OptimizeRx Demonstrates Measurable Script Lift for a Major Depressive Disorder Brand Targeting Physicians of Hard-to-Reach Patients

Rhea-AI Summary

OptimizeRx has announced impressive results from an internal marketing study comparing their AI-guided Dynamic Audience Activation Platform (DAAP) to traditional trigger-based marketing for a Major Depressive Disorder (MDD) therapy. The study revealed that DAAP:

- Identified nearly 3 times more brand-eligible patients per HCP per month
- Delivered 33% higher script lift per HCP per month
- Produced a 75% increase in ROI

These results were achieved in just 3 months, compared to the 6-month trigger-based campaign. The study demonstrates DAAP's superior effectiveness in reaching complex-to-diagnose-and-treat audiences, challenging the status quo of pharma marketing.

Positive

• DAAP identified 144% more brand-eligible patients per HCP per month compared to trigger-based approach
• DAAP delivered 33% higher script lift per HCP per month
• DAAP produced a 75% increase in ROI (7:1 vs 4:1)
• DAAP achieved superior results in half the time (3 months vs 6 months) of the trigger-based approach
• The outreach program powered by DAAP is ongoing due to positive results

Negative

• None.

Financial Analyst

OptimizeRx's recent marketing study demonstrates a significant improvement in their predictive marketing technology, the Dynamic Audience Activation Platform (DAAP), over traditional trigger-based approaches. From a financial perspective, this suggests an enhanced value proposition for both current and potential clients. A nearly 300% increase in brand-eligible patients and a 33% higher script lift per healthcare professional (HCP) per month indicates that OptimizeRx's technology can substantially boost marketing effectiveness. This not only makes their services more attractive but can also potentially drive higher revenues and profitability for the company. Furthermore, the 175% return on investment (ROI) highlighted in the study underscores the efficiency of DAAP, making it a compelling choice for life sciences brands. In the short term, this announcement could lead to increased interest and engagement from new clients, while in the long term, it sets a high benchmark for marketing technology in the healthcare industry, potentially leading to sustained revenue growth for OptimizeRx.

Medical Research Analyst

The results reported by OptimizeRx for their DAAP in aiding Major Depressive Disorder (MDD) campaigns are quite promising. Traditionally, trigger-based marketing has been the go-to strategy in healthcare for its ability to deliver messages based on specific clinical attributes. However, the ability of DAAP to identify nearly three times more brand-eligible patients and increase script lift by 33% showcases a significant advancement in predictive analytics for medical marketing. Such tools can revolutionize how pharmaceutical companies approach their target audiences, especially for conditions like MDD that are complex to diagnose and treat. This shift to more precise and efficient targeting can lead to better patient outcomes and improved treatment adherence, further cementing OptimizeRx's role in enhancing healthcare communication strategies.

The Company’s AI-guided predictive targeting platform delivered three times the return in half the time of the traditional trigger-based program

WALTHAM, Mass., July 15, 2024 (GLOBE NEWSWIRE) -- OptimizeRx Corp. (the “Company”) (Nasdaq: OPRX), a leading provider of healthcare technology solutions helping life sciences companies reach and engage healthcare professionals (HCPs) and patients, today announced the results of an internal marketing study demonstrating that the Company’s predictive marketing technology, the Dynamic Audience Activation Platform (DAAP), can deliver superior program results for life sciences brands looking to reach and engage audiences that are complex to diagnose and treat.

As routine diligence, OptimizeRx monitors performance of all client programs with which we are engaged so we can study outcomes and better understand performance impact on our clients’ ability to measure return on marketing investment (ROI). In this instance, the study focused on a Major Depressive Disorder (MDD) therapy where a predictive targeting marketing campaign delivered nearly three times as many patients than the more traditional trigger-based marketing campaign.

The client executed two distinct programs in the marketing campaigns, using different targeting methodologies, on the OptimizeRx point-of-care network comprised of over 300 electronic health record (EHR), ePrescribing, telehealth, and practice management contributors. In the first program, the targeting methodology was trigger-based which is considered the current gold standard in point-of-care messaging. Messages were delivered based on specific clinical attributes, such as an ICD-10 code, found within the patient chart of a native electronic medical record (EMR). This program launched in late 2023 and ran for six months.

