Op­ti­miz­eRx builds out pa­tient DTC mar­ket­ing with $95M ac­qui­si­tion

Dig­i­tal phar­ma mar­ket­ing com­pa­ny Op­ti­miz­eRx on Thurs­day said it’s am­pli­fy­ing its di­rect-to-pa­tient ef­forts with the $95 mil­lion ac­qui­si­tion of Medicx Health.

Medicx Health, a physi­cian-fo­cused agency, will add the pa­tient-fo­cused mar­ket­ing and build out end-to-end so­lu­tions for phar­ma clients and brands, said Op­ti­miz­eRx chief com­mer­cial of­fi­cer Steve Sil­ve­stro. On­ly 20% of the two com­pa­nies’ 300 brands over­lap, cre­at­ing a scal­able op­por­tu­ni­ty for cross-sales, he said. The deal is ex­pect­ed to close in the fourth quar­ter.

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