Drive Omnichannel Decisions With Real-World Diagnostic Data and Intelligence

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Commercial teams have more data, channels and platforms than ever. But more does not automatically lead to better decisions.

At Fierce Pharma Week 2026, industry leaders explored how commercial teams can identify the signals that matter, turn insight into action and coordinate engagement around the customer journey. 

Speakers


•    Patrick Mullaney, Senior Director of Commercial Partnerships, Diaceutics
•    Nicole Benedetto, Technical Suite Lead, Campaign Orchestration & Content Development and Deployment, Jazz Pharmaceuticals
•    Niveditha Mogali, Director, Enterprise Omnichannel Analytics Capabilities, GSK
•    Parvati Vaish, Director, Crossix Strategy, Veeva

• Moderator: Marianna Shafarenko, PhD, Senior Director, US Marketing Hematology, Regeneron 

Key Highlights



The signal should change the next decision
Collecting more data is not the objective. Commercial value comes from recognizing which signals matter, understanding the decision they should inform and defining the action that follows. Omnichannel starts at the signal level. Poor inputs create noise, inefficiency and waste throughout targeting, activation and measurement. 

Relevance requires deliberate choices
More channels do not automatically create a better customer experience. Teams need to decide which audiences offer the greatest opportunity, when engagement will be most relevant and which channels not to activate. 

Six months can be enough to lose the opportunity
Insight only creates value when teams can act on it. If changing an audience, message or engagement strategy takes six months, the original opportunity may already have passed. Faster action requires clear objectives, reusable frameworks and continuous learning once activity enters the market. 

Customers experience the company, not the org chart

“The customer is really experiencing your company as a whole and not feeling your org chart.” - Nicole Benedetto, Jazz Pharmaceuticals

When data, teams and touchpoints are not coordinated internally, that fragmentation becomes part of the customer experience.

Want to engage the right HCP while treatment decisions are still forming?

Diaceutics Signal gives commercial teams visibility of therapy-relevant diagnostic activity while there is still time to act.
By identifying therapy-relevant diagnostic events in as little as 24 hours and linking them to the treating HCP, Signal helps teams focus engagement where it matters most.

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Continue the conversation

For a closer look at the targeting and timing challenge, watch our Fierce Pharma Week spotlight, Why Traditional HCP Engagement Models Are No Longer Fit for Purpose. Jordan Clark explores why historical claims data may not reveal which HCP has responsibility for a patient now, or when the next treatment decision is taking shape.

closing-the-gap

Better testing alone does not ensure that every eligible patient reaches treatment. The Close the Gap report reveals where patients are still being lost between diagnosis, treatment decisions and therapy adoption, and what needs to change to close the gap between scientific innovation and patient impact.

This is the vision behind Precision for All: making precision the standard for every eligible patient, not the privilege of the few.

Unlock the full potential of your diagnostic-driven therapy and book a meeting with our team today

We’ve been with pharma and biotech companies for over 20 years, helping them to make more informed diagnostic and therapeutic decisions based on real-world data. Our platforms and tools provide global insight from a network of laboratories across 50+ countries.

This unparalleled visibility into real-world testing helps support therapy programs across oncology, cardiology, neurology, autoimmune, rare diseases, and many more.

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