After the 6-month trigger-based program was completed, the brand elected to launch an additional engagement program leveraging DAAP for the same MDD therapy. AI-guided predictive marketing technology was added to the brand campaign to further enhance the timing of messaging and identify the appropriate audience composition for engaging HCPs with patients who could benefit most from the MDD therapy. After just 3-months of the new campaign, an early results comparison revealed significant advantages of a predictive marketing approach for this hard-to-reach audience compared to the traditional trigger-based model:

• Enhanced Audience Quality: DAAP identified nearly three times more brand-eligible patients per HCP per month compared to the trigger-based approach
  
• Increased script Lift: DAAP delivered 33% higher script lift per HCP per month
  
• Improvement in ROI: DAAP produced an increase in incremental revenue for the client, demonstrating a strong return on marketing investment
  

Data Overview

Metric	Trigger-Based Approach (6 months results)	DAAP (3 months results)	Increase with DAAP
Avg. Brand-Eligible Patients per HCP/Month	9	22	144%
Incremental Scripts per HCP/Month	6	8	33%
Return-on-Investment	4:1	7:1	75%

“While trigger-based marketing can be effective for many therapies, our predictive marketing technology identified a meaningfully greater number of brand-eligible patients for our client,” commented Steve Silvestro, President of OptimizeRx. “This further substantiates the Company’s strategy to deliver more effective marketing campaigns for our clients via our patent-pending technology. We are seeing solid results with large brands looking to find more brand eligible patients as well as highly niche audiences that have been very costly for pharma to engage in the past.”

“While the results of the initial trigger-based marketing campaign were considered a success by the client, and we’ve seen similar results on these types of campaigns going back to 2016,” continued Silvestro, “DAAP showed an impactful improvement in targeting effectiveness and efficiency that raised the bar on return expectations, challenging the status quo of pharma marketing.”

The results of this DAAP campaign represent significant growth potential in script impact and overall campaign scale, driving higher effectiveness than the original trigger-based approach. Given the positive results observed in this study, the outreach program powered by DAAP is ongoing.

About OptimizeRx

OptimizeRx provides trailblazing technology that fosters care-focused engagement between life sciences organizations, healthcare providers, and patients at critical junctures throughout the healthcare journey. With the ability to synchronize messaging across 2 million healthcare providers and over 240 million adults across a multitude of digital channels including a proprietary point-of-care network, OptimizeRx is changing the way life sciences engages with customers.

For more information, follow the Company on Twitter, LinkedIn or visit www.optimizerx.com.

Important Cautions Regarding Forward-Looking Statements

This press release contains forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. Words such as “anticipates”, “believes”, “estimates”, “expects”, “forecasts”, “intends”, “plans”, “projects”, “targets”, “designed”, “could”, “may”, “should”, “will” or other similar words and expressions are intended to identify these forward-looking statements. All statements that reflect the Company’s expectations, assumptions, projections, beliefs or opinions about the future, other than statements of historical fact, are forward-looking statements, including, without limitation, statements relating to the Company’s growth, business plans, and future performance. These forward-looking statements are based on the Company’s current expectations and assumptions regarding the Company’s business, the economy, and other future conditions. The Company disclaims any intention or obligation to publicly update or revise any forward-looking statements, whether because of new information, future events, or otherwise, except as required by applicable law. Forward-looking statements are inherently subject to risks and uncertainties, some of which cannot be predicted, or quantified. Future events and actual results could differ materially from those set forth in, contemplated by, or underlying the forward-looking statements. The risks and uncertainties to which forward-looking statements are subject include, but are not limited to, the effect of government regulation, competition, and other risks summarized in the Company’s Annual Report on Form 10-K for the fiscal year ended December 31, 2023, its subsequent Quarterly Reports on Form 10-Q, and its other filings with the Securities and Exchange Commission.

OptimizeRx Contact:
Andy D’Silva, SVP Corporate Finance
adsilva@optimizerx.com

Investor Relations Contact
Ashley Robinson
LifeSci Advisors, LLC
arr@lifesciadvisors.com

FAQ

What is OptimizeRx's Dynamic Audience Activation Platform (DAAP)?

DAAP is OptimizeRx's AI-guided predictive marketing technology designed to enhance the timing of messaging and identify appropriate audience composition for engaging healthcare professionals with patients who could benefit most from specific therapies.

How did DAAP perform compared to traditional trigger-based marketing for the MDD therapy campaign?

DAAP outperformed traditional trigger-based marketing by identifying nearly three times more brand-eligible patients per HCP per month, delivering 33% higher script lift per HCP per month, and producing a 75% increase in ROI.

What was the duration of the DAAP campaign compared to the trigger-based campaign for OPRX?

The DAAP campaign achieved superior results in just 3 months, while the trigger-based campaign ran for 6 months.

What is the potential impact of DAAP's performance on OptimizeRx (OPRX) and its clients?

DAAP's performance represents significant growth potential in script impact and overall campaign scale for OPRX and its clients, driving higher effectiveness and challenging the status quo of pharma marketing.