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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

Patient-Centric Pharma Marketing Delivers 44% Script Lift and Broader Prescriber Reach for a Rare Sleep Disorder Therapy

Challenge

A leading biopharmaceutical company sought to increase awareness and prescribing activity for a treatment addressing cataplexy and excessive daytime sleepiness (EDS) in patients with narcolepsy and idiopathic hypersomnia. Despite clinical differentiation, many physicians were unaware of the therapy’s dual indication and dosing updates.

The brand’s goal was to identify and engage healthcare providers managing patients with hypersomnia-related symptoms—particularly neurologists and pulmonologists—at the precise moments of care when treatment decisions occur. To succeed, the brand needed to drive prescribing behavior and new-writer activation in a specialized and underdiagnosed market, and measure the exact impact of EHR-integrated messaging.
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Quantify incremental prescribing lift and prescriber activation among neurologists and pulmonologists exposed to EHR-based messaging. 

Solution

The OptimizeRx Dynamic Audience Activation Platform (DAAP)

 

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AI-Powered Predictive Targeting

  •  Leveraged DAAP’s machine learning models and real-world data to identify HCPs treating patients with idiopathic hypersomnia or narcolepsy-like symptoms.

  • Prioritized specialists (neurology, pulmonary) and selected primary care physicians most likely to diagnose or manage these patients.

  • Matched exposed HCPs to a control cohort based on specialty, geography, and baseline writing patterns to isolate true campaign impact.

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Workflow-Native EHR Engagement

  • Delivered clinically relevant, brand-approved messages directly within EHR workflows—during diagnosis, evaluation, or treatment initiation.

  • Reinforced key differentiators, including indication expansion, dosing guidance, and patient management benefits. 

  • Ensured brand presence at the exact point of clinical decision-making to drive awareness and prescribing confidence. 

 

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Measurement & Optimization

  • Applied a rigorous test-control methodology to measure absolute lift in prescribing activity and identify incremental NRx and new-writer impact. 

  • Measured early campaign results using a 6-month pre-period and 30-day post-period for accurate trend comparison.

  • Delivered actionable insights to refine targeting, focus on high-performing specialties, and sustain engagement across phases.   
 

Results

The EHR campaign successfully increased HCP prescribing behavior and expanded the active prescriber base. Exposed HCPs demonstrated a 44% absolute lift in prescribing activity compared to control. The program also generated 131 incremental new prescriptions and activated 98 new writers, most in neurology and pulmonary specialties. 

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Key Outcomes


  • +43.6% Absolute Lift in prescribing activity among exposed HCPs vs. control. 
  • 131 Incremental New Prescriptions (NRx) driven by the campaign. 
  • 98 New Writers added to the brand’s prescriber base. 
  • Neurologists (71%) were the largest contributors to incremental volume. 
  • Pulmonologists (20%) represented a meaningful secondary driver of adoption.