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White Paper: The Marketer's Role in Earlier Disease Intervention

When accurate diagnoses and treatments are delayed, patients pay the price—clinically, financially, and emotionally. While it’s not a panacea for all the challenges patients face, this white paper explores how life science marketers can be part of the solution through smarter HCP and DTC marketing strategies.

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White Paper: The Marketer's Role in Earlier Disease Intervention

When accurate diagnoses and treatments are delayed, patients pay the price—clinically, financially, and emotionally. While it’s not a panacea for all the challenges patients face, this white paper explores how life science marketers can be part of the solution through smarter HCP and DTC marketing strategies.

Download the White Paper
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Case Study

OptimizeRx Financial Messaging Drives Copay Card Program Adoption for Specialty Therapy 

Challenge

A leading pharmaceutical company sought to ensure eligible patients initiated therapy and improve first-fill rates for a new or access-sensitive specialty brand. The market presented significant challenges, as patients often struggled with medication affordability, leading to low utilization of existing assistance programs. Specifically for this specialty brand, the goal was to address high out-of-pocket costs and/or formulary or access challenges that could hinder patient access and adherence. A precise strategy was required to deliver financial reassurance and streamline access to support programs at critical decision points for healthcare professionals (HCPs).
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High Out-of-Pocket Costs Hindered Patient Access

Solution

The OptimizeRx Financial Messaging Solution

 

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PLD-Targeted Financial Messaging

  • Delivering Prescriber-Level Data (PLD) targeted financial messages to the right prescribers.
  • Providing copay-access specific information directly within the prescribing process.
  • Aiming to raise awareness of patient support and reinforce prescribing decisions.
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In-Workflow EHR Integration

  •  Leveraged a robust network of Electronic Health Records (EHRs) and ePrescribing partners. 
  • Delivered targeted, brand-specific cost and coverage support information directly within HCPs' clinical workflows.
  • Ensured messages were delivered in real-time, supporting prescribing behavior at the point of care.
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Pharmacy Integration & Patient Support

  • Appended copay information directly to the prescription. 
  •  Sent this information to the pharmacy alongside the prescription. 
  • Aimed to make pharmacists aware of copay availability at the point of purchase, intending to reduce abandonment or generic switching.
 

Results

The OptimizeRx Financial Messaging campaign, active from February to April 2025, delivered significant positive outcomes. It successfully drove new patient acquisition into the copay program and demonstrated superior quality of engagement and more efficient conversion to new starts among exposed HCPs.

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Key Outcomes

9.6% Copay Penetration Rate among new users for exposed HCPs.

4.4x Higher Effectiveness for exposed HCPs at initiating new patients into the copay program compared to their non-exposed peers. 

99% New Patients among the 139 copay card users identified from exposed HCPs.