Creating FDB OptimiseRx

Here, we took the opportunity to reflect on this journey, from inception to current impact, with two original members of the team, Partnerships Manager Polly Shepperdson and Product and ITS Director Phil Verplancke.

Where did the original motivation to create OptimiseRx come from?

Phil: FDB had already seen the success of Multilex, the UK's market-leading decision support, acting as a safety net in prescribing. Next, we wanted to create something that would give clear onward guidance to time-sensitive clinicians while being completely patient-centric. It was important to us to create guidance that was not only targeted but actionable at a click of a button. 

Polly: At the time, the clinical agenda had shifted. Clinical Commissioning Groups had formed and the medicines focus was not just on saving the spend on drugs but on how prescribing was impacting wider healthcare budgets – there was real need for a precise and clinically led solution that made more use of existing patient records for intelligent systems.

OptimiseRx has developed into a market-leading solution, in place across over 70% of ICBs. Why do you think we stand out compared to others?

Polly: When we first started, the relationships we built and nurtured with our customers and early adopters was unique. It truly was a partnership built around multiple organisations’ needs, which provided value for all involved and we’ve maintained that approach over the years.

Phil: We never set out to compete with any other solution.  Our long-standing relationships with the clinical system supplier community and our expertise in the use of SNOMED CT and dm+d in electronic health records and prescribing workflows meant we were able to disrupt a market very focused on cost savings with a sophisticated clinical solution. 

How did you develop the product to bring those ideas to life?

Polly: TPP saw the unique value of OptimiseRx and realised very early on how game-changing it could be, so they partnered with us to bring these benefits into SystmOne. We worked closely with NHS colleagues, undertaking configuration with local medicines optimisation teams and collaborating on implementation with GPs and Practice Managers. 

Phil: We then needed to show NHS customers the value of our product – we did an awful lot of miles on train and by car travelling the country to build up excitement among CCGs and individual practices! We were lucky to meet some trailblazing GPs who became early adopters and gave us useful feedback.

How did that early feedback shape the way OptimiseRx is today?

Phil: It was critical that OptimiseRx was directly shaped by frontline clinicians. We used early feedback to improve user experience and make sure each type of guidance is displayed effectively and at the most efficient point within the prescribing workflow. We also worked to ensure OptimiseRx was fully integrated into the clinical workflow so users are not constantly switching between multiple applications.

Polly: Early feedback was also very positive. I remember one early adopter in Warrington was blown away by the fact she could immediately find out that a black drug was being prescribed within their patch when it shouldn’t be. That real-time knowledge of what was happening on the ground was a first for them and allowed for truly responsive decision-making. 

How much has OptimiseRx changed over the last decade?

Polly: One of the biggest changes is the level of localisation we now offer. We began with standardised national guidance, but now users are kept up to date with local recommendations and guidance at the point of prescribing and only ever see a filtered list of locally approved alternatives. Being able to provide this source of additional messages and guidance so it’s widely available to customers has been a great achievement.

Phil: We’ve also been working to increase the breadth and depth of patient data points we can look at to provide even more patient specificity – something we’re excited to share very soon. 

How do you look back on the last ten years of working on OptimiseRx?

Phil: The first three years after we launched OptimiseRx were incredibly hard work, but soon we began to receive such positive feedback that has helped us shape it even further. Watching it grow has been very rewarding. When a product is being taken up so rapidly, you know you’ve built something special.

Polly: I’m very proud. Not many days go by without people saying what a tremendous piece of technology it is, and there’s still so much more we’re co-developing with our NHS partners to respond to prescribing policies and deliver a greater impact on patient care.