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260
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264      
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266        
267        <div class="person__portrait">
268          <img src="https://www.connectiverx.com/hs-fs/hubfs/CRx%20Headshots/MariaOMara.png?width=70&amp;height=70&amp;name=MariaOMara.png" class="person__portrait" width="70" height="70" alt loading="lazy" srcset="https://www.connectiverx.com/hs-fs/hubfs/CRx%20Headshots/MariaOMara.png?width=35&amp;height=35&amp;name=MariaOMara.png 35w, https://www.connectiverx.com/hs-fs/hubfs/CRx%20Headshots/MariaOMara.png?width=70&amp;height=70&amp;name=MariaOMara.png 70w, https://www.connectiverx.com/hs-fs/hubfs/CRx%20Headshots/MariaOMara.png?width=105&amp;height=105&amp;name=MariaOMara.png 105w, https://www.connectiverx.com/hs-fs/hubfs/CRx%20Headshots/MariaOMara.png?width=140&amp;height=140&amp;name=MariaOMara.png 140w, https://www.connectiverx.com/hs-fs/hubfs/CRx%20Headshots/MariaOMara.png?width=175&amp;height=175&amp;name=MariaOMara.png 175w, https://www.connectiverx.com/hs-fs/hubfs/CRx%20Headshots/MariaOMara.png?width=210&amp;height=210&amp;
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269        </div>
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274            Maria O'Mara, SVP, Business Development and Sales Ops
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324          <a href="https://www.connectiverx.com/blog/tag/awareness-and-adherence" class="btn btn--tertiary btn--blog-heading">Awareness and Adherence</a>
325        </span>
326        
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332
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358        <div class="blog-post__indexable">
359        <span id="hs_cos_wrapper_post_body" class="hs_cos_wrapper hs_cos_wrapper_meta_field hs_cos_wrapper_type_rich_text" style="" data-hs-cos-general-type="meta_field" data-hs-cos-type="rich_text"><p style="text-align: center;"><span><em style="color: #707078; text-align: center;">Second in a three-part series on maximizing the strategic value of EHR messaging campaigns (<a href="https://pm360online.com/medication-adherence-ehrs-can-drive-new-patients/" rel="noopener" target="_blank">as published in PM360 magazine</a>)&nbsp;<br></em></span></p>
360<!--more-->
361<p>Your medication’s brand and marketing teams are fully aligned and have a strong plan, but concrete reasons exist for a prescriber to not think of or choose your brand in the moment. Maybe they’re struggling with diagnosing the patient? Perhaps a long-standing therapy is simply their default first prescription? Or, what if they’re concerned your brand will be expensive, opening administrative burden for both the patient and their office? You can hit these potential roadblocks head on.</p>
362<blockquote>
363<p>Aim your messaging campaigns to conquer real pain points and prove that your strategies are increasing market share.</p>
364</blockquote>
365<h2 style="font-weight: bold;">When Brand Awareness Meets Its Limits</h2>
366<p>Every pharma company invests heavily to build awareness. Sales reps, journals, conferences, television, digital campaigns and peer-to-peer education all play an important role in introducing prescribers to new therapies and building confidence in the clinical data. Those investments remain essential.<br><br>But prescribers make treatment decisions in the middle of busy clinic days, often seeing dozens of patients while balancing clinical guidelines, payer requirements and limited time. They develop preferences for therapies they know well and therapies that have worked. A prescriber who read about a new treatment over the weekend doesn’t necessarily have it top of mind when they are seeing their fifth patient of the day on a Tuesday afternoon. So the question isn't whether your brand made an impression; it's whether it surfaced in the prescriber’s mind at the exact moment it was needed.<br><br>That's where patient identification changes the equation. The EHR reliably houses the rich data you need: patient demographics, family history, vital signs, diagnosis, medication history, lab values—the list goes on. Leveraging that data, you can help HCPs identify patients who may be suffering from an undiagnosed disease. For patients who are already diagnosed, you can ensure that your brand surfaces to the HCP at the exact moment they are making a treatment decision. These messages surpass reach and frequency because they are contextual, behavior-based, and action-oriented.</p>
367<blockquote>
368<p>Sophisticated point-of-care campaigns can approach patient identification in many ways, depending on the therapy, disease state and patient population. This is a critical bottom-of-the-funnel opportunity where marketing planning culminate in measurable results.&nbsp;</p>
