OptimizeRx Corp., a digital health messaging company, for the pharmaceutical industry, has formed a partnership with Birmingham's IllumiCare. IllumiCare’s Smart Ribbon platform will feature a new app from OptimizeRx that presents drug-savings opportunities that health providers and the clinical care team can distribute to the patient directly at the point-of-care. “Our collaboration with OptimizeRx will enable providers to be better stewards of health care spending,” said G.T. LaBorde, CEO of IllumiCare. “Our Smart Ribbon technology, accessible within the provider’s workflow in the electronic health record (EHR), will give providers easy access to render coupons, savings opportunities or alternate drug choices to best support the patient.” IllumiCare offers a non-intrusive electronic medical record tool that provides clinicians with patient-specific information ranging from real-time costs of procedures to predicted patient harm data.