OptimizeRx Partners with Lamar Advertising to Reach Clinically Relevant Audiences Through Out-of-Home Healthcare Advertising
OptimizeRx (NASDAQ: OPRX) has announced a strategic partnership with Lamar Advertising Company (NASDAQ: LAMR) to transform healthcare out-of-home (OOH) advertising. The collaboration integrates OptimizeRx's patented Micro-Neighborhood庐 Targeting (MNT) data with Lamar's nationwide advertising inventory, enabling precise targeting of healthcare audiences at the ZIP+4 level.
The partnership allows pharmaceutical and healthcare brands to leverage disease prevalence data for targeted OOH campaigns while maintaining privacy compliance. Key benefits include granular clinical geographic targeting, cost-effective scale compared to linear TV, nationwide reach across Lamar's network, measurable results, and strategic media mix integration.
OptimizeRx (NASDAQ: OPRX) ha annunciato una collaborazione strategica con Lamar Advertising Company (NASDAQ: LAMR) per rivoluzionare la pubblicit脿 sanitaria fuori casa (OOH). L'accordo integra i dati brevettati di Micro-Neighborhood庐 Targeting (MNT) di OptimizeRx con l'inventario pubblicitario nazionale di Lamar, consentendo un targeting sanitario estremamente preciso fino al livello ZIP+4.
La partnership permette a case farmaceutiche e brand della salute di utilizzare dati sulla prevalenza delle malattie per campagne OOH mirate, rispettando la normativa sulla privacy. I vantaggi principali includono targeting geografico clinico molto dettagliato, costi pi霉 contenuti rispetto alla TV lineare, copertura nazionale attraverso la rete di Lamar, risultati misurabili e integrazione strategica nel media mix.
OptimizeRx (NASDAQ: OPRX) ha anunciado una alianza estrat茅gica con Lamar Advertising Company (NASDAQ: LAMR) para transformar la publicidad sanitaria exterior (OOH). La colaboraci贸n integra los datos patentados de Micro-Neighborhood庐 Targeting (MNT) de OptimizeRx con el inventario publicitario nacional de Lamar, permitiendo un targeting sanitario extremadamente preciso hasta el nivel ZIP+4.
La asociaci贸n permite a laboratorios farmac茅uticos y marcas de salud aprovechar datos de prevalencia de enfermedades para campa帽as OOH dirigidas, manteniendo el cumplimiento de la privacidad. Los beneficios clave incluyen segmentaci贸n geogr谩fica cl铆nica granular, una escala rentable frente a la TV lineal, cobertura nacional a trav茅s de la red de Lamar, resultados medibles e integraci贸n estrat茅gica en el mix de medios.
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OptimizeRx (NASDAQ: OPRX) a annonc茅 un partenariat strat茅gique avec Lamar Advertising Company (NASDAQ: LAMR) pour transformer la publicit茅 sant茅 hors domicile (OOH). La collaboration combine les donn茅es brevet茅es de Micro-Neighborhood庐 Targeting (MNT) d'OptimizeRx avec l'inventaire publicitaire national de Lamar, permettant un ciblage sant茅 extr锚mement pr茅cis au niveau ZIP+4.
Ce partenariat permet aux laboratoires pharmaceutiques et aux marques de sant茅 d'exploiter des donn茅es de pr茅valence des maladies pour des campagnes OOH cibl茅es, tout en respectant la confidentialit茅. Les avantages cl茅s incluent un ciblage g茅ographique clinique tr猫s granulaire, une 茅chelle rentable par rapport 脿 la TV lin茅aire, une port茅e nationale via le r茅seau de Lamar, des r茅sultats mesurables et une int茅gration strat茅gique au mix m茅dia.
OptimizeRx (NASDAQ: OPRX) hat eine strategische Partnerschaft mit Lamar Advertising Company (NASDAQ: LAMR) angek眉ndigt, um die Gesundheitswerbung im Au脽enbereich (OOH) neu zu gestalten. Die Zusammenarbeit verbindet OptimizeRx' patentierte Micro-Neighborhood庐 Targeting (MNT)-Daten mit Lamars landesweitem Werbeinventar und erm枚glicht damit pr盲zises Targeting bis auf ZIP+4-Ebene.
