Behind the Content: The Expertise Powering FDB OptimiseRx
At the centre of maintaining this balance is our dedicated in-house team of pharmacists, pharmacy technicians, clinical researchers and informaticists who understand both the clinical and operational realities of prescribing. Their focus is to ensure that every message delivers meaningful cost-saving, safety or best-practice insights at the point of care or clear guidance on formulary - without adding unnecessary noise.
Built by experts who understand real-world prescribing
Behind the scenes, this team is continuously working to keep content accurate, relevant and aligned to the latest standards. Clinical codes, particularly SNOMED, are updated regularly, ensuring alignment with the latest standards and terminology. Products included in the messages are also updated in line with both pricing and dm+d changes.
This removes the need for local teams to manually track and implement changes themselves, saving valuable time and reducing the risk of clinicians relying on outdated or inconsistent content.
Their work, however, goes beyond simply keeping information up to date. Every message is designed to deliver genuine value at the point of prescribing.
“We know that one of the biggest challenges for clinicians is alert fatigue. When too many messages appear, or when they don’t feel relevant, they’re more likely to be ignored,” explains Laura Rodriguez Blanco, Clinical Content Lead for OptimiseRx. “That’s why we focus on ensuring every message has a clear purpose and avoids unnecessary duplication.”
Making content easier to manage at scale
We recognise the pressure on teams managing large, complex formularies and clinical guidance. Maintaining thousands of individual messages can be difficult to control, time-intensive to maintain and challenging to keep consistent.
By intelligently grouping formulations and brands into a single, cohesive message, OptimiseRx significantly reduces the volume of content that needs to be managed. This helps minimise duplication and simplifies profile management without compromising on clinical detail.
At the same time, by incorporating conditional logic into messaging, recommendations can adapt to specific clinical scenarios. Rather than relying on broad, drug-based prompts alone, messages reflect the patient context, helping ensure that what appears on screen is appropriate and actionable.
Providing flexibility, while maintaining quality
Whether it's a local initiative or a new clinical focus, medicines optimisation teams need the flexibility to request and shape content in line with their priorities.
That’s why we offer a clear and collaborative way for organisations to request new messages based on local needs, with full visibility throughout development. Rather than requiring NHS organisations to author content independently, requests are built by our experts, ensuring they meet the same high clinical standards while reducing workload for local teams.
At the same time, content that no longer adds value - such as messages with no meaningful cost or clinical benefit - is proactively removed. “This avoids the need for profile managers to conduct ongoing manual review of outdated or ineffective messages and helps us maintain confidence in the recommendations we present to clinicians,” Laura explains.
We’re also continually exploring new ways to make sure clinical content is responsive, efficient and easier to optimise over time, including emerging AI-driven approaches where these can add real value for customers.
The difference expertise makes
By combining decades of clinical expertise with a deep understanding of how healthcare works in practice, our aim is to reduce administrative burden, minimise alert fatigue and support better patient outcomes.
For more information on OptimiseRx, get in touch.
