Case Study

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

Client

Chronic Care Therapy

Key Results

4% Script Lift and 16K Incremental Prescriptions

The challenge

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?

Quantify incremental prescribing lift and behavioral impact from targeted EHR engagement

The solution

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.

The results

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 results

Absolute Lift in prescribing behavior among exposed HCPs vs. control, despite overall market decline.

4.07%

Incremental New Prescriptions generated by exposed HCPs vs. expectations from control.

16,073

New writers engaged, expanding the active prescriber base.

1,138

New Writers began with ≤5 administrations.

86.80%

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%

Healthcare marketing is evolving.

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