Die Partnerschaft erlaubt es Pharma- und Gesundheitsmarken, Krankheitspr盲valenzdaten f眉r gezielte OOH-Kampagnen zu nutzen und dabei die Datenschutzbestimmungen einzuhalten. Zu den Hauptvorteilen z盲hlen granulare klinische geografische Zielgruppenansprache, kosteneffiziente Skalierung im Vergleich zum linearen TV, landesweite Reichweite 眉ber Lamars Netzwerk, messbare Ergebnisse und die strategische Integration ins Mediamix.
- Integration of clinical data with OOH advertising enables precise targeting at ZIP+4 level
- Partnership provides cost-effective alternative to linear TV advertising with better targeting precision
- Access to nation's largest OOH network through Lamar's comprehensive inventory
- Data-driven approach enables measurable results while maintaining privacy compliance
- None.
Insights
OptimizeRx's partnership with Lamar brings clinical precision to OOH advertising, creating a valuable new channel for pharmaceutical marketing.
This strategic partnership between OptimizeRx and Lamar Advertising represents a significant innovation in healthcare marketing channels. By integrating OptimizeRx's Micro-Neighborhood庐 Targeting data with Lamar's extensive out-of-home advertising network, pharmaceutical companies gain a powerful new tool for reaching relevant patient populations with unprecedented geographic precision.
The healthcare marketing landscape has long struggled with efficiently targeting potential patients through traditional media channels. OptimizeRx's technology solves this by mapping disease prevalence data at the ZIP+4 level to Lamar's inventory, enabling pharma brands to allocate marketing dollars to areas with higher concentrations of relevant patient populations.
This partnership addresses several critical pain points for pharmaceutical marketers: the declining effectiveness of digital channels due to increasing competition, the need for privacy-compliant targeting solutions, and the demand for measurable results from traditional media investments. The combination offers a compelling alternative to linear TV advertising with potentially better targeting efficiency and cost-effectiveness.
For OptimizeRx, this represents a strategic expansion of their data monetization capabilities beyond digital channels into traditional media, diversifying their revenue streams and strengthening their position as a healthcare marketing technology leader. The partnership also signals the company's evolution from purely digital solutions to a more comprehensive omnichannel approach, potentially opening additional partnership opportunities with other traditional media channels.
Strategic Partnership Combines OptimizeRx's Patented Micro-Neighborhood庐 Targeting Data with Lamar鈥檚 Vast Nationwide OOH Network to听Strengthen OOH Media for Healthcare Marketing
WALTHAM, Mass., Sept. 09, 2025 (GLOBE NEWSWIRE) -- OptimizeRx (the 鈥淐ompany鈥�) (Nasdaq: OPRX), a leading provider of healthcare technology solutions helping life sciences companies reach and engage healthcare professionals (HCPs) and patients, and Lamar Advertising Company (Nasdaq: LAMR), one of the largest out-of-home (OOH) advertising companies in North America, today announced a strategic partnership to revolutionize OOH advertising for pharmaceutical and healthcare brands. Through this collaboration, OptimizeRx鈥檚 patented Micro-Neighborhood庐 Targeting (MNT) data is integrated with Lamar鈥檚 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鈥檚 and Lamar鈥檚 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.鈥�
鈥淭his partnership marks an important change in how healthcare brands can use out-of-home advertising,鈥� said Sean Reilly, CEO of Lamar Advertising Company. 鈥淏y combining our nationwide inventory with OptimizeRx鈥檚 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.鈥�
Key Partnership Benefits:
- Reaching Clinically Relevant Patients With Geographic Granularity: OptimizeRx's MNT audience data maps disease prevalence data to Lamar's inventory at the ZIP+4 level, enabling granular clinical geographic targeting through OOH advertising.
- Cost-Effective Scale: Data-driven OOH delivers equitable reach compared to linear TV with greater targeting precision and cost-effectiveness.
