Precision over presence: Why personalization at scale is a commercial imperative
In today’s competitive therapy landscape, pharma marketers face a critical challenge - how do they move beyond broad awareness campaigns and deliver personalized, timely engagement that influences prescribing behavior? Despite having access to mature digital channels, many teams still struggle with dynamic audience segmentation and real-time execution. The result? Missed opportunities, fragmented messaging, and underwhelming impact.
Personalization at scale is no longer optional, it’s the key to commercial success. As therapies become more personalized and diagnostic pathways more complex, marketers must tailor their outreach to reflect individual HCP needs, behaviors, and readiness to act. DXRX Physician Engage supports this by delivering precision targeting and personalized messaging at scale, helping marketers connect with the right HCPs at the right moment in their clinical journey.
The execution gap: Why timely outreach still eludes marketers
Only a minority of companies are using real-time clinical or behavioral triggers to inform outreach (Veeva Pulse, 2023), despite 88% citing a high level of interest in analytics and AI to optimize HCP targeting (Digital Health Coalition, 2025). This disconnect between strategic ambition and operational capability is one of the biggest barriers to effective HCP engagement.
Marketers often have access to the right channels but lack the infrastructure to act on real-time data. Without dynamic segmentation and timely activation, even well-crafted campaigns risk falling flat.
At Johns Hopkins Medicine, AI tools like ambient scribing and decision support systems are already enhancing physician workflows and patient engagement. By integrating data from labs, testing, and clinical conversations, these tools help physicians focus more on patient care and make better-informed decisions (Johns Hopkins Medicine, 2025). This underscores the urgency of enabling smarter, data-driven engagement. The first goal is to empower physicians to make well informed and timely decisions with outreach that triggers within 24 hours of key diagnostic events to maximize relevance and impact, improving patient outcomes and ultimately bringing commercial impact.
From multi-modal AI-driven data to strategy: Building smarter engagement flows
Scalable personalization requires more than just data, it demands orchestration. Effective engagement flows are built on three pillars:
- Advanced segmentation: Going beyond basic demographics to include prescribing behavior, diagnostic triggers, and digital preferences.
- Multimodal AI-driven data: Integrating lab, genomic, claims, and EHR data to deliver real-time, actionable insights, enabling engagement at key clinical moments across the patient journey.
- Consistent messaging: Aligning digital, content, and field teams to deliver unified, relevant communications across every touchpoint.
Real-world examples from Diaceutics found that physicians, when segmented and engaged through targeted, integrated, multi-modal campaigns combining digital content, peer-to-peer education and real-time data can show a 35.6% increase in new prescriptions (Diaceutics Webinar, 2025) - by aligning digital, content, and field teams to deliver unified, relevant communications across every touchpoint. Physicians are often dissatisfied with generic content, highlighting the need for tailored, timely messaging to achieve better connection and chances of changing behaviors.
Internal alignment: The hidden driver of personalization success
Technology alone doesn’t drive personalization, teams do. Many pharma organizations operate in silos, with digital, content, and field functions working independently. This fragmentation undermines personalization efforts and leads to inconsistent messaging, slower adoption, and eligible patients falling through the cracks.
Diaceutics helps bridge these gaps. With a multi-modal AI-driven data approach, Diaceutics enables pharma marketers to activate the right HCPs with the right message, at the right time in the moments that matter. Our solutions integrate seamlessly across digital and field channels, ensuring that every engagement is timely, relevant, and commercially impactful – reaching physicians within 24 hours of a diagnosis and in the vital moments before a treatment decision is made.
Looking ahead: Turning potential into performance
Personalization at scale isn’t just a buzzword, it’s a commercial imperative. In a recent survey, 85% of pharma leaders described AI as an “immediate priority”, indicating strong recognition for the importance across the sector (Fierce Pharma, 2025). Diaceutics empowers marketing teams to close this gap by working with multi-modal AI, real-time HCP and patient insights, transforming reactive campaigns into proactive influence strategies that drive measurable outcomes.
Let’s talk
If your team is ready to move from fragmented outreach to precise real-time engagement, Diaceutics can help. Reach out to a member of the Diaceutics team today to explore how our data-driven solutions can unlock smarter targeting, stronger HCP relationships, and better commercial results.
References
- Veeva Pulse Field Trends Report, 2023.
- Digital Health Coalition, 2025. Predicting 2025 Trends.
- Johns Hopkins Medicine, 2025, August 20. New Method Advances Reliability of AI with Applications in Medical Diagnostics.
- Diaceutics Webinar: Transforming Physician Identification lp.diaceutics.com/webinar-2025-24-june-catch-up/
- Stanford Institute for Human-Centered AI, 2024. AI Index Annual Report.
- Fierce Pharma, 2025, July 10. Strategic Use of AI in Healthcare and Pharma Drives Market Advantage.
