OptimizeRx and Lamar Advertising Partner to Deliver Data-Driven, Clinically Relevant OOH Campaigns for Healthcare Brands

OptimizeRx Corporation, a leading provider of healthcare technology solutions connecting life sciences companies with healthcare professionals (HCPs) and patients, announced a strategic partnership with Lamar Advertising Company, one of the largest out-of-home (OOH) advertising networks in North America. The collaboration integrates OptimizeRx’s patented Micro-Neighborhood® Targeting (MNT) data with Lamar’s nationwide OOH inventory, enabling pharmaceutical and healthcare marketers to execute highly targeted, clinically relevant campaigns across the United States.

This partnership comes as healthcare marketers increasingly look to combine traditional media’s broad reach with data-driven precision, making OOH advertising a more measurable and strategic component of omnichannel engagement.

Precision Meets Scale in Out-of-Home Advertising

Lamar has mapped its extensive OOH inventory at the ZIP+4 level, aligning with OptimizeRx’s MNT data, which identifies disease prevalence within micro-neighborhoods. By merging these capabilities, life sciences companies can now reach patient populations that align with therapeutic areas, delivering contextually relevant messaging in the right place, at the right time.

“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.”

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“This partnership marks an important change in how healthcare brands can use out-of-home advertising,” said Sean Reilly, CEO of Lamar Advertising Company. “By combining our nationwide inventory with OptimizeRx’s 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.”

Key Benefits of the Partnership

• Clinically Relevant Reach – MNT data overlays Lamar’s inventory at the ZIP+4 level to deliver audience targeting based on disease prevalence.
• Cost-Effective Scale – OOH campaigns achieve reach comparable to linear TV while offering greater precision and efficiency.
• Nationwide Coverage – Integration spans Lamar’s full network, across both programmatic and traditional placements.
• Measurable Impact – Data-driven targeting ensures OOH becomes a measurable part of pharma marketing strategies while maintaining privacy compliance.
• Seamless Omnichannel Integration – Enables healthcare brands to incorporate OOH into broader marketing mixes with confidence.

With this integration, OptimizeRx and Lamar Advertising are reshaping how healthcare brands leverage OOH media, turning real-world clinical insights into more effective, measurable, and patient-relevant campaigns.