A computer program product is configured to operate a pharmacy Interactive Voice Response (IVR) system in response to a telephone call by a caller to the pharmacy IVR system, the computer program product comprising a computer usable storage medium having computer-readable program code embodied in the medium, the computer-readable program code comprising:
- computer-readable program code that is configured to identify a targeted message comprising a message that relates to a study for playing to the caller using predefined criteria that are based on an identification of a pharmaceutical prescription by the caller.