OptimizeRx warns up to 30% of DTC audiences lost in onboarding due to identity fragmentation

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25.02.2026

OptimizeRx warns up to 30% of DTC audiences lost in onboarding due to identity fragmentation — OptimizeRx flags DTC identity risks

OptimizeRx warns that up to 30 percent of direct-to-consumer (DTC) audiences can be lost during onboarding processes as a result of fragmented identity resolution.

The company identifies several indicators of this risk, including reach gaps, inconsistencies across channels, uncertainty about eligible patient reach, and weakened measurement confidence. OptimizeRx emphasizes the importance of maintaining audience integrity to ensure effective engagement and measurement. The firm offers solutions and practical guidance to help organizations address these warning signs and keep audiences intact through their onboarding journeys.

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