Media Group · LinkedIn + Meta
Recommended Next Steps
Activate LinkedIn (ad approval in progress) — unlocks 150K booked impressions
Expand to TikTok for Calquence — 15–20% incremental hematologist reach
Direct AZ brand team program for 2H 2026 — Calquence renewal + Imfinzi / Lynparza / Enhertu
Active Programs
Calquence
Chronic Lymphocytic Leukemia (CLL) / Mantle Cell Lymphoma (MCL)
Tagrisso
EGFR-mutated Non-Small Cell Lung Cancer (NSCLC)
Audience & NPI Match
Match Rate
86%
Deterministic NPI
HCP Universe
16,780
Hem/Onc + Pulm
HCPs Reached
10,594
63% of target list
Scope
National
US NPI registry
HCP Segment Breakdown
| Specialty | Brand Relevance | Coverage | Match Model |
|---|---|---|---|
| Hematology / Blood Cancer | Calquence (CLL/MCL) | Primary | Deterministic NPI |
| Medical Oncology | Calquence · Tagrisso | High | Deterministic NPI |
| Thoracic Oncology | Tagrisso (NSCLC) | Primary | Deterministic NPI |
| Pulmonology | Tagrisso (NSCLC) | Secondary | Deterministic NPI |
| Transplant / BMT | CLL overlap (Calquence) | Secondary | Deterministic NPI |
Updated NPI list submission from AZ/CMI will unlock full audience analysis with exact match rate, specialty composition, and estimated reach by channel.
Channels
Meta (Facebook & Instagram)
Primary delivery channel · Calquence
Active
NPI-Matched
LinkedIn
Pending ad approval · Calquence
Approval In Progress
150K Impressions Booked
Audience Activation (DSP)
Tagrisso data delivery · Client-activated
Active
Data Rights Retained
TikTok
Growth opportunity · Calquence HCP reach
Proposed
Add-on Opportunity
Delivery
125,258 Impressions
of 450,000 booked
CTR Performance
0.15%
1.5× industry benchmark
LinkedIn Potential
150K Impressions
Pending approval
Measurement & Reporting
Campaign Metrics · Calquence EQ5-1213 · Through April 2026
| Metric | Value | Benchmark | Status |
|---|---|---|---|
| Total Impressions Delivered | 125,258 | 450,000 booked | 27.8% complete |
| HCPs Reached | 10,594 | 16,780 target list | 63% reached |
| NPI Match Rate | 86% | 50–60% (probabilistic) | Exceeds benchmark |
| Campaign CTR | 0.15% | 0.10% industry avg | +50% vs benchmark |
| Meta Channel | Active | Facebook + Instagram | On Pace |
| LinkedIn Channel | Pending | 150K impressions booked | Approval In Progress |
| Reporting Level | NPI-Level | Physician-level attribution | Full Transparency |
| PIA Status | Approved · PIA-17967 | AZ Privacy team review | Cleared Mar 2026 |
Pipeline & Expansion
Lynparza HCP Social Media Pilot
Ovarian / Breast / Prostate Cancer · BRCA-mutated · EQ5-1152
Lost pilot from April 2025. Strong candidate for re-engagement using Calquence performance proof points — 86% NPI match rate, 0.15% CTR, and PIA approval demonstrates EQ5's ability to deliver at physician-level for AZ's oncology portfolio. With the Calquence program demonstrating measurable results, a Lynparza case for 2H 2026 or 2027 planning cycle is well-positioned.
Lost — Revisit
Use Calquence performance data in next outreach
Calquence Renewal + Direct AZ Program 2H 2026
CLL / MCL · Direct AZ brand team · Cross-brand expansion
TBD
4-month Calquence program ends Jul 31, 2026. Begin renewal conversation with Audrey Simon and CMI in May–June. Goal: transition to a direct AZ brand team relationship in addition to CMI, and expand to Imfinzi, Lynparza, or Enhertu programs for 2H 2026.
Active Opportunity
Activate LinkedIn first → use delivery data to make renewal case
Timeline
Program & Relationship Timeline
2025
AstraZeneca Enters EQ5 via CMI
CMI Media Group brings AZ as an EQ5 account. Initial Calquence and Lynparza conversations begin.
Apr
Lynparza Pilot · EQ5-1152
Initial Lynparza social pilot not awarded. Revisit candidate once Calquence results available.
Oct
Calquence 4-Month Program · EQ5-1213
CMI/AZ awards Calquence social media targeting & PLD program. 4-month flight via Meta + LinkedIn.
Jan
Tagrisso Audience Activation · EQ5-1259
Tagrisso NSCLC audience activation — Jan 2026.
Mar
PIA Approved · Calquence Campaign Launches
AZ Privacy team approves PIA-17967. Calquence Meta campaign activates Mar 11, 2026. LinkedIn ad approval in progress.
Now
May 2026 — 10,594 HCPs Reached · LinkedIn Approval Pending
125,258 of 450,000 impressions delivered (27.8%). 63% of target list reached. LinkedIn activation unlocks 150K additional impressions.
Jul
Jul 31, 2026 — Campaign End · Renewal Conversation
Calquence program concludes. Begin renewal discussions and direct AZ brand team expansion — Imfinzi, Lynparza, Enhertu for 2H 2026.
Your EQ5 Team
AZ Direct Contact
Email
audrey.simon@astrazeneca.com
Mobile
(419) 367-7525
Brand Focus
Calquence (primary)
PIA Status
Approved · Mar 2026
Account Details
Client
AstraZeneca
Agency (AOR)
CMI Media Group
Status
Active Client
Pipeline Stage
Monitoring / Reporting
Active Programs
Calquence · Tagrisso
Therapeutic Focus
Oncology (CLL · MCL · NSCLC)
Pipedrive Org ID
#26
Portal Stage
Stage 3 of 3