Butler/Till Unlocks Double-Digit Script Lift
With PulsePoint’s Exclusive EHR Access
EHR MARKETING IS AN ESSENTIAL CHANNEL FOR PHARMACEUTICAL BRANDS
looking to reach healthcare providers within their clinical workflow. HCPs spend nearly two hours on EHR tasks for every hour of direct patient care, making these platforms a uniquely high-value environment for advertising and education.
Despite this opportunity, most EHR advertising has historically been executed through direct IO buys which can be limiting.
Programmatic technology has changed the game by bringing the same data-driven infrastructure that powers digital advertising into the EHR environment allowing for capabilities not available through legacy vendors such as larger match rates, greater actualized reach, real-time NPI reporting, and transparency.
By leveraging EHR via PulsePoint, the team was able to maintain scale and data-driven targeting while gaining greater flexibility, real-time optimization, and enhanced transparency – ultimately driving more effective target list reach and improved script lift.
PulsePoint leveraged its first-party authenticated HCP data foundation paired with its exclusive programmatic integration with Flora Health to activate the pharma brand’s HCP target list across hospital and health system EHR inventory at scale.
This approach unlocked programmatic access to more than
delivering real-time NPI-level reporting, full transparency, and the flexibility to optimize mid-campaign.
In just seven months, on a limited budget Butler/Till drove meaningful, statistically significant script lift across key KPIs (vs. control), demonstrating the efficiency and scalability of programmatic EHR activation. The campaign delivered measurable impact for the pharma brand across total script lift and new patient starts:
THIS CAMPAIGN DEMONSTRATES THAT PROGRAMMATIC EHR IS NO LONGER A NICHE OR EXPERIMENTAL CHANNEL.
It’s scalable, measurable, and a high-impact component of an omnichannel strategy.
By prioritizing audience-first activation and leveraging real-time optimization, brands ensure consistent engagement with HCPs across endemic, programmatic, and point-of-care environments.
TESTIMONIAL
In-house programmatic access within the EHR space has fundamentally changed both the level of access and how we engage healthcare providers at the point of care. Our partnership with PulsePoint highlights how quickly the channel has evolved – unlocking a level of precision, scale, measurement, and transparency that wasn’t possible even a year ago. By leveraging these capabilities, we were able to drive meaningful script lift while reinforcing the critical role EHR can play in delivering measurable impact for pharma brands.
– Michelle Roe, Associate Director, Publisher Direct, Butler/Till
The ability to activate across EHR platforms through a single programmatic approach with PulsePoint gave us greater flexibility as strategic planners to prioritize the audience over the environment. By expanding reach to HCPs regardless of where they practice and which platform they have access to, we could more effectively integrate and optimize EHR within our omnichannel strategies.
– Rachel Mancuso, Director, Integrated Planning, Butler/Till
Contact PulsePoint today to learn more.