- Vast Nationwide Reach: MNT data integration spans Lamar's complete inventory, including both programmatic and non-programmatic placements across the nation's largest OOH network.
- Measurable Results: Brand-specific, data-driven targeting makes OOH a measurable component of pharmaceutical marketing strategies with robust privacy protection.
- Strategic Media Mix Integration: MNT audience data enables healthcare brands to expand beyond digital OOH with confidence, incorporating traditional inventory into sophisticated omnichannel strategies.
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.
For healthcare advertising agencies looking for high-impact cost-effective media options, this partnership offers a targeted approach that can compete directly with linear TV placements while reaching relevant audiences and providing measureable results.
About OptimizeRx Corporation
OptimizeRx is a leading healthcare technology company that鈥檚 redefining how life science brands connect with patients and healthcare providers. Our platform combines innovative AI-driven tools like the Dynamic Audience Activation Platform (DAAP) and Micro-Neighborhood庐 Targeting (MNT) to deliver timely, relevant, and hyper-local engagement. By bridging the gap between HCP and DTC strategies, we empower brands to create synchronized marketing solutions that drive faster treatment decisions and improved patient outcomes.
About Lamar Advertising Company
Founded in 1902, Lamar Advertising Company is one of the largest out-of-home advertising companies in North America, with over 361,000 displays across the United States and Canada. Lamar offers advertisers a variety of billboard, interstate logo, transit and airport advertising formats, helping both local businesses and national brands reach broad audiences every day. In addition to its more traditional out-of-home inventory, Lamar is proud to offer its customers the largest network of digital billboards in the United States with approximately 4,100 displays.
Forward-Looking Statements
This press release contains forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. Words such as "anticipates", "believes", "estimates", "expects", "forecasts", "intends", "plans", "projects", "targets", "designed", "could", "may", "should", "will" or other similar words and expressions are intended to identify these forward-looking statements. All statements in this press release that reflect the Company's expectations, assumptions, projections, beliefs or opinions about the future, other than statements of historical fact, are forward-looking statements, including, without limitation, statements relating to the ability of OptimizeRx to reach relevant patients at the right time and place, the Company鈥檚 success in delivering measurable results, and out-of home advertising continuing to be cost-effective, remaining a strategic component of omnichannel marketing, or becoming a competitive solution to digital channel marketing. Because such statements are subject to risks and uncertainties, actual results may differ materially from those expressed or implied by such forward-looking statements. These forward-looking statements are based upon the Company鈥檚 current expectations and involve assumptions regarding the Company's business, the economy, and other future conditions that may never materialize or may prove to be incorrect. Forward-looking statements are inherently subject to risks and uncertainties, some of which cannot be predicted, or quantified. Actual results and the timing of events could differ materially from those anticipated in such forward-looking statements as a result of various risks and uncertainties including, but not limited to, the Company鈥檚 success with the appointment of new and reorganization of management team members, the effect of government regulation, seasonal trends, dependence on a concentrated group of customers, cybersecurity incidents that could disrupt operations, the ability to keep pace with growing and evolving technology, the ability to maintain contracts with electronic prescription platforms and electronic health records networks, competition, and other factors discussed in the Company鈥檚 Annual Report on Form 10-K for the year ended December 31, 2024, and in other filings the Company has made and may make with the SEC in the future. One should not place undue reliance on these forward-looking statements, which speak only as of the date on which they were made. The Company undertakes no obligation to update such statements to reflect events that occur or circumstances that exist after the date on which they were made, except as may be required by law.
Contact Information:
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Jennifer Dinkel, VP Marketing听
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Lamar Contact
Allie McAlpin
Lamar Advertising Company
VP of Marketing Services & Communications
(225) 926-1000
Press Inquiries
Matter Communications听
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OptimizeRx Investor Relations Contact听听听
Steven Halper
LifeSci Advisors, LLC听听听
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FAQ
What is the strategic partnership between OptimizeRx and Lamar Advertising?
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What is Micro-Neighborhood庐 Targeting (MNT) in OptimizeRx's advertising solution?
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