Case Study

AI in HCP Engagement: Driving Smarter Specialist Referrals

Client

Rare Pediatric Treatment

Key Results

23x Higher Overall Referral Rate

The challenge

Challenge

A leading pharmaceutical company sought to increase awareness and referrals for its newly approved treatment for a rare pediatric genetic disorder. The primary goal was to educate healthcare providers (HCPs), particularly general pediatricians, about the treatment and encourage them to refer eligible patients to specialists such as pediatric endocrinologists and geneticists for further evaluation and potential therapy. In the context of a crowded and complex rare disease landscape, the company faced the challenge of precisely targeting the most relevant HCPs, delivering timely and impactful educational content at the point of care, and effectively measuring the resulting impact on referral patterns.

23x higher overall referral rate among exposed HCPs compared to the control group.

The solution

Predictive Targeting

Utilized AI-powered Dynamic Audience Activation Platform (DAAP) with real-world data and machine learning to accurately identify HCPs treating patients likely to be eligible for the treatment.

Targeting was based on crucial factors like patient age, diagnosis, and prescribing history to ensure precision.

Workflow-Integrated Messaging

Delivered relevant educational content directly within HCPs' electronic health record (EHR) workflows. Ensured information was readily accessible to HCPs at the critical point of clinical decision-making.

Referral Tracking & Performance Measurement

Implemented a robust system to monitor referrals to pediatric endocrinologists and geneticists. Applied specific business rules to isolate new referrals directly driven by the campaign. Employed a test-control methodology and provided monthly reporting for transparent insight into the campaign's impact on referral volumes, specialty engagement, and time to specialist consultation.

The results

Results

The EHR-integrated campaign demonstrated a significant positive impact on specialist referral behavior, especially for pediatric endocrinologists. The campaign's influence on referral patterns became increasingly evident over time, effectively reinforcing specialist engagement and improving access to specialty care for patients with rare diseases.

Key results

Higher Overall Referral Rate in the test group compared to the control group.

23x

Increase in Pediatric Endocrinology Referrals in the test group versus the control group.

110x

Increase in Pediatric Genetics Referrals in the test group

~6x

Results that speak for themselves.

From rare disease to mass markets, our clients move faster, waste less, and turn coordinated marketing into measurable script lift.

Data Driven Decision-Making Drove 10:1 Return on TV Ad Spend

Learn how data-driven decision making in pharma delivered a 10:1 ROI on TV ad spend through precise targeting and omnichannel engagement.

The ad ranked in the top 25% for impressions per new prescriptions (NRx) generated.

25%

Return on Advertising Spend (ROAS) Digital Display

10:1

Audience segments ranked in the top one-third for impressions per NRx generated.

3/4

AI-Powered EHR Messaging Drives Significant Referrals for Rare Disease Treatment Referral

Discover how AI in HCP engagement improved rare disease referrals by delivering timely, EHR-based education to pediatricians and specialists.

Higher Overall Referral Rate in the test group compared to the control group.

23x

Increase in Pediatric Endocrinology Referrals in the test group versus the control group.

110x

Increase in Pediatric Genetics Referrals in the test group

~6x

Improving Audience Quality for CTV with Clinical Connected Datasets

See how OptimizeRx drove ROI in pharma CTV advertising by using clinical data and Micro-Neighborhood® targeting to improve audience quality.

OptimizeRx targeting had the best performance of all partners in both audience quality and cost per diagnosed patient

Our Micro-Neighborhood® targeting platform produced higher audience quality than the national benchmark

Higher audience quality rate than the next performing partner

60%

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