Relevate, Flora Connect Omnichannel Signals With In-EHR Messaging

Relevate Health and Flora Health have introduced a jointly developed capability that uses previous brand interactions to inform messaging within electronic health record (EHR) workflows.

Available exclusively through Relevate, it combines the company’s ELE Decision Engine and HCP engagement intelligence with Flora’s clinical workflow delivery. The aim is to connect engagement across channels with information delivered during treatment decisions.

Approved business rules assess diagnosis, drug and procedure codes inside the EHR to determine message eligibility. According to the announcement, the process does not require patient-identifiable information to be extracted, stored or transmitted to pharmaceutical manufacturers.

“What matters most is timing, context, and relevance at the point of clinical decision,” said George Karyotakis, SVP, strategic solutions, in the release.

Karyotakis said brands using precision messaging had seen prescription lift approaching twice that of general National Provider Identifier (NPI) targeting. The announcement did not provide supporting study details.

The launch follows the companies’ September introduction of a formulary capability designed to surface regularly refreshed drug coverage information within EHR workflows. That offering aimed to help clinicians consider potential access barriers while selecting treatment, bringing coverage information into the prescribing conversation earlier.

solli’s Final Thoughts

For pharma marketers, this points to a practical planning question: what should an EHR message help a clinician do? Clear answers should shape both the creative and the measures of success.

More specific targeting has limited value if the resulting content adds little to the consultation. The strongest case for investment will pair credible evidence of incremental impact with information clinicians can use, delivered without adding friction to their work.

Read the full news piece HERE