OptimizeRx, a leading provider of healthcare technology solutions helping life sciences companies reach and engage healthcare professionals (HCPs) and patients, and Lamar Advertising Company, one of the largest out-of-home (OOH) advertising companies in North America, announced a strategic partnership to revolutionize OOH advertising for pharmaceutical and healthcare brands. Through this collaboration, OptimizeRx’s patented Micro-Neighborhood® Targeting (MNT) data is integrated with Lamar’s national inventory to support clinically relevant OOH campaigns in the United States. This effort aligns with the increasing interest from healthcare marketers in applying data-driven approaches alongside conventional media strategies.
Transforming OOH Through Clinical Precision
Through this partnership, Lamar has mapped its comprehensive advertising inventory at the ZIP+4 level to correspond with OptimizeRx’s MNT data, a patented approach to reaching consumers based on disease prevalence within a micro-neighborhood. Combining OptimizeRx’s and Lamar’s capabilities enables pharmaceutical and healthcare brands to reach clinically relevant patient populations at the right place and time, making OOH advertising a strategic component of omnichannel marketing strategies.
“Healthcare marketers have long recognized the value of out-of-home advertising’s broad reach, but they’ve needed better targeting and measurement capabilities to justify strategic investment,” said Steve Silvestro, CEO of OptimizeRx. “Our partnership with Lamar changes the game by using real-world clinical data to reach relevant consumers through outdoor advertising. This allows pharmaceutical brands to inform their most relevant potential patients in a privacy-compliant way. At the same time, it maintains the broad impact that makes out-of-home a cost-effective complement to other marketing channels.”
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“This partnership marks an important change in how healthcare brands can use out-of-home advertising,” said Sean Reilly, CEO of Lamar Advertising Company. “By combining our nationwide inventory with OptimizeRx’s clinical targeting, we enable healthcare marketers to take a data-driven approach to media planning. They can prioritize spend based on the health attributes of the surrounding population, while still benefiting from the broad reach and impact that makes out-of-home so effective.”
Industry Impact and Future Outlook
This partnership positions OOH advertising as a strategic solution for life sciences brands seeking alternatives to increasingly competitive digital channels. As pharmaceutical companies leverage advanced data analytics to create personalized marketing experiences in 2025, the OptimizeRx-Lamar collaboration provides a compelling solution to healthcare marketers that combines the broad reach of traditional outdoor advertising with the clinical relevance and accountability of modern, real world data-driven marketing.
SOURCE: GlobeNewswire