GoodRx: Owning the Point of Prescribing

How do you turn the highest-attributed driver of claims — the doctor's office — into an owned, measurable, and scalable marketing channel? Price Page Intercept data told a clear story: 25% of claimers heard about GoodRx from a healthcare provider. 16% learned about it in the doctor's office. Combined, that was the largest attributed source of GoodRx growth — bigger than TV, bigger than search. But GoodRx had no orchestrated program to own it.

GoodRx didn't need a new product. It needed a new place — the moment before the prescription reaches the pharmacy. The pharmacy counter was where GoodRx proved its value. The doctor's office was where GoodRx could build its moat. If we could own the Point of Prescribing — the consult, the kit, the waiting room, the back office, the provider's own recommendation — we could move GoodRx from a savings tool patients discover to a clinical resource providers depend on.

I led the Marcom strategy for the Point of Prescribing program — bringing together a cross-functional team spanning creative, CRM, insights, Mansol/HCP, business intelligence, and product marketing. Four moves defined the work: segmentation that made growth addressable; an integrated in-office experience; a connected lifecycle from awareness to advocacy; and local partnerships that earned trust where it lives.

• Segmentation that made growth addressable. We built a Power Prescriber framework identifying the top 29.3% of prescribers who drive 86.3% of core claims. Houston and Dallas were selected as pilot markets. Total available unmailed NPI leads in remaining markets: 603,912.
• An integrated in-office experience. We built a full omni-channel presence at the Point of Prescribing — digital screens in waiting rooms, exam rooms, and back offices; physical posters with take-ones, counter mats, and counter stands; redesigned kits with customized inserts; personalized landing pages.
• A connected lifecycle from awareness to advocacy. We designed prescriber and practice journeys across four stages — Awareness & Claims, Product Education, Product Experience, and Boost Adoption.
• Local partnerships that earned trust where it lives. We activated regional credibility through the Dallas Medical Society and Houston-area Nurse Practitioners.

• Launched the first fully integrated Point of Prescribing program in GoodRx's history — going live October 2023 with an omni-channel presence across Houston and Dallas practices.
• Established the segmentation foundation for national rollout — a Power Prescriber database making GoodRx's highest-value provider relationships, for the first time, contactable and measurable.
• Designed the scalable Point of Prescribing marketing formula applied across DMAs in FY'24 — with the roadmap built to expand into the remaining 603K+ untouched NPI leads.
• Aligned the Rx Marketplace and Mansol marketing teams around a single integrated strategy.
• Built the attribution and CRM infrastructure (connected by NPI) that transformed HCP marketing from a line item into a measurable growth channel.