DeepIntent to Integrate OptimizeRx’s Inventory

DeepIntent will be the first healthcare DSP to integrate OptimizeRx’s authenticated EHR network, expanding programmatic access to point-of-care inventory for life sciences marketers from Q3 2026. 

The collaboration brings together DeepIntent’s healthcare-focused DSP with OptimizeRx’s proprietary EHR network, enabling pharmaceutical brands and agencies to activate advertising directly within HCP workflows using familiar programmatic tools.

This move responds to increased demand for measurable, privacy-safe engagement strategies amid shifting privacy standards and signal loss across open web channels. 

DeepIntent’s established DSP already supports point-of-care and omnichannel campaigns, offering targeting, optimisation, and measurement designed for healthcare. Through this integration, marketers can reach providers closer to clinical decision moments and align campaign activation with real-world care pathways. “Our integration with DeepIntent makes validated EHR inventory easier to activate within a platform our clients already trust and value,” said Steve Silvestro, Chief Executive Officer at OptimizeRx. “As we expand programmatic access to our authenticated EHR network, our focus is helping more brands deliver measurable point of care engagement.” 

The partnership aims to provide scalable, privacy-compliant advertising solutions tied to clinical workflows, enabling omnichannel campaigns to extend into point-of-care environments. Marketers can expect greater flexibility and control through programmatic buying, with access set to launch in Q3 2026. 

OptimizeRx is pursuing a broader strategy of expanding programmatic access to its authenticated EHR network through select DSP partnerships, aiming to make clinically aligned point-of-care media increasingly accessible in modern healthcare advertising workflows. 

Details around specific inventory types, scale of reach, or further DSP integrations remain unspecified. However, both companies position the integration as a response to evolving privacy expectations and the need for deterministic HCP engagement at scale. 

DeepIntent’s integration represents the first step in OptimizeRx’s plan to open its EHR inventory to wider programmatic demand-side platforms, with availability on DeepIntent’s platform expected later this year. 

solli’s Final Thoughts 

The integration of authenticated EHR inventory into DSP platforms signals an inflection point for point-of-care media. As privacy standards rise and deterministic targeting becomes harder on the open web, pharma marketers and agencies are prioritising access to clinically relevant environments with measurable outcomes.  

This partnership pushes programmatic capabilities deeper into clinical workflows, blurring the lines between traditional digital media and point-of-care. Agencies and media teams should monitor how scalable, privacy-safe EHR inventory shapes campaign strategies and drives HCP engagement at decision-making moments.