Higher Frequency for Higher Impact: How Increased EHR Media Exposure Relates to Prescribing Behavior
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Life science marketers and their media agencies must strike a delicate balance between maximizing reach and optimizing spend while minimizing the potential for creating ad fatigue among viewers. Traditional programmatic ad strategies usually cap frequency at 1 to 2 ad impressions per day per physician, which helps avoid overspending and helps prevent physician ad fatigue. However, new data reveals that ads delivered via providers’ electronic health record (EHR) software benefit from a different approach. Using the EHR, highly targeted messaging can be delivered at the point of care, directly into providers’ electronic clinical workflow—where clinicians spend an average of 6 hours daily. By presenting highly targeted ads with high visibility, in a non-abrasive manner, media can be delivered with increased frequency, which has been shown to correlate with a higher rate of prescriptions written by providers.1
This paper summarizes current knowledge on optimizing digital health media campaign performance and presents an analysis of integrating highly targeted messaging into the clinical workflow using EHR software. Analysis was conducted using data from actual ad campaigns targeting providers using EHR software that included Veradigm Digital Health Media. Researchers assessed the impact of increased ad exposure and frequency by analyzing media campaign performance for 4 unique, widely prescribed medications, each with a different therapeutic target. Each campaign employed unique criteria for message delivery. However, despite the broad range of drug classes and campaign designs, the data consistently revealed that providers exposed to messaging via EHR media were significantly more likely to prescribe the corresponding medication. The data also demonstrated that greater exposure frequency was correlated with greater magnitudes of change in providers’ prescribing behavior.2
References:
- The Practice Fusion EHR displays advertisements in an iframe window that is separate and distinguishable from the clinical and practice management workflow within the EHR. No biopharma or device advertisements appear during the prescribing workflow consistent with applicable law.
- Veradigm data on file, April 2025.