Highlights

  • OPRX launches Micro-Neighborhood Targeting across linear, digital, and CTV with Simulmedia
  • This Partnership addresses speed, spend, and audience precision challenges in pharma TV advertising.
  • OptimizeRx and Simulmedia enable HIPAA-compliant, precision healthcare ad placements on premium inventory

OptimizeRx Corp. (Nasdaq: OPRX), a healthcare technology company, has entered a strategic partnership with Simulmedia, a U.S.-based TV and streaming advertising technology firm. The collaboration is focused on enabling pharmaceutical advertisers to deploy OptimizeRx’s Micro-Neighborhood® Targeting (MNT) data through Simulmedia’s advertising platform across linear, digital, and connected TV (CTV) channels.

The partnership introduces a scalable way for healthcare advertisers—particularly small to mid-size pharmaceutical brands and internal media teams—to access clinically focused, household-level targeting on premium TV inventory with programmatic speed. The integration allows brands to execute campaigns across more than 250 linear and streaming networks using a privacy-forward targeting approach that incorporates localized disease prevalence data.

OptimizeRx’s MNT technology uses zip-9 geographic mapping to identify clusters of relevant clinical conditions while maintaining compliance with HIPAA and state-level privacy regulations. The company holds two patents for HIPAA-compliant data use and integrates consumer data to enhance targeting. This approach supports granular audience segmentation without relying on personally identifiable information.

Through the partnership, advertisers can now activate MNT audiences via Simulmedia’s platform with the following features:

  • Real-time campaign deployment and adjustments using national TV inventory
  • Predictive ad placements based on audience viewing behavior and clinical relevance
  • Programmatic activation of campaigns that are aligned to specific stages of the patient care journey

By offering compliant access to advanced clinical audience targeting, the companies aim to address ongoing challenges in healthcare TV advertising. These include limited audience precision, delayed campaign execution, and high upfront media spend requirements.

Steve Silvestro, Chief Executive Officer of OptimizeRx, noted that the partnership brings new flexibility and clinical relevance to traditional linear TV advertising. “It offers an alternative to conventional high-reach strategies that often miss the mark on audience specificity,” Silvestro said.

Kim Jones, Senior Vice President of Sales Strategy and Solutions at Simulmedia, stated that integrating OptimizeRx’s data into the company’s TV+® platform enables healthcare marketers to better align media with patient and provider journeys. According to Jones, the collaboration helps fill a gap in the market for privacy-compliant, clinically relevant video ad targeting.

The announcement comes at a time when healthcare advertisers face increasing regulatory pressure and need more precise tools to reach audiences effectively. TV campaigns, while still a major channel for pharmaceutical and health-related advertising, have traditionally offered limited targeting capabilities compared to digital formats. This initiative brings healthcare-focused data to TV advertising in a manner that reflects the evolving media landscape and privacy regulations.

As healthcare marketing continues to shift toward omnichannel strategies and stricter data governance, the partnership between OptimizeRx and Simulmedia reflects a broader trend toward integrating clinically grounded data into traditional media channels. The companies plan to expand the reach and functionality of MNT audience targeting as healthcare advertisers increasingly seek full-funnel engagement strategies.