Pharma commercial teams are operating in the most expensive, competitive environment in history.
In 2024, pharmaceutical companies spent roughly $14 billion on direct-to-consumer advertising in the U.S. alone, while digital pharmaceutical marketing approached $20 billion annually. At the same time, point-of-care media revenue has surpassed $1 billion and continues to grow rapidly.
The industry isn’t short on spend. It’s short on precision.
Despite billions invested across TV, digital, conferences, sales forces, and media networks, very little of that investment activates at the one moment that truly drives brand adoption: when treatment decisions are made in the electronic health record (EHR).
The commercial gap no one talks about
Commercial strategy in pharma has become increasingly sophisticated. Teams design launch and growth strategies around highly specific populations:
- Stage-specific disease cohorts
- Biomarker-defined populations
- Those who have failed prior treatments
- Line-of-therapy subsets
- Non-adherent patients
Yet most commercial execution still relies on signals that are disconnected from how care is actually documented such as:
- Claims-based segmentation that lags reality by months
- ICD-10-CM-level identification that lacks clinical nuance
- External promotion channels disconnected from clinical workflows
There is a structural disconnect between how treatments are defined commercially and how patient eligibility appears in clinician documentation.
And that disconnect leads to missed patients, misaligned engagement, and diluted ROI.
Precision at the point of care: A commercial multiplier
IMO Precision Patient Identification bridges this gap by activating treatment-aware logic inside the EHR at the moment documentation occurs.
When clinicians document disease stage, prior therapy failure, biomarkers, or phenotype nuance, IMO Health translates that clinician-authored intent into normalized, structured insights in real time. This happens directly within existing EHR environments across multi-site health systems – without requiring new platforms or workflow disruption.
The foundation is IMO Health’s clinical terminology infrastructure, which has been embedded in provider workflows for over 30 years, supporting documentation across all major EHR systems, and used in more than 4,500 hospitals, by 95% of U.S. clinicians.
That footprint allows eligibility logic to reflect how care is actually documented, not how it is retrospectively abstracted from claims.
For commercial leadership, this means:
1. Earlier treatment consideration
Identification occurs while treatment pathways are still being shaped, rather than months later when claims data reflects decisions that have already been made.
2. Alignment to guidelines and labeled criteria
Eligibility logic is designed around indication criteria and clinical guidelines, ensuring therapy awareness appears only when clinically appropriate. The goal is not promotional interruption, but contextually relevant treatment visibility aligned to real clinical practice.
3. Efficiency in a high-cost environment
In an environment of rising media costs and shrinking attention, precision reduces waste. Instead of broad promotional impressions, treatment awareness occurs only when documentation reflects clinically eligible patients.
4. Scalable, governed deployment
Versioned value sets, traceable concept lineage, and explainable rules ensure all eligibility logic remains transparent, auditable, and clinically defensible across health systems and markets.
From spend to signal
Commercial leaders are under increasing pressure to do more with existing investments, including:
- Demonstrating launch ROI earlier
- Proving measurable impact beyond awareness metrics
- Defending commercial budgets under greater scrutiny
- Navigating increasingly fragmented health system environments
Accuracy at the point of care transforms commercial execution, turning claims-lagged targeting into real-time identification, ICD-level coding into clinician-authored intent, and promotional noise into contextually relevant visibility.
IMO Precision Patient Identification enables teams to identify treatment-eligible patients inside the EHR, grounded in clinical documentation and aligned with real clinical workflows.
Because in today’s environment, precision isn’t a feature. It’s a strategic advantage.
