OptimizeRx’s Dynamic Audience Activation Platform
Reaching HCPs at Treatment-critical Points
OptimizeRx’s Dynamic Audience Activation Platform (DAAP) is an AI-driven platform that integrates de-identified real-world data (RWD) and historical physician-level engagement data to efficiently and impactfully reach +2MM physicians across the OptimizeRx Network, which is comprised of EHR and other clinical care delivery platforms, social media, and display channels. This platform enhancement for OptimizeRx was launched network-wide in late summer of 2023.
The platform synthesizes all its patient data for each brand, and physician-level data (PLD) for that provider’s previous EHR campaigns, to determine the ideal timing and channel to reach each physician. The DAAP platform leverages AI to drive strategy on channel placement and allows pharma brands to optimize every single message that they are sending to a physician. Messages are concentrated during the highest impact time periods, and message waste during low-impact times is minimized.
For example, one successful application of AI on the DAAP platform was for a rare disease brand with hard-to-find patients and a large, but imprecise original NPI target list. The model learned, with high precision, what a patient with worsening symptoms would look like and it uses that information to understand the best moment to message a physician about treatment options. For this program, the brand communications delivered to HCPs included EHR messaging, social media, and web display. Results to-date for the EHR messaging include: 16% of exposed HCPs wrote brand prescriptions during the engagement period and a 19% script lift/HCP for HCPs found via patient-first AI targeting, versus 3% attributed to conventional (static NPI list) targeting.
