October 24, 2025
Reaching healthcare providers effectively has never been more complex. Physicians operate in a fragmented media environment, with information coming from countless directions while clinical time and attention remain limited. For marketers, success depends on finding ways to engage HCPs within their daily routines and to make each touchpoint meaningful.
A recent campaign in the psychiatry category shows how an omnichannel approach—combining electronic health record (EHR) messaging with digital display—can achieve exactly that. By meeting prescribers across multiple digital environments, including at the point of care, the campaign delivered measurable gains in prescribing activity.
Turning Insight Into Impact
A leading agency partnered with DeepIntent to influence prescribing behavior among HCPs treating patients in the psychiatry category. The team wanted to understand how pairing EHR messaging with display media could enhance performance at the lower end of the funnel, particularly total prescription (TRx) rate.
The results were clear. HCPs reached through both Display and EHR channels achieved a 19.1% TRx rate, compared with 13.4% among those reached by Display alone. This 1.5X increase demonstrates the effectiveness of EHR exposure in reinforcing brand recall and motivating clinical action.
Why EHR Matters
EHR advertising reaches healthcare professionals where they make prescribing decisions: inside their workflow. Display campaigns are valuable for building awareness and shaping brand perception, while EHR engagement delivers relevance at the moment of care. Because both channels often use the same creative assets, messages feel familiar and consistent across touchpoints, reinforcing recall and confidence. Together, they create a continuous thread of communication that connects marketing influence with real-world outcomes.
When a prescriber encounters an educational message through display and later sees a timely prompt within their EHR, the effect is cumulative. The experience feels coherent and supportive, guiding the provider from awareness toward confident, informed prescribing.
The Promise of EHR Marketing
EHR platforms offer precise targeting, contextual relevance, and verified reach, all within the clinical systems HCPs trust and use daily. In an industry that prizes compliance, accuracy, and respect for physician time, EHR messaging provides a uniquely effective balance of reach and responsibility.
As healthcare marketing continues to evolve, success will depend on building systems that reflect the way physicians actually work. EHR is now central to that effort, bridging the distance between message exposure and meaningful clinical impact.
