AI-Powered HCP Targeting for Diabetes Device Growth

This case study details the implementation of an AI-powered Dynamic Audience Activation Platform (DAAP) by a leading Continuous Glucose Monitoring (CGM) manufacturer in partnership with OptimizeRx. The objective was to drive early adoption of a next-generation sensor among healthcare professionals (HCPs) treating uncontrolled Type 2 diabetes patients. The campaign achieved an 8.5% script lift and generated $12.8 million in incremental revenue, with significant engagement metrics including over 130,000 total incremental prescriptions. Key strategies included the use of AI to create weekly prioritized HCP lists based on treatment patterns and delivering contextual messages through EHR workflows and social media. The initiative highlighted the importance of integrating marketing and sales efforts through real-time audience intelligence, which allowed for personalized engagement at critical decision-making moments. The findings suggest that AI-driven audience targeting can serve as a core component of commercial strategy, enhancing both marketing effectiveness and sales enablement.