Why do EHR campaigns have low or no CTR?

Most EHR (Electronic Health Record) platforms restrict the use of clickable macros as a safeguard to ensure smooth, uninterrupted interactions between healthcare professionals (HCPs) and their patients within those systems. The rationale behind this restriction is to prevent HCPs from inadvertently clicking on in‑platform messages or banners, which could break their workflow, distract them from patient care, or redirect them away from the EHR environment altogether. By limiting interactive elements, these platforms prioritize clinical focus and data integrity over external engagements or promotional actions.

In the context of point‑of‑care (POC) advertising networks, this limitation means that CTAs (calls‑to‑action) are only available on a subset of EHR platforms that do allow some form of interactive messaging or embedded links. As a result, the overall click‑through rates (CTR) for POC campaigns tend to be relatively lower compared to other digital channels where clickable CTAs are more widely supported. This constrained CTA availability not only reduces opportunities for direct engagement but also limits the ability to drive immediate post‑impression actions, making view‑through and brand‑impact metrics especially important for evaluating the effectiveness of POC‑delivered campaigns.