OptimizeRx Introduces Tool to Embed Brand Savings Offers into Prescribing Workflow

For all the work pharma marketers do to raise awareness of and ensure accessibility to their branded products, there’s often still a disconnect between prescriptions for and actual patient adherence to a medication. 

A new offering from OptimizeRx aims to close that gap. CopayCue, launched Tuesday, automatically generates information about brand savings programs in real time as it detects that a clinician intends to prescribe a specific medication. 

The tool slots into existing e-prescribing workflows, where it displays applicable savings offers when a prescriber searches for a therapy. From there, the savings information can be automatically attached to a prescription so the pharmacy has it readily available, too. 

OptimizeRx suggested in this week’s announcement that the new solution could help to chip away at medication adherence issues in the U.S., where sizable numbers of patients report not taking drugs as prescribed or filling prescriptions at all due to cost barriers—an occurrence that’s reportedly estimated to cost the U.S. health system hundreds of billions of dollars per year. 

The company said CopayCue may boost brand sentiment, conversion, savings program utilization and overall accessibility, noting that the tool has proven to increase prescription lift by 4-5% compared to EHR banners. 

solli’s Final Thoughts 

Pharma media and marketing strategies often lay the groundwork for brand awareness, affordability and promotion right up until a patient and doctor meet up in an exam room, after which messaging may drop off, right at critical decision-making moments. 

But solutions like OptimizeRx’s prove that the exam room doesn’t have to be a “black box.” New technologies that integrate with EHRs and other e-prescribing platforms allow brands to continue making the case for their products at crucial prescribing moments, ensuring that doctors, patients and pharmacists alike are aware of resources available to support medication usage and access and, ideally, giving HCPs a final push from intent to initiation. 

In another boon for pharma media specifically, such technologies may generate valuable provider-level data on prescribing habits and clinical intent—given, of course, that they operate within necessary privacy and compliance guardrails.