Case Study

Omnichannel HCP Marketing Delivers 10.5% Script Lift and 7.4:1 ROI

Client

Oral Chemotherapy

Key Results

Plus 10.5% Absolute NRx Lift among exposed HCPs

The challenge

Challenge

A pharmaceutical company sought to drive awareness and adoption of an oral chemotherapy drug specifically designed for 3rd/4th line treatment of metastatic colorectal (mCRC), gastric, or GEJ cancers. The primary objective was to quantify the incremental lift in prescribing behavior among healthcare professionals (HCPs) who were exposed to the EHR campaign.

The campaign sought to reach HCPs at the point-of-care and within their social networks.

The solution

AI-Powered Precision Targeting

Leveraged AI, machine learning, and predictive analytics to identify key HCPs and patients. Generated weekly prioritized HCP lists based on factors such as identifying patients at the point of disease progression requiring additional treatments within an HCP's patient panel, and incorporating behavioral data from HCPs who showed script impact after EHR messaging exposure. Ensured the right message reached the right HCPs by predicting patient brand eligibility and upcoming prescribing opportunities, thereby significantly reducing wasted media spend.

Omnichannel and Workflow-Native Engagement

Delivered contextual messages directly in-EHR workflows and across digital channels, including social media, during active clinical decision-making. Leveraged OptimizeRx's extensive proprietary network of over 300 EHR systems, reaching over 600K verified U.S. prescribers, to provide unparalleled visibility and scale at the moment of patient care. Utilized omnichannel coordination to connect marketing efforts, enabling the synchronization of EHR, social, and programmatic media buys to create "surround sound" for important HCPs and increase reach.

Real-Time Optimization and Actionable Insights

DAAP's audience prioritization is refreshed every two weeks and generates weekly NPI lists, ensuring outreach remained aligned with care delivery. Workflow-native messaging increased attention and trust by delivering information directly within the HCP's clinical workflow, specifically the patient chart and prescribing settings, making it actionable. The weekly AI-generated HCP lists could inform all media buys and sales planning, not just EHR engagement, strengthening sales enablement by giving reps intelligent lists aligned with marketing.

The results

Results

A Pharmaceutical Company partnered with OptimizeRx to achieve a 10.5% Script Lift and 236 New Prescriptions for an Oral Chemotherapy, demonstrating a 7.4:1 ROI. The campaign ran throughout 2025 and is slated to continue based on positive results.

Key results

Absolute NRx Lift among exposed HCPs

Additional new prescriptions generated (Total Incremental NRx)

236

total incremental prescriptions (TRx)

519

new-to-brand prescribers engaged

459

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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