Achieving ROI With Clinical Propensity Model Targeting

A university-based health system sought to expand personalized patient engagement to increase hip, knee, and total joint replacement procedures, needing to understand patient journeys for optimally timed, channel-appropriate messaging. It used Definitive Healthcare's Population Intelligence product to identify consumers with clinical interest in relevant conditions, combining first- and third-party data such as clinical interest and social determinants of health, and deployed multi-channel messaging via direct mail, email, and paid search. The campaign achieved a "12.6 times revenue return on investment" and a "sixfold margin return on investment," with direct mail, email, and paid search combinations proving most effective. Pilot results demonstrated the strategy could be scaled to additional service lines.

The customer is anonymised in Definitive Healthcare’s own case study — not withheld by us.

Definitive Healthcare is a claims and provider-reference data platform used by pharma commercial teams for go-to-market planning and sales targeting.

This sits in the Data Providers stage of the AI use-case lifecycle: Named examples from the real-world-data, claims and competitive-intelligence providers pharma AI systems are trained on, benchmarked against, or run inside of.