The Healthcare Marketing Tech Company OptimizeRx Is Going Programmatic

OptimizeRx, a software subscription service for healthcare providers, has taken a significant step into the world of programmatic advertising with a new partnership with The Trade Desk, AdExchanger reported. The company's inventory is all within healthcare providers' electronic health records (EHRs), specifically within the doctor's log-in portal at the point of care.

OptimizeRx's advertisers to date are all pharma brands, and the company has earned marketing revenue from pharmaceutical brands offering financial incentives to choose their drug. However, programmatic units pose more concerns, such as ensuring ads are not placed alongside actual patient data.

The company is taking a conservative approach to programmatic, with ad creatives being vetted to ensure they are relevant and not misleading to doctors. OptimizeRx's targeting is based on a unique medical identifier assigned to every prescribing doctor, called a National Provider Identifier (NPI).

Unlike web or CTV targeting, every advertiser on OptimizeRx knows exactly who is seeing the ad, and the identifier is persistent for the doctor's career. The partnership with The Trade Desk also opens the door to new types of advertisers outside of the prescription base, such as skincare product companies.

OptimizeRx's ad business has been largely tied to prescription drug brands, but the company sees potential for growth in the programmatic arena. The partnership with The Trade Desk is expected to provide new revenue opportunities for OptimizeRx, according to AdExchanger.

The company's approach to programmatic is focused on providing relevant and targeted ads to healthcare providers, while also ensuring the privacy and security of patient data. With the partnership with The Trade Desk, OptimizeRx is well-positioned to expand its programmatic advertising capabilities and increase its revenue prospects.