Pharma marketers are increasingly turning to artificial intelligence (AI) to solve one of their most pressing challenges: how to identify and engage the physicians who are most likely to prescribe, at the exact moment they’re treating eligible patients. But smart engagement isn’t just about better targeting, it’s about better outcomes. For the physician, for the brand, and most importantly, for the patient.
According to McKinsey, generative and analytical AI could unlock $60–$110 billion in annual value across the pharmaceutical industry, with commercial operations among the biggest beneficiaries (McKinsey, 2024). Yet many marketing teams still rely on static segmentation models that fail to reflect real-time clinical behavior. The result? Missed opportunities, diluted messaging, and disengaged physicians.
Why Traditional Segmentation Falls Short
Most HCP targeting strategies are built on historical prescribing data or broad specialty filters. But these methods don’t account for whether a physician is currently treating a relevant patient, or whether they’re in a position to act. As Fierce Pharma notes, mass outreach often fails because it ignores real-time patient demand signals, leading to wasted spend and low engagement (Fierce Pharma, 2025).
Even predictive models like “next best action” can fall short if they don’t incorporate current diagnostic or treatment data. Physicians engage when their patients engage. Without that context, outreach risks arriving too early, too late, or not at all.
Physician Engage: Precision Targeting with Purpose
Diaceutics’ Physician Engage platform is designed to solve this problem. It uses a multimodal data approach, integrating lab, genomic, diagnostic, and real-world data to identify treating physicians within 24 hours of a qualifying diagnostic event.
Here’s what makes it different:
AI-Powered Segmentation: Physician Engage prioritizes HCPs based on real-time patient eligibility, prescribing likelihood, and clinical behavior, not just historical trends.
Laser-Focused Outreach: Campaigns are triggered by biomarker positivity or other clinical milestones, ensuring that content is timely, relevant, and actionable.
Patient-Centric Impact: Every engagement is designed to support the physician in making the best possible decision for their patient, whether that’s ordering a test, initiating treatment, or exploring new options.
This isn’t just about commercial performance. It’s about closing gaps in care. In one campaign, 55% of physicians ordered a test for the first time, resulting in 71 new patients starting therapy, patients who may otherwise have gone untreated (*Data insights sourced from Diaceutics’ client projects).
Putting the Patient at the Center
Smart data isn’t just a marketing asset, it’s a clinical enabler. By aligning outreach with the physician’s real-world context, Physician Engage helps ensure that patients receive the right therapy, at the right time.
In our recent webinar, Gunjan Aggarwal, Head of Data and Analytics at Averitas Pharma states, “We are at an inflection point where data no longer follows decisions, and it drives them.” Fierce Biotech & Diaceutics. (2025).Transforming Physician Identification: Leveraging Real-Time Data and Engagement to Reach Every Eligible Patient [Webinar]. Featuring Gunjan Aggarwal, Averitas Pharma.
This is especially critical in rare or complex conditions, where physicians may only encounter an eligible patient every few years. Without timely education, even experienced specialists may miss opportunities to act. Physician Engage bridges that gap, delivering just-in-time education that supports confident, informed decision-making.
A Smarter Framework for Engagement
To unlock the full potential of AI-powered segmentation, pharma marketers should focus on:
Multimodal Data Integration
Combine lab, genomic, claims, and EHR data to build a complete picture of patient and physician behavior.Real-Time Activation
Use diagnostic triggers to engage physicians when they’re actively treating eligible patients.Outcome-Driven Measurement
Track not just engagement, but impact - testing rates, prescribing behavior, and patient outcomes.
Let’s Make Smart Data Work for Patients
If your team is ready to move beyond static segmentation and start engaging physicians with precision, Diaceutics can help.
Reach out to explore how Physician Engage can transform your targeting strategy—and help ensure that every patient has the opportunity to receive the best therapy, at the right time.
