Diaceutics, a precision medicine data firm, has teamed up with Experian to help pharmaceutical marketers better target clinicians by bringing real-time clinical insights into existing media buying systems. Through this collaboration, Diaceutics’ AI-powered diagnostic audience data is now available within Experian Marketing Services, including its marketplace and activation tools, allowing life sciences teams to use more clinically relevant targeting without overhauling their current workflows. According to Scott Phillips, vice president of RealWorld Data at Diaceutics, the key shift is in timing—moving away from campaigns based on past clinical activity toward engagement aligned with moments when treatment decisions are actually being made.
This approach reflects how care decisions happen in practice. Around 70% of therapy choices occur when lab results are received, creating a narrow but critical window for engagement. Instead of relying on historical prescribing patterns, marketers can now identify clinicians who are actively treating patients who may be eligible for specific therapies. The data behind this targeting is based on real clinical events, such as diagnostic tests and biomarker results, rather than inferred models, enabling more precise outreach at the individual clinician level.
Another important benefit is speed. Diagnostic data updates daily, allowing campaigns to be continuously refined rather than adjusted only during periodic reviews. By integrating these capabilities into Experian’s existing ecosystem, the partnership removes many of the operational barriers that previously limited adoption, such as complex onboarding processes and separate data integrations. This means advanced targeting can now be executed as easily as a standard media buy. More broadly, the collaboration highlights a shift in healthcare marketing away from delayed, retrospective data toward real-time, clinically grounded engagement, with a growing emphasis on reaching the right clinicians at the most impactful moments for patient care.
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