Dive Brief:

• Electronic medical records (EMRs) could be the next marketing frontier with new sponsored pop-ups. 
• EMR startup Practice Fusion, Inc. sells yellow pop-up ads—from brands like medical corporation Merck—that alert physicians when a patient is due for a vaccination. 
• The sponsored pop-ups helped Merck grow vaccination sales by 73% in the four-mouth trial last summer. 

Dive Insight: 

Integrating marketing into EMRs will open up a whole new world for related advertisers. The pop-ups are smart because they help the physicians in addition to pushing a product. The EMR model could certainly be modified to work in other industries that utilize similar software. The healthcare industry is one to watch for new advertising advancements.