Our team had a great time at HCIC connecting with healthcare marketers, digital teams and consumer experience leaders. The conversations were practical, honest and focused on what people are actually trying to solve in their day-to-day work.
Many teams told us the same thing. They are expected to improve targeting and measurement, but most of the data they have to work with is limited or built on broad assumptions. That creates friction for anyone trying to reach the right patients, grow service lines or prove the impact of digital campaigns.
At our booth, we showed how verified, HIPAA compliant real-world data supports more accurate physician targeting. HealthVerity Audiences lets teams build HCP audiences based on real clinical activity rather than modeled behavior. This includes verified diagnoses, procedures, prescription activity and specialty information. Marketers can:
- Identify physicians who are actively treating the conditions tied to their campaigns
- Understand how they manage specific patient pathways
- Reach them in market with far more confidence
It gives teams a practical way to focus on the physicians who can influence referral patterns and service line growth.
The HealthVerity team at HCIC conference 2025.
What people cared about most
Patient audience targeting
Teams wanted a way to find prospective patients based on real diagnoses, procedures and pharmacy activity. This helps avoid broad lookalike models that do not always match the clinical intention of a campaign.
HCP audience targeting
Neal had several conversations about this. Many groups are competing for the same patient populations and feel pressure to encourage physicians to refer patients to the right programs or service lines. They want a practical way to reach verified providers based on real clinical behavior, not projected data.
Closing the loop on campaign impact
Neal also heard a recurring theme. Teams need a way to confirm whether their digital spending leads to meaningful results. They can get a campaign in market, but tying exposure back to real actions is still difficult. Verified claims activity helps fill that gap by connecting outreach, referral behavior and downstream activity.
Media measurement
People shared that they often rely on incomplete or delayed signals. Verified claims activity helps confirm whether the right audiences were reached and whether the campaign generated the intended outcomes.
Media network services
Some organizations were exploring new revenue opportunities. Standing up a privacy safe digital media network on their existing properties felt like a realistic option, especially for teams with tight budgets.
What we heard across the conference
Accuracy came up in almost every conversation. Not the buzzword version, but the operational version. People want to know that the audiences they build match real clinical behavior and that their measurement tools can back up the results they report. We also heard that teams want support without extra complexity. They want reliable data, straightforward workflows and clarity around compliance. That aligns with our approach to verified data, which focuses on coverage, transparency, and stability.
The conference coincided with Veterans Day on November 11th. Thank you all for your service.
Stay in touch
If we met at HCIC, thank you for stopping by! We enjoyed the conversations and the chance to learn more about your work.
If you want to continue the discussion or explore how verified data can support your marketing and digital plans, explore HealthVerity Audiences or get in touch. We are happy to help you think through next steps.
