OptimizeRx Corporation (OptimizeRx) is a digital healthcare technology company.
The company conducts its operations through its wholly owned subsidiaries, Healthy Offers, Inc. (d/b/a Medicx Health or Medicx Health), a Nevada corporation, and CareSpeak Communications, d.o.o., a controlled foreign corporation incorporated in Croatia.
OptimizeRx helps life science organizations engage and support their customers through its combined HCP and DTC marketing strategies. Over time, the demand for diff...
OptimizeRx Corporation (OptimizeRx) is a digital healthcare technology company.
The company conducts its operations through its wholly owned subsidiaries, Healthy Offers, Inc. (d/b/a Medicx Health or Medicx Health), a Nevada corporation, and CareSpeak Communications, d.o.o., a controlled foreign corporation incorporated in Croatia.
OptimizeRx helps life science organizations engage and support their customers through its combined HCP and DTC marketing strategies. Over time, the demand for different types of communication and marketing solutions among life sciences organizations, healthcare professionals (HCPs), and patients led the company to expand upon its initial solution to increase the variety of health-related information it delivers, as well as the platforms, technology, and audiences through, and to which it delivers.
By combining artificial intelligence (AI)-driven tools with its original financial messaging solution, the company progressively enhanced its original financial messaging solution. The company's current AI-enabled Dynamic Audience Activation Platform (DAAP) not only identifies precise HCP audiences but also estimates which HCPs will see brand-eligible patients, and when such brand-eligible patients will be seen.
After acquiring Healthy Offers, Inc. (d/b/a Medicx or Medicx Health) in 2023, the company expanded its capabilities to include direct-to-consumer (DTC) marketing using its patent-protected Micro-Neighborhood Targeting (MNT) solution. MNT uses de-identified claims data to target not individual patients, but geographies in which eligible patients live, to better target audiences for brand manufacturers—a privacy-centric approach to audience creation. With the integration of DTC marketing, the company's life sciences brand customers can now access its omnichannel network to reach both HCP and patient audiences. Today, the company offers diverse tech-enabled marketing solutions using sophisticated machine-learning algorithms to find the best audience in the correct channels at the right time.
Customers are able to execute traditional marketing campaigns on the company’s proprietary digital point-of-care network, as well as DTC marketing campaigns that optimize audiences in real time to increase the value of treatment information for HCPs and patients. Connecting over two million U.S. healthcare providers and millions of their patients through an intelligent technology platform embedded within a proprietary omnichannel network, OptimizeRx helps life sciences organizations engage and support their customers.
Business Strategy
The company’s growth and transformation, many of its business priorities will remain the same, such as continuing to focus on customer centricity and delight, operational excellence, disciplined execution, developing stronger relationships with its valued business partners, and expanding its unique value proposition with its top-tier pharma customers. However, going forward, a core aspect of the company's new value creation strategy will be to drive towards being recognized as a Rule of 40 company within the next several years, such that its combined annual revenue growth rate and EBITDA margin are 40% or higher.
Principal Solutions
The company offers clear, actionable solutions to the challenges faced by its customers, and its combined HCP and DTC marketing strategies are designed to ensure the company’s customers’ brands are positioned at the right moment and with the right message, always prioritizing the end result: successful brand engagement to reach both HCPs and patients, ultimately resulting in improved patient care.
The company’s principal solutions can be summarized as follows:
Audience Development: DAAP and MNT
Dynamic Audience Activation Platform (DAAP) generates dynamic audiences with predictive analytics via machine learning methods. This identifies which potentially qualified patients and which HCPs to actively engage based on the patient’s care journey and disease progression. These dynamic audiences provide the company’s manufacturing customers with relevant and timely targets, generating a higher likelihood of impact.
Micro-Neighborhood Targeting (MNT) creates consumer audiences using a privacy-first process. MNT looks for all patients expressing brand eligibility signals (covering more than 90% of the U.S. population), then scores over 35 million 9-digit zip codes based on the concentration of those signals to create a prioritized, yet de-identified audience. Geographies are automatically refreshed and prioritized regularly for maximum marketing relevance and precision. The company’s clients may then activate these audiences through programmatic Demand-Side Platforms (DSPs).
Audience Profiling: Profiler
The company's audience profiling solution, Profiler, provides insights into its customers’ target consumers, identifying the most cost-effective and engaging channels, partners, and strategies for its customers. Audience profiling enables clients to maximize marketing dollars, focusing on channels their targets are most likely to be consuming, and more specifically focusing on the media partners within those channels. This is critical for upfront planning as well as periodic analysis to ensure efficient use of marketing budgets.
