Medscape: IQVIA API Integration into Registration

Written By Wes - Andrew Sutandar
 
 

Improved registration completion rates by 2% and user profiles by 10 % by incorporating the IQVIA API to validate users and streamlining the registration

The How
By integrating the IQVIA API into our registration flow, we were able to cross-reference user input with the Healthcare Practitioner (HCP) database. This allowed us to instantly verify qualified healthcare professionals, streamline their experience by reducing required form fields, and accelerate the registration process.

My Contributions

  • Alignment: Collaborated with international counterparts to ensure cross-regional alignment and shared objectives.

  • Development: Oversaw the API integration and led User Acceptance Testing (UAT).

  • Delivery: Defined user stories and product requirements while managing the full product lifecycle from conception to launch.

Context
Medscape’s business model relies on the number of verified healthcare professionals (HCPs) visiting the platform. However, verification was a manual process handled by the Business Intelligence (BI) team and took 5–10 business days post-registration. A user account is only considered complete and marketable once registration is fully submitted—spanning two separate form pages.

Problem
Only 80% of users completed the first registration page, leaving 20% with incomplete accounts. These users could not be contacted or monetized, impacting our growth and data quality.

Opportunity
We identified IQVIA as a reliable source for healthcare professional data. While HCP credentials are publicly accessible, few APIs enable real-time validation. By automating verification with IQVIA, we could improve completion rates, accelerate monetization, and reduce manual work for our BI team.

Action
We redesigned the registration process by shifting key fields from the second page to the first and integrating the IQVIA API. When a user enters their information, it’s instantly cross-referenced with the IQVIA database. If verified, the user skips the second page entirely, completing registration in a single step.

Results

  • Decreased incomplete registration rate by 2%

  • Increased verified HCP data completeness by 10%

  • Verified of 26% of registered users as healthcare practitioners

  • Freed up BI team resources for higher-impact initiatives

 
Wes - Andrew Sutandar
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