Addressing Visibility Gaps in Direct-to-Consumer Campaigns

As the demand for personalized and privacy-safe direct-to-consumer (DTC) marketing rises, the challenges of fragmented identity resolution remain significant. Key issues include:

• Standard measurement practices often omit a considerable percentage of the exposed audience.
• A significant portion of the target audience is typically lost during the media onboarding process.
• Audience Quality (AQ) may not accurately portray actual audience composition.
• Marketers struggle to ascertain if programmatic ads effectively reach brand-qualified consumers at scale.

This lack of visibility can hinder life science brands from measuring the success of their marketing efforts, thereby affecting their ability to optimize targeting and tactics.

OptimizeRx and Experian’s Integrated Audience Mapping Solutions

The integration of OptimizeRx's patented Micro-Neighborhood® audience data with Experian's identity graph will enhance audience onboarding, curation, and measurement through a suite of identifiers. This collaboration offers substantial benefits for life science brands, including:

• The ability to measure exposed audiences more accurately, leading to a complete view of engagement and effectiveness.
• Reduced audience loss during onboarding, which increases total media reach.
• Higher projected AQ, significantly narrowing the gap between anticipated and actual AQ for improved media planning.

Drew Teller, Director of Strategic Media Partnerships at OptimizeRx, expressed enthusiasm about the collaboration: “We’re thrilled to offer our life science and agency clients a uniquely integrated solution that combines Experian's consumer data with OptimizeRx's privacy-safe targeting methodology, enhancing confidence in audience quality and measurability across channels.”

Improving Onboarding and Audience Activation

Colleen Dawe, Vice President of Advertiser Partnerships at Experian, stated: “Together, we are strengthening how life science marketers onboard and activate third-party audiences at scale. This connection can reduce onboarding loss while delivering more addressable reach and a comprehensive view of campaign performance.”

About OptimizeRx Micro-Neighborhood® Audiences

OptimizeRx’s Micro-Neighborhood® audiences are privacy-compliant and hyper-local, created using real-world clinical and consumer data. This approach forms deterministic cohorts aligned with brand eligibility signals, allowing marketers to target specific neighborhoods rather than relying on broad models. With access to over 35 million U.S. micro-neighborhoods, these audiences enable focused segmentation of patients and providers and facilitate omnichannel DTC advertising.

About OptimizeRx and Experian

OptimizeRx is redefining how life science brands engage with both patients and healthcare providers through innovative, AI-driven tools. The company is headquartered in Waltham, Massachusetts, and partners with leading pharmaceutical and life science companies to transform the healthcare landscape.

Experian is a global data and technology firm facilitating opportunities across multiple sectors, including healthcare, financial services, and automotive markets, helping individuals and businesses achieve their financial goals. The company operates in 32 countries and is committed to using data-driven solutions for innovative advancements.

Forward-Looking Statements

This announcement contains forward-looking statements as defined by the Private Securities Litigation Reform Act of 1995. Such statements involve risks and uncertainties and include expectations related to the ability of OptimizeRx (symbol: OPRX) to enhance audience measurement and the effectiveness of marketing campaigns. Actual results may vary significantly from those expressed in these statements.