Epocrates

Leading mobile medical reference platform with integrated pharmaceutical advertising capabilities

Epocrates is a leading mobile medical reference and clinical decision support platform that serves healthcare professionals, particularly physicians. The company provides point-of-care tools including drug information, disease references, diagnostic tools, and clinical guidelines accessible via mobile devices and web platforms. Originally founded as an independent company, Epocrates was acquired by athenahealth in 2013 for approximately $293 million and now operates as a subsidiary focused on physician engagement and clinical decision support within athenahealth's broader healthcare IT ecosystem. While Epocrates is primarily known as a healthcare technology platform, it operates a significant advertising business that connects pharmaceutical companies and medical device manufacturers with healthcare professionals. The platform leverages its large user base of physicians and other prescribers to deliver targeted pharmaceutical advertising, medical education content, and promotional messages. This advertising component makes Epocrates relevant to the AdTech ecosystem, specifically within the healthcare vertical, where it provides pharmaceutical marketers with access to a highly engaged, verified audience of medical professionals at the point of care. Epocrates maintains its brand identity and continues to serve millions of healthcare professionals while benefiting from athenahealth's resources and broader healthcare network. The platform remains one of the most widely used medical reference apps among U.S. physicians, making it a valuable channel for pharmaceutical marketing and medical communications.