OptimizeRx Corp. (NASDAQ: OPRX) announced the launch of a programmatic connection between its electronic health record network and demand-side platforms, allowing media buyers to purchase healthcare advertising through existing programmatic workflows.

The new system enables life sciences companies to activate campaigns within EHRs through demand-side platforms rather than managed programs. Media buyers can control reach, frequency and scale of EHR placements while incorporating these advertisements into broader marketing strategies.

"The EHR is one of the most impactful places to engage HCPs, but not every life sciences brand has a practical way to access it," said Steve Silvestro, chief executive officer at OptimizeRx. "This launch changes that picture."

The platform provides demand-side platforms with access to OptimizeRx's EHR publisher network, offering what the company describes as authenticated, bot-free inventory. DSPs can integrate this network directly into their platforms for life sciences clients.

OptimizeRx stated the launch opens access to the programmatic market, which it estimates represents 90% of total U.S. digital display advertising spend across industries. The company cited the pharmaceutical digital advertising market at over $19 billion.

The Waltham, Massachusetts-based company provides healthcare technology solutions connecting life sciences companies with healthcare providers and patients. The new programmatic access represents an expansion of OptimizeRx's existing EHR advertising capabilities into automated buying platforms.

Information in this article is based on a company press release.