HealthLink Dimensions Taps Diaceutics Data to Sharpen HCP Outreach

Hot on the heels of a new Diaceutics report on data-driven strategies for improving healthcare professional targeting in rare disease campaigns, the company is lending its expertise to a collaboration similarly focused on boosting HCP outreach. 

Lab data from Diaceutics has been integrated into HealthLink Dimensions’ HealthLink Profile, the duo announced Thursday, adding real-world diagnostic testing data to the HCP dataset and activation platform.  

HealthLink clients will therefore be able to tap into clinicians’ diagnostic activity, potentially allowing them not only to build more relevant audiences but also to reach those HCPs earlier and with more resonant messaging—an improvement that may be especially crucial in complex and specialty therapeutics, per the release. 

That echoes the core aim of Diaceutics’ new report, which was published Wednesday and posits that HCP targeting in rare disease campaigns, in particular, must be based on more than just claims data. 

Claims-only targeting is inherently limited by its historical nature—singling out clinicians that have taken actions in the past, not necessarily those who will in the future—and by the fact that a significant amount of rare disease care occurs beyond billable events, not to mention how even the largest claims datasets are typically incomplete, according to the paper. 

Instead, Diaceutics proposes a combination of claims history with a variety of other information to better reach HCPs while they’re still in the process of providing care and thus may be more receptive to campaign messaging. 

In a case study described in the report, Diaceutics worked alongside a pharma company partner to boost HCP targeting in a rare disease campaign after a claims-only strategy proved less than successful. Rather than immediately diving into clinical data, they started by building a map of the disease’s clinical journey to redefine the most clinically relevant datapoints beyond claims. 

That process highlighted a handful of sources that can flesh out which HCPs are actively engaging with patients and how—including via longitudinal lab data and care team handoffs—all guided by tracking the long-term connections between patients and providers. 

With that new framework in hand, Diaceutics and its partner were able to generate a new target list prioritized not by past billing activity but by which clinicians were still actively treating the disease, effectively flipping much of the original list’s deciling on its head. 

The new approach uncovered many clinicians who weren’t initially receiving much of the pharma’s commercial attention due to a lack of recent claims but who were in fact highly relevant as campaign targets, as demonstrated by the added clinical data. 

“In rare, chronic disease, this distinction is decisive. Relevance is not defined by the last claim. It is defined by who is actively managing patients at the moment treatment decisions are being revisited—and where incremental engagement can still change outcomes,” the report concludes. 

solli’s Final Thoughts 

There’s a growing push in pharma media to engage HCPs at precise moments of clinical decision-making—as opposed to merely bombarding target lists with messaging and hoping it sticks until the next time they’re writing a prescription. 

Data vendors, tech developers and others in the pharma media ecosystem are actively exploring how, exactly, to pinpoint those moments of clinical intent.

Potentially most successful, as evidenced by Diaceutics’ report, will be those that think outside the claims data box to seek out other signals of active clinical engagement, as well as those who develop tools and strategies capable of intervening when those signals reach relevant peaks.