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Diaceutics, a precision medicine data company, and data specialist Experian are working to expand how pharmaceutical marketers target clinicians by integrating real-time clinical data into existing media buying workflows.
Through the partnership, Diaceutics' AI-driven diagnostic audiences are now accessible via Experian Marketing Services, including its data marketplace, onboarding tools and curated media channels.
The goal is to help life sciences teams activate clinically grounded audiences without changing existing tools or processes.
Scott Phillips, vice president of RealWorld Data at Diaceutics, says diagnostically informed audiences shift that model by aligning campaigns with active points of care.
"The biggest change is timing," Phillips said. "Historically, campaigns were built around clinical activity that had already happened."
He said diagnostically informed audiences let marketers plan around clinical moments when treatment decisions are actively being made.
That shift is significant given how treatment decisions are made. Phillips notes that roughly 70% of therapy decisions occur when laboratory results are received, creating a narrow but high-value window for engagement.
Instead of targeting based on past prescribing behavior, marketers can now identify clinicians actively managing eligible patients.
The underlying data also changes how targeting is executed. Diagnostic signals are based on observed clinical events – such as biomarker results or diagnostic workups – rather than modeled inferences. Phillips said this enables more precise targeting at the clinician level.
"Targeting moves to deterministic NPI-level precision built from observed diagnostic activity rather than inferred from retrospective data patterns," he said.
Another major advantage is speed. Diagnostic data refreshes daily, allowing campaigns to adapt continuously rather than relying on quarterly performance reviews. That creates a feedback loop where campaign performance can be measured and adjusted in near real time.
The integration into Experian's marketplace is designed to reduce operational friction, which has historically slowed the adoption of advanced healthcare data. Activating these datasets previously required custom onboarding, separate identity-resolution processes and new vendor relationships.
"Through Experian, these segments are now available in the same marketplace, routed through the same identity graph, and activated across the same channels healthcare marketers already use," Phillips said. "Precision audiences now ship at the speed of a standard media buy."
THE LARGER TREND
Healthcare marketing has traditionally relied on retrospective signals such as claims and prescription data, which can lag clinical decision-making.
By embedding diagnostic intelligence into existing workflows, the collaboration aims to make clinically informed targeting more accessible at scale, while maintaining privacy standards and compatibility with current media planning processes.
The shift reflects a broader change in how healthcare marketing is evolving toward more clinically grounded, real-time engagement. Phillips said the focus is shifting from broad reach to precision at key decision points.
"Precision targeting is not really about scale in the traditional reach and frequency sense," he said. "It is about identifying the clinicians who matter most in the moments that matter most for patient outcomes."