Audience Activation and Media Execution
The company’s primary media offering is banner messaging delivered to HCPs. Banner messages include brand messaging, therapeutic support messaging, affordability messaging, HUB awareness, limited distribution drug information, and patient support program messaging. The company can deliver these in a number of ways via its HCP omnichannel network (EHR systems and eRx platforms), programmatic social media, and programmatic display.
With the acquisition of Medicx, the company's omnichannel solutions expanded further to offer media execution solutions to consumer audiences. To reach consumer audiences—brand-eligible patients—the company delivers messages via its consumer omnichannel network, including through programmatic display, programmatic connected television (CTV)/over-the-top (OTT), programmatic social media, addressable television (ATV), digital out-of-home (OOH), programmatic audio (podcasts, apps, radio), and email/direct mail.
Pharmacy Alerts
Pharmacy Alerts improves the existing workflow for prescribing HCPs by informing them in real time about which pharmacies are able to fill a patient’s prescription. Currently, HCPs typically see a list of pharmacies near their patients, sorted by proximity, without regard to whether each pharmacy carries the medication or is permitted to fill it (in case of a limited distribution drug). Pharmacy Alerts flags pharmacies that have the medication in stock and are able to fill the prescriptions, resulting in less frustration and added work for prescribing physicians, pharmacies and patients and less waiting time to get essential medications to the patients.
Financial Messaging
Financial Messaging provides prescribers visibility to branded copay offers for patients directly within their EHR systems and eRx platforms. It allows prescribers to print or digitally send copay offer details to the dispensing pharmacy. The company’s solution addresses the fact that many healthcare systems and prescribers are looking for an easier, more effective way to increase affordable access to their prescribed branded medications.
Sales and Marketing
The go-to-market strategy for the business aligns sales and marketing efforts while keeping customer engagement at the core. Engaging customers early, providing value throughout their journey, and nurturing long-term relationships drive sustainable growth and retention. The company’s sales and marketing teams include over 25 individuals focused on awareness, adoption and expansion of data and technology solutions designed to address the digital engagement needs of life sciences brands and their agency partners.
DAAP, the company's patent-pending patient-centric omnichannel engagement platform, combines artificial intelligence (AI) and human intelligence (HI) to determine the optimal time to engage patients and physicians. The company synchronizes HCP and DTC marketing across the programmatic and point-of-care channels to increase brand conversions, streamline therapy starts, and build stronger brand relationships. The company's sales and marketing teams work closely together to cultivate customer relationships. The company uses a number of methods to market and promote its solutions, including digital advertising, industry events, trade shows, conferences, media coverage, social media, and email.
Technology
The company's proprietary technology platform enables it to curate privacy-safe DTC audiences, dynamic HCP and DTC audiences, and effectively manage digital media campaigns for its advertiser clients (agencies, and manufacturer/brands) across its channel partner network. The platform consists of a unified data intelligence technology stack, multiple cloud-based data warehouses, and in-house applications and application programming interface layers. Collectively, this platform enables it with a collaborative environment for data engineering, data science, and machine learning, an efficient method to curate privacy-safe DTC audiences, and a scalable means to manage both point-of-care media campaigns and the supply-side inventory request volume. For the management of point-of-care media campaigns, the platform integrates advanced features of a Supply-Side Platform (SSP), allowing the company to provide seamless access to an expansive range of point-of-care inventory via its strategic partnerships. As an SSP, the platform enables the company to manage and optimize its point-of-care network’s ad inventory, maximizing their revenue. The company’s technology is built on a scalable and secure architecture that supports high-performance data processing, real-time decisioning, and integration with third-party data providers.
Intellectual Property
As of December 31, 2024, the company held five patents and two pending patent applications, including foreign counterpart patents and foreign applications. For the United States, patents may last 20 years from the date of the patent’s filing, subject to term adjustments made by the patent office.
In addition, the company owns registered trademarks in the United States and other countries. As of December 31, 2024, OPTIMIZERx, OPTIMIZEMD, CareSpeak, DIETWATCH, Innovate4Outcomes, SPRx, SPx, RMDY, Specialty Express, TELAREP, Medicx, Micro-Neighborhood, and Geomedical Targeting are the company's registered trademarks.
History
OptimizeRx Corporation was founded in 2006.
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