When Alison Davis1, a single mom in Portland, needed a prescription to treat her son’s asthma, she was shocked at her out-of-pocket (OOP) cost for the medication, even with commercial insurance from her employer. So, she did some online research and found a lower OOP for the same medication by using a manufacturer’s copay assistance program she discovered on GoodRx.com. While using the platform she also found relevant articles and videos about what causes asthma, how to identify triggers, and what an asthma action plan could look like for her son. Compared to her other healthcare experiences lately, the one-stop-shop efficiency of GoodRx pleasantly surprised her.
GoodRx is on a mission
Yet this experience would not surprise anyone who works at GoodRx. When the company’s founders started with the mission of making healthcare affordable for all Americans, they approached things differently when designing solutions for end users to support their healthcare journeys. Today’s healthcare solutions for patients must align with healthcare consumerism and digitization, two trends that continue to reset their expectations. Similar to integrating digital solutions into a doctor’s workflow, integrating solutions into a patient’s ‘life flow’ makes their healthcare experience more seamless, reducing friction, confusion, and delays.
Unlike other patient-focused health information websites and apps, GoodRx helps patients navigate their healthcare journeys using a single platform if they choose. For example, in the GoodRx Health section patients can easily find relevant content on over 450 conditions written and reviewed by doctors, pharmacists, journalists, and other professionals who specialize in health and wellness, as well as resources and tools to manage important aspects of care, including how to access and pay for treatment.
Connecting brands with high-intent patient
A wide range of expert-curated content has helped build trust with consumers while supporting their individual healthcare journeys. Audrey Krezmer, director of strategy and operations for GoodRx Health is not surprised by the rapid growth of the platform’s loyal user base. Health has recently seen more than a 50% year-over-year increase in traffic.2 “Millions of people come to GoodRx Health each month.3 GoodRx is number one in consumer trust among digital healthcare brands,4 with a consistent net promoter score (NPS) of 905 which is amazing, particularly for a healthcare company,” she said. NPS is a widely used market research metric based on a single survey question asking respondents to rate the likelihood that they would recommend a company, product, or a service to a friend or colleague.
Awareness to conversion on a single platform
GoodRx Health is an efficient one-stop-shop with a highly qualified, motivated, and high-intent consumer audience, with as many as 60% of users actively learning about their own diagnoses.6 Patients often come for information on a condition or a medication, or they come for discounts on their prescription medicines. Most times they find that they can watch a video, learn what they need, answer a survey, and save money — all during the same visit. And content for top trafficked conditions may be available in Spanish as well as English.
One of the primary jobs of consumer marketers in pharma is to move patients through the funnel that starts with awareness, often piecing together several external partners and solutions into a workable educational and promotional system. In fact, it’s unusual that a single solution can move prospects more than one step toward conversion, yet GoodRx does just that (Figure 1).
To increase attractiveness at the top of the funnel, GoodRx Health has over 1,000 topics available for sponsorship across medical conditions, medications and treatments, healthcare, well-being, and even pet health. Beyond driving top-of-funnel actions, the platform is an essential resource for long-term consumer engagement. It’s designed and continuously optimized to support prospects and customers in taking their ‘next best action’ to improve their health or the health of their loved ones.
GoodRx Health is a one-stop-shop for patients — and pharma
In addition to category sponsorships that offer brands contextually targeted placements, marketers can partner with GoodRx Health to reach and engage their valuable patient audiences using 100% opted-in category newsletters, video-centric Patient Resource Centers, and co-branded content. And in 2023 GoodRx Health is adding patient-friendly doctor discussion guides around a specific topic or condition to support the intersection of HCP and patient journeys.
Having benchmarked many other digital healthcare information websites, Krezmer is confident about the value that the GoodRx platform delivers to both patients and pharma manufacturers. “GoodRx provides a seamless experience for patients regardless of their purposes for visiting. In addition to highly credible health condition and treatment information, we can connect patients to specialty pharmacy, nurse coaches, and affordability options such as manufacturer copay programs — all within the GoodRx ecosystem. For marketers, we offer proven solutions for awareness, access, and adherence to ensure that their brands reach and engage a very loyal, qualified, and motivated audience.”
Click here to learn more about what GoodRx Health can do for patients and your brand.
Figure 1- GoodRx Health moves patients several steps through the marketing funnel toward conversion.
1 Name changed to protect privacy.
2 More than a 50% YoY traffic increase: Comparing traffic from October 2022 to March 2023 to the prior year's traffic. Average increase for the six months was 71.97%.
3 Internal Google Analytics data, FY2022.
4 Qualtrics Brand Tracker Survey of GoodRx Users, June 2021 - July 2022.
5 Q4 2021 Shareholder Letter.
6 Q1 2022 Qualaroo survey on top 10 trafficked GoodRx Health conditions.
7 Innovid 2022 Global Benchmarks Report.