Discover new opportunities for your products with healthcare market data

The healthcare landscape is rapidly evolving with new technologies, changing regulations, and an increasing focus on patient-centric care. Successful companies adapt to these changes and maneuver ahead of key trends using healthcare market data.

Comprising a variety of healthcare claims, reference, and affiliations data, HCI can help sales and marketing teams gain concrete insights and drive growth. This blog, adapted from our e-book, “The comprehensive guide to leveraging healthcare data for sales and marketing success,” examines how data can specifically help organizations across the healthcare landscape find new markets and sales opportunities.

Want a detailed look at the role of healthcare data throughout the sales and marketing process? Check out the full e-book. If you just want the highlights, keep reading to learn how data can help you discover new markets.

Why healthcare market data matters for growth

Healthcare markets are complex. Care delivery is fragmented across settings, from hospitals and ambulatory surgery centers (ASCs) to nursing homes and clinics.

Provider organizations span independent practices, health systems, and integrated delivery networks (IDNs), each with different ownership models. Also, buying decisions increasingly involve multiple stakeholders, from clinical leadership to finance and operations.

In this environment, growth depends on more than surface-level market research. Companies need healthcare-specific intelligence that reflects how care is actually delivered, billed, and reimbursed.

That’s where healthcare market data comes in. Data that brings together claims, provider, facility, and affiliation data to help sales and marketing teams understand where demand exists today and where it’s emerging next.

Instead of reacting to market shifts after they happen, organizations can use healthcare market intelligence to anticipate change, identify white space, and allocate resources where they’re most likely to drive revenue.

The types of data that reveal new opportunities

Data is woven into the fabric of modern healthcare, both as a byproduct of myriad patient care processes and as a tool for improving those processes. It can help solve staffing issues, spot services where demand is rising, address provider staffing challenges or care delivery gaps, and ultimately lead to better care delivery.

But not all data helps you find growth. The real value of data comes from how the right datasets work together to create a more complete picture of the healthcare market. To get the clearest picture of the industry, you’ll want to pull from multiple types of data:

• Healthcare market data helps you understand market size, access and pricing trends, and the competitor landscape.
• Medical and prescription claims show what care is being delivered, where it’s happening, and how volumes change over time. It can point to shifts in care sites, fast- or slow-growing procedures, service lines that haven’t reached saturation, or underutilized drugs and therapies.
• Provider and facility data explain who is delivering that care (or not), how organizations are connected, and where decision-making power sits.
• Referral data shows not just clinical activity, but flow—how patients and services move through the healthcare system.
• Consumer data delivers insights on health consumers, including demographics and social determinants of health (SDOH), to guide marketing and targeted intervention.

Combing these datasets is often where overlooked opportunities live, especially for teams relying on a single source of truth.

How to identify high-value accounts and markets

When claims trends are viewed alongside affiliations and organizational structure, sales teams can spot markets where demand is rising and their solutions have the best shot at capturing share. Marketing teams can see demand building or falling in regions shaped by demographic shifts, disease prevalence, or care migration.

That kind of layered analysis can surface signals like:

• Outpatient procedures accelerating faster than inpatient care in specific markets
• Independent practices consolidating into IDNs, changing how buying decisions get made
• Individual surgeons or service lines driving outsized growth within a system

Instead of broad, territory-based targeting, teams can build account strategies rooted in real utilization and demand.

Turning market data into sales and marketing action

Data matters only if it changes what teams do next.

Sales teams use healthcare market data to prioritize accounts based on actual opportunity size, not legacy spend or assumptions. Claims-driven insight can help reps focus on providers and facilities where diagnosis and treatment align with their portfolio and market share is still in play.

For example, a sales rep might target surgeons performing a certain number of knee replacements in a region where competing implant brands have limited adoption or engage a hospital system that’s expanding its catheterization labs.

Marketing teams can draw from the same intelligence to build campaigns that speak to real challenges like targeting areas with growing orthopedic needs, highlighting solutions that ease staffing constraints, or showcasing interventions that reduce hospital readmissions rather than relying on generic value propositions.

Segmentation becomes sharper. Messaging becomes more relevant. When sales and marketing operate from shared intelligence, execution gets faster and more consistent across the funnel.

Building a scalable, data-driven growth strategy

Healthcare doesn’t stand still. Regulation shifts. Population health needs change. Sites of care move. Every change reshapes where opportunity exists.

The right healthcare market data gives organizations visibility into those shifts as they happen. By tracking early demand signals, teams can adjust strategy before growth slows or competitors move in.

The strongest organizations don’t treat healthcare market intelligence as a one-off research project. They build it into planning, targeting, and performance measurement, using data to guide decisions across the commercial lifecycle.

Learn more

Want to get a hands-on demonstration of healthcare market intelligence tailored to your unique needs? Book a demo of the Definitive Healthcare product portfolio today, and see how our data and analytics can help you achieve your sales and marketing goals.