369</blockquote>
370<h2 style="font-weight: bold;">Three Real-World Examples</h2>
371<p><span>Technology itself isn't the differentiator, as most vendors have similar capabilities. What separates a high-performing program is how a partner designs trigger events and uses contextual data to surface what's already in the record.<br><br>Take metabolic dysfunction-associated steatohepatitis (MASH), a progressive liver disease. For years, there were few meaningful treatment options, so identifying patients wasn't always a clinical priority. As new therapies have emerged, that’s changed. A high-performing campaign embeds clinical scoring tools inside the EHR to help identify patients who warrant additional evaluation based on medical record 
371information, making it easier to recognize candidates for therapy before the disease progresses.<br><br>The same concept applies in more familiar disease states. Consider a patient with type 2 diabetes who is already taking two oral medications, yet whose most recent A1C remains elevated. The prescriber has everything needed to recognize that the current regimen isn't adequately controlling the disease, but connecting those pieces of data in real time isn't always easy. An EHR campaign designed to look at the full set of rich data for a patient will surface that signal right inside the prescriber’s clinical workflow, so they don't have to identify those data patterns manually during a busy day of patient visits.<br><br>The same idea applies in rare diseases, where diagnosis can take years. No single symptom may point to the underlying condition, but fatigue, tingling and other seemingly unrelated findings can begin to tell a different story when viewed together. Well-designed EHR campaigns can help bring those signals together, giving prescribers an opportunity to ask additional questions, order appropriate testing and potentially shorten the path to therapy.&nbsp;<br><a href="https://www.connectiverx.com/blog/hubs-ai-new-era-of-revenue-protection-patient-access" rel="noopener" target="_blank"></a></span></p>
372<h2 style="font-weight: bold;">When a Campaign Becomes Clinical Decision Support</h2>
373<p>Campaign opportunities that stay in prescriber workflow deserve a much larger role in commercial planning. Prescribers have no shortage of digital resources across the internet, from clinical calculators to AI-powered search tools to brand educational sites. But every time a prescriber has to leave the workflow to find that information, you're adding another step.<br><br>This changes how brands should think about targeting. Commercial planning often begins with a familiar question: Which prescribers should we reach? That's still important, but it's only part of the strategy. An equally important question is: Which patients are the best candidates for this therapy?</p>
374<blockquote>
375<p>Therapeutic categories are becoming more competitive, so that question becomes increasingly valuable. In COPD, for example, prescribers have multiple treatment options available today, with additional therapies on the horizon. Success will come from helping prescribers determine which therapy fits the specific patient in front of them.</p>
376</blockquote>
377<p>Ultimately, driving new patient starts isn't about reaching more prescribers. It's about helping the right prescriber recognize the right patient at the right moment. When EHR campaigns are built this way, they stop functioning like a media channel and start functioning like a clinical decision support tool – one that helps translate immense brand investment into a prescription.<br><br><em>The final article in this series picks up where a written prescription leaves off. That gap between what gets prescribed, which patients start therapy, and how patients stay on therapy is larger than most brands realize, and the EHR has a meaningful role there too.</em></p>
378<h2 style="font-weight: bold;">Five Questions Your EHR Partner Should Be Able to Answer</h2>
379<p><span>If you're evaluating a point-of-care EHR program for new patient starts, push past reach and frequency metrics. Ask:</span></p>
380<ol>
381<li>
382<p><span>What patient-level data points will trigger our messaging, and how are those triggers defined?<br></span></p>
383</li>
384<li>
385<p><span>Can our campaign distinguish between a patient who is newly diagnosed and one who has been on therapy for two years?<br></span></p>
386</li>
387<li>
388<p><span>How does your platform handle disease states where diagnosis itself is the barrier, not just prescribing?<br></span></p>
389</li>
390<li>
