At the Fierce Pharma Week, the air buzzed with conversations around data-driven transformation in healthcare marketing. Among the voices shaping that conversation was Mike Julian (MJ), Director of Audience Activation Partnerships at Definitive Healthcare, who joined Doceree Dialogue, Episode 2 - The New Definitive | Redefining HCP Engagement beyond Data, to discuss how his company is reimagining healthcare data and audience engagement.
Definitive Healthcare’s transformation has been fueled by a series of strategic acquisitions—Populi, Monocl, and others—that have added new layers of capability to its offering. Populi brought advanced consumer and HCP (healthcare professional) targeting using probabilistic modeling, while Monocl introduced a rich Key Opinion Leader (KOL) dataset.
Yet, as MJ points out, the real innovation lies not in the quantity of data but in how it’s interpreted. “Everyone talks about more data—claims data, publication data, affiliation data—but it’s not about how much you have. It’s about how you synthesize connections between them. For example, how KOLs are funded, how they’re related, and the strength of those relationships. That’s where insight—and value—truly live.”
This approach transforms data from static information into a living intelligence ecosystem. By connecting and visualizing relationships between physicians, systems, and patient populations, Definitive Healthcare empowers its clients—pharma brands, agencies, and healthcare marketers—to move beyond surface-level segmentation toward insight-driven engagement.
One of MJ’s most compelling ideas is viewing HCPs not just as prescribers but as consumers with individual media behaviors and preferences. “It’s not about just serving ads to fewer physicians—it’s about serving the right message, in the right channel, at the right time,” he says.
Using probabilistic modeling, Definitive Healthcare can identify not only which physicians are likely to treat certain patients but also how those physicians prefer to consume information—whether on connected TV, LinkedIn, Facebook, or other platforms. This human-centered lens turns data science into empathy, understanding the physician beyond their white coat.
At the same time, the company’s data scientists are going beyond the claim—combining de-identified claims data with de-identified consumer insights to understand patient journeys before they even appear on a claim. “Sometimes we need to target physicians before their patients become a claim,” MJ explains. “That requires understanding all the small steps leading to a diagnosis or treatment decision. For instance, bariatric surgery can take two years of consultations and referrals before it happens—data helps us identify those moments earlier.”
A cornerstone of Definitive Healthcare’s strategy is what MJ calls pathway analysis—the mapping of referral patterns between primary care providers, specialists, and behavioral health professionals. This insight helps marketers identify not just who to reach, but where influence flows within care networks.
“Primary care often refers into behavioral health,” he says. “Understanding those shared patient relationships helps agencies and pharma brands avoid wasted spend and focus on the physicians who truly influence outcomes.”
This depth of insight enriches not just marketing segmentation, but trust and credibility between agencies, clients, and end audiences. It ensures campaigns are both precise and ethical, reducing waste while improving patient impact.
MJ also highlighted the growing synergy between Definitive Healthcare and Doceree, emphasizing how the partnership expands accessibility and activation. Through Doceree’s marketplace, Definitive’s audiences and datasets become available to a wider array of healthcare advertisers and agencies—democratizing data use.
“Not everyone can buy massive claims datasets or hire a team of data scientists,” MJ notes. “Platforms like Doceree’s allow us to bring our digital capabilities to more partners and, in turn, drive value for advertisers. It’s a win-win.”
He’s equally enthusiastic about Doceree’s new Data IQ product, describing it as a natural evolution in healthcare analytics. “It’s the brainchild of intent, claims, and engagement data all coming together. I see huge potential in connecting our KOL datasets into that ecosystem.”
Asked what superpower he’d choose to make HCP engagement more impactful, MJ’s answer was both human and forward-looking. He’d address clinician burnout—the quiet crisis affecting the very professionals healthcare marketers hope to engage. “It’s hard to get physicians to take action when they’re overwhelmed. If we can help solve burnout—through legislation, technology, or support—we make the entire system more effective.”
His second wish: more thoughtful AI legislation in healthcare marketing. “The industry needs laws built with AI in mind. Without that, innovation risks being stifled.”
Mike Julian’s conversation underscores a simple truth: the future of healthcare marketing lies not just in data accumulation but in connection, context, and compassion. The “new Definitive Healthcare” represents this evolution—a data powerhouse turned strategic enabler, transforming how the industry understands and engages both physicians and patients.
Definitive Healthcare has long been recognized for its robust reference and affiliation datasets—the backbone of its insights into how hospitals and healthcare systems are interconnected. But as MJ explains, the company has evolved far beyond that legacy. “We’re not the same Definitive Healthcare we were 10 years ago,” he says. “If you haven’t looked at us in a while, it’s worth taking a second look. We’ve acquired, integrated, and expanded into digital activation and probabilistic modeling—and the results speak for themselves.”
As partnerships like the one between Definitive Healthcare and Doceree continue to expand, the path forward for healthcare communication looks smarter, more human, and decidedly more impactful.