Omni Know-How
October 21, 2026
Campaigns built on seven or more precision targeting rules delivered a median TRx lift of 65.5 percent, compared with 32.8 percent for campaigns that used fewer than seven. Each rule defines a specific point along the patient journey, so the message reaches HCPs for your target NPIs at the moment it is clinically relevant, rather than spreading across a broad audience.
Let's start with a baseline. Across 53 script lift studies in 12 therapeutic areas, the median lift was 43.5 percent. These are impressive results, and they show strong, dependable performance for clients who activate with us in the EHR. The bigger story is how much that performance grows when we apply precision targeting. Campaigns using 7 or more precision rules delivered a median TRx lift of 65.5 percent, compared with 32.8 percent for campaigns using fewer than 7.
A lot of vendors in this space will show you a single script lift number. One campaign, one brand, one result. What's harder to produce, and more useful for planning, is 53 independent script lift studies, measured the same way, with a clear median and a visible distribution of both the wins and the misses.
That's what this piece is about.
What we mean by "measurable"
Not all script lift claims are created equal. The number only means something if the methodology behind it is sound, and the methodology that matters is this: a matched control group.
Our Rx studies are not a black box. Everything we do is test versus control, built on your target list, and shared with you monthly. Here's how it works.
Before any campaign we run, we identify a group of clinicians on your target list who are comparable to the target list physicians who are exposed to the campaign in specialty, prescribing history, geography, and patient panel, but who will not receive the campaign. The lift we report is the difference in prescribing rate between the exposed and unexposed groups, measured over the same time window.
This is the same logic used in clinical trials: you need a comparison group to know whether the intervention worked. Without it, you're measuring a trend, not an effect. A drug class that's growing in prescribing across the board will show higher Rx numbers after any campaign, regardless of whether the campaign caused it.
It’s clear. It’s transparent. And it’s the best means to measure performance differences.
What the data actually shows
The 53 script lift studies in our 1H 2026 analysis span 13 manufacturers, ranging from several of the largest global pharmaceutical companies specialty-focused biotechs. A few things stand out.
Endocrinology led at a median TRx lift of 127.9 percent across three campaigns. Oncology, our largest category at 18 campaigns, delivered a median of 73.5 percent. Two standout campaigns in this category are worth noting: one late-line solid tumor therapy delivered +298 percent lift versus control, and a targeted therapy in metastatic colorectal cancer delivered +217 percent.
Across all 53: the overall median was 43.5 percent. Nearly one in four delivered 2x or greater lift versus control.
Of course, we always want to keep optimizing so we learn as much from what is working to what is not... What separated the underperformers from the top performers wasn't the therapeutic area or the manufacturer. It was targeting specificity: how precisely the campaign was built to reach physicians who were actually in a position to prescribe this drug, for this patient type, at this moment.
That pattern shows consistently, and it shapes how we design every campaign.
The clinical event difference
There's a distinction that doesn't get discussed enough in vendor conversations: the difference between targeting a physician because a model predicts they're likely to be relevant, versus targeting them because something has actually happened in their clinical workflow that makes them relevant right now. This is the difference between probabilistic and deterministic
The first approach, probabilistic targeting, is widely available. It takes historical prescribing data and estimates future behavior. The physician might have the right patients. The clinical moment might be happening.
The second approach, deterministic, or event-triggered targeting, doesn't predict the moment. It responds to it. When a patient encounter matching the brand's indicated criteria is happening in the EHR, the message fires. The clinical moment is confirmed, not estimated or assumed.
This is the mechanism behind Relevate Health's EHR-based Point-of-Clinical-Decision campaigns. We combine the specificity of deterministic targeting with precision business rules. Each rule defines a specific point along the patient journey, so your message reaches the right HCPs for your target NPIs at the point in their clinical workflow where it is relevant. The rules determine exactly which encounter triggers the message, which places it in the right window rather than spreading it across a broad audience.
That precision shows in outcomes. In our 1H 2026 analysis, campaigns that used seven or more rules delivered a median TRx lift of 65.5 percent. Campaigns with fewer than seven rules delivered 32.8 percent. The channel and core approach were the same.
That 2x difference doesn't come from better creative or more impressions. It comes from the quality of the event signal.
What makes this kind of targeting possible
Event-triggered targeting at scale requires infrastructure that takes years to build.
You need EHR integrations deep enough to capture encounter-type data in real time. You need a physician behavioral database that covers all 12 therapeutic areas to produce statistically valid matches, You need longitudinal prescribing history to construct the control group before the campaign launches, not after. You need strategic partners to help you win in EHR, not just a placement vendor to flight your ad in EH
Relevate has been building that infrastructure continuously. The 53-script lift study dataset is the proof point. Every study is measured the same way, which is why brands can plan against it. And the 100+ EHR campaigns running today are tomorrow's proof points.
The question to ask
If your current HCP engagement partner leads with script lift, ask two things: how is it measured, and how many campaigns is it measured across?
A single study with a strong result is a data point. A portfolio of script lift studies across multiple therapeutic areas, with a published median, a visible distribution, and clear drivers of success, is the basis for planning decisions.
Locking in on the true Rx-lift of your campaign early is what leads to optimization. That advantage compounds. Over a full year of campaigns, it's the difference between knowing your program is working and hoping it is.