Chronic Care Therapy Gains 4% Script Lift from EHR Patient Engagement

Challenge

A leading pharmaceutical company needed to maintain prescribing momentum for its chronic care therapy used to prevent serious cardiovascular and thrombotic events, despite increasing competition and plateauing marketing demand.

The brand’s objective was to support HCP decision-making at critical moments of care — specifically around diagnosis, stroke prevention, and clot management — and to confirm that in-workflow messaging could drive measurable prescribing behavior. To do this, the brand needed to not only increase total prescription volume, but also activate new prescribers in primary care and internal medicine. The core question: would targeted, point-of-care education in the EHR change HCP behavior in a crowded and declining market?

Solution

The OptimizeRx Dynamic Audience Activation Platform (DAAP)

AI-Powered HCP Targeting

Used AI and real-world behavioral data to identify high-value HCPs managing patients at risk for clot- and stroke-related events in settings like Internal Medicine, Family Medicine, and primary care.
Matched exposed HCPs to a control group using specialty, geography, and baseline writing behavior to isolate true campaign impact.
Optimized outreach toward prescribers most likely to initiate therapy — not just heavy historical writers.

Workflow-Native EHR Messaging

Delivered contextual, clinically relevant messaging directly within the EHR workflow during diagnosis, evaluation, and prescribing.
Reinforced appropriate treatment decisions during point-of-care tasks like starting therapy or managing long-term anticoagulation risk.
Drove awareness and confidence in the brand while HCPs were actively treating patients — not after the visit.

Actionable Measurement & Attribution

Used a pre-period / post-period methodology (6-month baseline vs. 30-day post exposure) to quantify changes in prescribing behavior driven by the campaign.
Applied test vs. control comparisons to calculate absolute lift, incremental prescriptions, and new-writer activation attributable to campaign exposure.
Identified which specialties were most responsive, informing future optimization and sales alignment.

Results

The EHR campaign delivered measurable business impact in a challenging, declining market. Exposed HCPs showed a 4.07% absolute lift in prescribing behavior relative to matched controls, while also generating more than 16,000 incremental new prescriptions. The program activated 1,100+ new writers — most of whom began prescribing at early volumes — establishing a broad base of new adopters and creating momentum for continued growth.

Key Outcomes

4.07% Absolute Lift in prescribing behavior among exposed HCPs vs. control, despite overall market decline.
16,073 Incremental New Prescriptions generated by exposed HCPs vs. expectations from control.
1,138 new writers engaged, expanding the active prescriber base.
86.8% of New Writers began with ≤5 administrations.

Case Study