391<p><span>Can messaging respond to real-time clinical signals, like a lab value or a change in medication history, rather than just prescriber specialty?<br></span></p>
392</li>
393<li>
394<p><span>What does the workflow experience look like for the prescriber? Are they required to leave the EHR to act on the information?</span></p>
395</li>
396</ol>
397<p><span>If the answers stay at the level of impressions and reach, the program is being designed like a media buy. The EHR can do considerably more.<br></span><span></span><span></span></p>
398<div id="hs_cos_wrapper_widget_426c5798-bf4e-4eea-a568-c7eae647affe" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" style="" data-hs-cos-general-type="widget" data-hs-cos-type="module"><div class="accordion-group">
399  
400  <h2>
401    FAQs about Non-Personal Promotion
402  </h2>
403  
404  
405  
406  <details class="accordion" open>
407    <summary class="accordion__title">
408      <span>What is an EHR messaging campaign?</span>
409    </summary>
410    
411    <div class="accordion__content">
412      <p style="font-size: 16px;">An EHR messaging campaign delivers relevant information to healthcare providers directly within their electronic health record workflow. Unlike broad awareness campaigns, EHR campaigns can use patient-level clinical signals to surface timely, contextual messages when a provider is diagnosing a patient or making a treatment decision.</p>
413    </div>
414  </details>
415  
416  <details class="accordion" open>
417    <summary class="accordion__title">
418      <span>How can EHR campaigns help identify appropriate patients for therapy?</span>
419    </summary>
420    
421    <div class="accordion__content">
422      <p style="font-size: 16px;">EHR campaigns can evaluate available patient information—such as diagnoses, medication history, lab values, vital signs and demographics—to identify patterns that may indicate a patient should be evaluated for a particular condition or therapy. This helps providers recognize potential treatment candidates without having to connect every data point manually during a patient visit.</p>
423    </div>
424  </details>
425  
426  <details class="accordion" open>
427    <summary class="accordion__title">
428      <span>Why are point-of-care EHR campaigns more effective than awareness alone?</span>
429    </summary>
430    
431    <div class="accordion__content">
432      <p style="font-size: 16px;">Brand awareness helps providers become familiar with a therapy, but it does not guarantee the brand will be top of mind during a treatment decision. Point-of-care EHR campaigns build on those awareness efforts by presenting relevant information within the clinical workflow at the moment a provider is evaluating an appropriate patient.</p>
433    </div>
434  </details>
435  
436  <details class="accordion">
437    <summary class="accordion__title">
438      <span>Can EHR campaigns support earlier diagnosis of rare or underdiagnosed diseases?</span>
439    </summary>
440    
441    <div class="accordion__content">
442      <p style="font-size: 16px;">Yes. A well-designed EHR campaign can bring together symptoms, test results, medication history and other clinical findings that may not appear significant on their own. By surfacing these patterns, the campaign can prompt providers to ask additional questions, consider appropriate testing and potentially shorten a patient’s path to diagnosis and treatment.</p>
443    </div>
444  </details>
445  
446  <details class="accordion">
447    <summary class="accordion__title">
448      <span>What should pharmaceutical brands look for in an EHR campaign partner?</span>
449    </summary>
450    
451    <div class="accordion__content">
452      <p style="font-size: 16px;">Brands should look for a partner that can define meaningful patient-level triggers, respond to real-time clinical signals and tailor messaging to different stages of the patient journey. The partner should also be able to explain how the campaign fits naturally into the provider’s workflow and how performance will be measured beyond impressions and reach.</p>
453    </div>
454  </details>
455  
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458  <div class="blog-post__cta bg-purple">
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460      <h2>Great Copay Program. Does Anyone Know it Exists?</h2>
461<p>Is a decision being made without your brand's voice? You paid for the coverage. You funded the copay support. You built the hub. But does is all show up at the exact moment a script gets written? Get in there!</p>
462    </div>
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493        Maria O'Mara, SVP, Business Development and Sales Ops
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