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When Dr. Osama Hashmi MD MPH, was a General Resident Physician at Grady Memorial Hospital, he and his team successfully treated a lot of COPD (Chronic Obstructive Pulmonary Disease) exacerbations. The problem was that once they did, there wasn’t enough at-home oxygen to send these patients home. So their rooms became overcrowded with essentially healthy patients.
Dr. Hashmi was connected with a woman named Alex, an oxygen company rep. Shortly after their discussion, patients were getting discharged same-day.
The thing is that Alex knew the system in a way that Dr. Hashmi didn’t. While he understood the medicine, she knew how to connect patients to the resources they needed. And that got Dr. Hashmi’s wheels turning…
Pharma reps can offer a really useful avenue to improve patient care.
At the same time, Sandy Donaldson, Head of Global Omnichannel Marketing at UCB Pharma, was witnessing the problem from the other side; he had access to countless resources to help patients, but far less opportunity to get in front of the right physicians at the right time. This reflects ongoing challenges in digital marketing for the healthcare sector.
So together, they founded Impiricus with a shared goal: creating more ethical, patient-centric interactions between physicians and pharma in a way that’s high-value for doctors and their patients. And that’s exactly what they’re doing.
Introduction to Impiricus Rx
Impiricus is a digital engagement platform built specifically for the pharmaceutical industry to help life science brands connect with hard-to-reach healthcare professionals (HCPs). With a strong focus on precision, compliance, and HCP preference, Impiricus stands out by offering a modern, physician-first approach that enhances pharmaceutical marketing outcomes through intelligent automation and white-glove service.
But what really sets Impiricus apart is its user-friendly interface and seamless integration with existing systems, ensuring that HCPs can easily access the information they need without any hassle. The platform custom URL tracking feature further enhances data analysis and integrates smoothly into an omnichannel marketing strategy. The company’s commitment to delivering high-value content and resources is evident in every aspect of its platform.
The robust data analysis Impiricus offers emphasizes the importance of utilizing comprehensive data tools to optimize marketing efforts.
Key Differentiators:
Physician-First Design: Impiricus prioritizes the experience and preferences of healthcare professionals, delivering messages when, where, and how they want to receive them — via SMS, email, or LinkedIn. This significantly boosts engagement rates and brand trust.
White-Glove Campaign Management: Unlike traditional platforms, Impiricus pairs advanced automation with a hands-on client services team to oversee every step of a campaign, ensuring optimal performance without burdening brand teams.
Data-Driven Targeting: The platform leverages first- and third-party data to identify and reach high-value HCPs with precision. Its ability to integrate NPI-level data allows for tailored messaging at scale. Additionally, compliant pre-approved conversations enhance engagement rates and drive effective decision-making within the industry.
Omnichannel Flexibility: By combining direct-to-physician messaging with programmatic ads and email marketing, Impiricus allows brands to orchestrate fully compliant, omnichannel campaigns that convert. Furthermore, we engage our stakeholders by integrating with clients' teams and understanding their objectives to create targeted campaigns.
Rapid Deployment & Results: Campaigns can be launched in under 5 days, with performance insights available in real time—allowing for continuous optimization and ROI tracking.
Impiricus bridges the gap between pharma brands and physicians in a way that’s fast, flexible, and deeply informed by what HCPs actually want — making it a valuable partner for modern pharmaceutical engagement strategies.
How Impiricus Rx is Redefining HCP Preferred Engagement Platform
With an impressive medical and health tech background, Dr. Hashmi understood the two main things physicians are seeking from Pharma partners: personalization and action.
“As a Dermatologist, receiving an ad for an Oncology drug isn’t relevant or useful to me,” Dr. Hashmi explained. “Before anything else, I’m looking for products and services that can bring value to my patients. This personalization is an important part of sparking that initial engagement. But seeing an ad that is relevant to my practice is only one part of it; having a very clear and actual way to interact with it is the other. I don’t want to just passively consume the content. I want it to be actionable — how can what I’m seeing actually impact a patient sitting in my clinic right now?”
So Impiricus’ technology aims to drive more open, reliable, and patient-centric communication between physicians and Pharma with SMS text messaging at its core. Over the last year alone, the platform has mediated over half a million messages to physicians with a next-level understanding of each recipient’s needs and preferences.
“This personalization is all driven by data and continues to become more robust with the more physicians we reach,” Osama shared. “Not only do we ensure regulatory compliance, we also develop custom campaigns tailored to our clients’ goals. We also have an Independent Physician Council that reviews these messages to ensure the content is relevant and data is correctly represented. We’ve invested a lot of time and technology to work with carriers and third-party services to ensure messages get delivered and tracked accurately. It’s a constant analysis of all the different types of messaging going out to better understand what types of content really drive each specific physician — from their area of expertise to practice locations, past response behaviors, etc. All of our data really comes together at the core of what we do."
