OptimizeRx announced a strategic partnership with Lamar Advertising Company to enhance out-of-home (OOH) advertising for pharmaceutical and healthcare brands. This collaboration integrates OptimizeRx’s patented Micro-Neighborhood® Targeting (MNT) data with Lamar’s national OOH inventory.
Lamar has mapped its advertising inventory at the ZIP+4 level to correspond with OptimizeRx's MNT data, which targets consumers based on disease prevalence within micro-neighborhoods. This enables pharmaceutical and healthcare brands to reach clinically relevant patient populations at precise locations and times.
The partnership aims to transform OOH advertising by providing data-driven approaches to a traditional media channel. This allows healthcare marketers to prioritize spending based on the health attributes of surrounding populations, while maintaining broad reach and privacy compliance.
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