OptimizeRx Corp (NASDAQ:OPRX) saw its shares rise 2.2% in premarket trading Tuesday following the rollout of CopayCue, a new offering designed to present brand savings offers at the point a clinician indicates intent to prescribe.
Headquartered in Waltham, Massachusetts, the healthcare technology provider described CopayCue as a system that uses real-time prescribing intent data from healthcare professionals to surface brand savings information - including copay cards and affordability resources - directly inside the electronic prescribing workflow.
The company positioned CopayCue as an enhancement to its existing Financial Assistance solution, aimed at addressing medication affordability concerns that can shape prescribing behavior. OptimizeRx pointed to two statistics to frame the problem: 43% of U.S. adults have reported not taking medication as prescribed because of cost, and nearly two-thirds of prescriptions for newly launched drugs remain unfilled during their first year.
According to OptimizeRx, CopayCue activates brand savings offers when a healthcare professional demonstrates intent to prescribe a particular therapy through the company’s network, which spans more than 400 electronic health record (EHR) and e-prescribing platforms. When triggered, the system automatically transmits savings offers directly to the pharmacy, appending them to the prescription.
The firm provided performance figures for CopayCue drawn from its deployments: the company said the product has produced a 4-5% increase in prescription lift compared with EHR banners alone, while standalone CopayCue programs have achieved an average prescription lift of 11.5%.
"CopayCue brings together two powerful signals: a physician’s real-time intent to prescribe and a brand’s ability to deliver savings support at that exact moment," said Louis Trivento, OptimizeRx SVP Strategic Partnerships.
OptimizeRx also noted that the solution enables life sciences organizations to reach 900,000 authenticated healthcare professionals at pivotal prescribing moments, with the stated goal of removing out-of-pocket cost uncertainty as a barrier to prescription writing.
Market reaction to the product announcement was reflected in the premarket share movement noted at the outset. The company framed CopayCue as an integrated capability within its broader suite of affordability tools and positioned the feature as a way to more tightly couple a clinician’s prescribing intent with timely savings support from brands.
The release emphasized direct delivery of affordability resources into the prescribing and pharmacy channels and cited measured prescription lift rates from initial implementations as evidence of potential impact.