As a strategic partner, they integrate seamlessly with our clients' teams to better understand what types of content really drive each specific physician. “Then we work with our clients’ regulatory and compliance teams as a strategic partner they integrate with to ensure there can be actions taken out of each text. We want to ensure the whole experience can happen in one place, and they know exactly how to get what they need from the message at that moment.”
This action piece is what’s really exciting for physicians — within the message, you can actually schedule meetings, request drug samples, and ask questions. And everything is tied back to the Pharma company to ensure triage is being handled properly and the experience is a positive one.
“It’s not only very effective for the physicians, but it’s also really unique in that there’s a large number of physicians (as much as 20%) within a general Pharma company’s ideal physician base that can only be reached through Impiricus,” Dr. Hashmi added. “I think that’s a true testament to the trust and digital intimacy we have built amongst doctors and the fact that we’re doing something really great for the ecosystem. Our team understands our objectives and works seamlessly to achieve them.” HCP Engagement is Evolving: Products and Services to Match
Impiricus offers a comprehensive range of products and services designed to meet the needs of pharmaceutical companies and healthcare professionals. At the core is a proprietary HCP engagement platform, that includes custom URL tracking and robust data analysis. And with an API-centric structure that allows for seamless integration with omnichannel strategies and providing industry-leading access to HCPs.
The next-generation, proprietary HCP engagement solution from Impiricus offers direct access to healthcare professionals and essential resources. This direct access is crucial for pharmaceutical companies looking to engage HCPs and activate omnichannel resources effectively.
One unique feature of Impiricus is its HCP council resource, which provides a system that can deliver compliant and pre-approved conversations with HCPs. This ensures that all communications are not only effective but also adhere to all regulatory standards, so users don't have to.
The platform is designed to provide level data to fuel next-generation healthtech innovation, offering really insightful analytics that help pharmaceutical companies make informed decisions.
Improving the Patient Experience: Quick Access to Resources Directly with the Impiricus Wallet
SMS text messaging has only laid the foundation for more high-level engagement opportunities. The Impiricus team is continually building out new tech that fits into this overarching mentality of getting the right message to the right doctor at the right time. The most recent is their development of the Impiricus Wallet.
This digital wallet provides physicians the best access to material right on their home screen — no app, no browser — similar to a wallet like Apple Pay or an airline’s digital boarding pass. Whether it’s patient enrollment, medication instructions, or info on treatment or financial assistance programs, etc, Impiricus works with the Pharma company to determine the specific content their physicians need access to often and immediately, giving them easy access at all times. As the HCP preferred platform, Impiricus ensures that healthcare professionals have the tools they need to enhance patient care.
“We wanted to give physicians something they could pull up and show patients during an appointment within two seconds of needing it,” Dr. Hashmi explained. “We collaborate with the Pharma company to understand what specific content is routinely most important to their patients, and the best way to display it. Sometimes it may be a QR code or a shareable link that they can send to the patient, and we’ll craft the messaging to make sure it’s the most impactful to their patients.
Impiricus is all about creating a network of trust with more reliable and open ways to connect with HCPs,” Osama concluded. “Our technology is helping us shape the next generation of this engagement with our technology, and we’re really excited about what we know the future can hold.”
HCP Engagement is Evolving—Are You Keeping Up? To learn more about their state-of-the-art engagement technology, contact Impiricus today. And if you’re interested in complementing your HCP marketing with high-quality, high-performance digital campaigns, contact the production experts at Assemble Rx today.
The Quick FAQs
What is Impiricus?
Impiricus is a next-generation, proprietary HCP engagement platform built to connect healthcare professionals (HCPs) directly with the industry resources they need to improve patient access to care. It removes traditional communication barriers and empowers HCPs with timely, trusted, and actionable information.
How does Impiricus work with pharmaceutical companies?
Impiricus partners with life science brands to build custom, compliant campaigns that integrate seamlessly with their existing strategies. These campaigns are designed to engage stakeholders in a frictionless, physician-first manner, leading to better access, greater trust, and measurable outcomes. Why is Impiricus the preferred platform for HCPs? Impiricus was created with healthcare professionals at the center. Its design prioritizes ease of use, pre-approved and compliant content, and clear calls to action that make it easy for HCPs to access valuable resources. The result? Engagement rates up to 8x higher than traditional outreach methods.
Who founded Impiricus and why?
Impiricus was founded in 2020 by Dr. Osama Hashmi, a practicing physician and former pharma executive, and Sandy Donaldson, a commercialization expert with deep experience in the life sciences industry. Together, they saw an opportunity to redefine the HCP-pharma relationship with a platform that reflects how HCPs actually want to engage—with trust, relevance, and efficiency.
What makes Impiricus different from other engagement platforms?
Unlike traditional platforms, Impiricus is built specifically for the healthcare landscape. It combines trusted content, seamless pharma integration, and a physician-first experience to reduce friction and deliver real-world impact. Its ability to drive compliant, high-performing campaigns has made it a standout in modern HCP engagement.