In pharma marketing, timing is everything. A physician’s readiness to act, whether to order a test, initiate treatment, or explore a new therapy, is often fleeting. Yet, despite the growing sophistication of digital engagement, many commercial teams still struggle to bridge the gap between target HCP interest and meaningful field follow-up.
This disconnect is more than operational, it’s strategic. When signals from digital campaigns aren’t translated into coordinated action by sales or medical science liaisons (MSLs), momentum is lost, and opportunities to influence testing behavior slip away.
The Coordination Challenge
Marketers consistently report poor alignment between triggered HCP engagement and field team activation. A physician may engage with a webinar, open an email, or click through a clinical case study, but without a system to flag that interest and route it to the appropriate field contact, the moment passes.
According to Accenture, only 34% of pharma companies say their field teams are equipped with real-time insights from digital channels, despite widespread investment in omnichannel platforms (Accenture Life Sciences Pulse Survey, 2024). This lack of integration leads to fragmented experiences and missed chances to reinforce clinical messaging at the point of decision.
From Signal to Strategy
To close this gap, pharma teams must operationalize HCP signals, turning digital engagement into actionable intelligence for field teams. That means:
Defining meaningful triggers: Not every click warrants a follow-up. Teams must identify high-value signals, such as engagement with peer-authored content, diagnostic education, or therapy-specific materials.
Establishing clear workflows: Signals should be routed to the right field contact, whether sales, MSL, or access, based on the physician’s specialty, location, and engagement history.
Timing the outreach: Follow-up should occur within a clinically relevant window, ideally aligned with the physician’s current patient caseload or diagnostic activity.
This isn’t just about speed, it’s about relevance. A well-timed conversation can reinforce digital messaging, clarify clinical questions, and support prescribing confidence.
How Physician Engage Enables Seamless Activation
Diaceutics’ Physician Engage platform is designed to make this handoff seamless. By combining diagnostic intelligence with real-time engagement tracking, it identifies therapy-relevant physicians and flags meaningful signals for field teams.
Here’s how it works:
Signal detection: The platform monitors HCP interactions with educational content, diagnostic triggers, and peer-led materials.
Contextual routing: Signals are matched to the treating physician’s NPI and routed to the appropriate field contact, complete with engagement history and clinical context.
Activation support: Field teams receive tailored insights to guide conversations, whether reinforcing testing protocols, discussing therapy options, or addressing access barriers.
This approach ensures that every follow-up is informed, timely, and clinically relevant, turning passive engagement into proactive influence. Gosia Leitch, VP of Engagement Solutions at Diaceutics highlighted the impact of this in a recent webinar, “We gather this information about biomarker-positive patients, match it with the NPI number of the treating physician, and this exact physician receives laser-focused digital education within 24 hours from patient testing positive. The opening rates are between 30–40% from our experience, and because of this we can drive better testing and better treatment.” Fierce Biotech & Diaceutics. (2024). Optimize your Physician Engagement Strategy: Data-Driven HCP Education in Precision Medicine [Webinar].
Why It Matters for Patients
At the heart of this strategy is the patient. When HCP signals are missed or delayed, treatment decisions may be postponed, and eligible patients may not receive the care they need. By aligning digital engagement with field activation, pharma teams can support physicians in making timely, confident decisions, ultimately improving patient access to precision therapies.
Let’s Make Every Signal Count
If your team is ready to close the loop between digital engagement and field execution, Diaceutics can help.
Reach out to explore how Physician Engage can support smarter signal detection, seamless handoffs, and better outcomes for physicians and the patients they serve.
