OptimizeRx price target lowered to $16 from $20 at Roth MKM

Roth MKM analyst Richard Baldry lowered the firm’s price target on OptimizeRx (OPRX) to $16 from $20 and keeps a Buy rating on the shares. The company’s Q3 result was again light on revenues as its direct-to-consumer segment saw a material shift away from more expensive managed services to self-service, the analyst tells investors in a research note. 2024 is seen as a “lost year” for OptimizeRx, though the firm expects 2025 breakouts for both revenues and earnings as DAAP revenues scale, Roth added.