Health System Targeting for HCPs
Extend Your HCP Reach with an Institutional Surround-Sound Approach
Optimized For Outcomes
Health System Targeting (HST) extends HCP engagement beyond individual EHR screens and into the broader health system environment. OptimizeRx helps brands reach prescribers, care teams, and institutional stakeholders during “white coat” moments across the clinical day, filling the gap between point-of-care messaging and broader digital media.
This surround-sound approach helps reinforce awareness and education with the audiences who influence treatment decisions, care pathways, and institutional behavior. By engaging providers and decision-makers across the health system, brands can create a more complete presence within the environments where care is delivered.
Activation & Capabilities
Comprehensive Care Team Reach
Deliver outside-workflow advertising that reaches not only targeted prescribers but also critical administrative support staff (e.g., Pharmacy & Therapeutics ( P&T), Medical Executives, Committees) who may not have EHR access but are just as important to the decision-making process.
Programmatic Web Delivery
Messages are deployed through programmatic channels on OptimizeRx's site list, securely anchored to health system locations to ensure education is presented during critical "white coat" moments.
Flexible Targeting Options
Clients can provide either a Health System List to reach personas at and around the facility, or a National Provider Identifier (NPI) List to reach specific NPIs alongside broader facility personas.
Keyword Intent & Retargeting
Client-provided keyword lists can be applied to infer intent and utilize site pixels to enable retargeting capabilities.
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Dayparted Delivery
Prioritized programmatic ad delivery ensures your message reaches audiences during working hours when they are actively in the health system.
Healthcare marketing is evolving.
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POC/EHR
OptimizeRx delivers brand content directly into the clinical workflow OptimizeRx delivers brand content directly into the clinical workflow
CopayCue
OptimizeRx delivers targeted, brand-specific copay cost and coverage directly into the prescribing workflow
Refill Alerts
Surface Timely, Brand-Specific refill reminders directly within the EHR workflow
Social
Extend your brand's reach into the daily digital environments where HCPs actually spend their time
Programmatic
Engage HCPs in "blue jean" vs. "white coat" moments across digital channels with deterministic precision
Online Video
Engage HCPs in "blue jean" vs. "white coat" moments with high-impact video beyond the point of care
The questions we get from teams marketing to patients.
These answers cover how we help brands find the right people, earlier and without guesswork or risk.
No, HST extends your reach well beyond targeted prescribers to engage the comprehensive care team. This includes critical administrative support staff and decision-makers (such as Pharmacy & Therapeutics (P&T), Medical Executives, and Committees) who may not have direct EHR access but are equally important for a unified sales strategy.
We utilize a combination of geo-based logic securely anchored to health system locations and time-based dayparting. This prioritized programmatic delivery ensures your message reaches the right audience during their working hours, capturing their attention during critical “white coat” moments.
No, you have flexible targeting options. You can provide a specific NPI List to reach target prescribers alongside broader facility personas, or you can simply provide a Health System List to cast a wider net and reach relevant personas in and around the targeted facilities.
HST acts as the perfect complement to EHR Messaging. While EHR Messaging engages NPIs at the most granular level while they are actively in-workflow, HST provides an "institutional surround-sound" effect by reaching the broader care team outside the workflow. Adding HST to EHR activation is a highly effective way to maximize your brand's overall footprint.
We provide transparent, multi-level reporting for all campaigns. You will receive standard reporting that includes impressions and clicks broken down byhealth system. If your campaign utilizes an NPI target list, we also provide monthly NPI-level Physician-Level Data (PLD) reporting for the specific prescribers reached at the health system