Session Recap: Advanced Analytics & Customer-Centric Strategies – Key Takeaways from Courtney Seal at Future Pharma 2025

Courtney Seal, Senior Marketing Manager and Omnichannel Lead for Ultra-Rare Medicines at Amgen, took center stage at Future Pharma 2025 for the keynote “Using Advanced Analytics to Drive Customer-Centric Pharma Strategies.” The session explored innovative ways data and analytics can transform engagement, diagnosis, and outcomes in rare diseases. For pharma leaders navigating the ultra-rare medicines landscape with highly segmented patient populations, this topic is increasingly vital. 

Key Takeaways

1. Segmentation is Fundamental in Rare Disease

With patient populations sometimes as small as 545 individuals, Courtney emphasized the necessity of audience segmentation in ultra-rare disease marketing. By parsing claims data and differentiating between institutional and community-based healthcare providers, pharma teams can position the right message in front of those most likely to impact diagnosis and treatment.

2. Data Drives Precision Engagement

Data analytics empower marketing teams to look beyond standard codes and pinpoint providers who encounter rare conditions. Courtney explained how her team partners with analytics experts to filter claims for clues, such as the DHR test, enabling hyper-targeted outreach that gives physicians relevant, timely information, ultimately aiding faster, more accurate patient diagnoses.

3. Personalization Trumps Scale

Although pharma often aims for reach, in ultra-rare diseases, personalized engagement is paramount. The goal shifts from getting every patient onto therapy to enabling prompt diagnosis with the most appropriate options for each individual, leveraging data to refine messaging by specialty, geography, and writing habits.

4. Connecting Care Networks Remains a Challenge

Courtney addressed the inherent difficulty in linking referring physicians to KOLs in rare disease states. With expertise concentrated among only a few clinicians and thousands more potentially missing cues, establishing effective referral pathways is an ongoing project that underscores the need for innovative data strategies.

5. Diagnostic Journeys Take Years

A significant challenge in the field remains extensive diagnostic delays. For CGD and similar conditions, patients often wait eight to ten years on average for a diagnosis—particularly those with atypical illness or milder symptoms. This highlights the importance of empowering both physicians and patients for proactive advocacy and education.

In Their Words

“Looking for these patients is looking for a needle that’s in a haystack of needles while a tornado’s going around with a specific eye hole because they’re so incredibly rare.”
— Courtney Seal, Senior Marketing Manager, Ultra-Rare Medicines Omnichannel Lead, Amgen

Why It Matters

Ultra-rare disease marketing represents some of the most complex and high-impact work in pharma today. Courtney’s session revealed how advanced analytics and deep segmentation are pivotal to overcoming barriers like diagnostic delays and fragmented care. These insights equip pharma marketers, clinicians, and business leaders to rethink traditional strategies, shifting from broad reach to personalized, timely, and data-driven campaigns.

As both regulatory pressure and patient advocacy grow, leaders in this vertical must adopt cutting-edge tools and tactics to not only reach but truly serve both physicians and patients navigating rare disease landscapes.

Actionable Insights

• Build robust segmentation protocols: Leverage claims and behavioral data for targeted engagement.
  
• Partner with analytics experts: Translate complex data into practical marketing actions.
  
• Develop community-focused education: Prioritize resources on peer connection and advocacy.
  
• Design campaigns for personalization: Tailor messaging by specialty, geography, and provider type.

Explore What’s Next in Pharma

Eager for more future-facing strategies from Future Pharma? Learn more about the event or catch up on other keynotes for actionable ideas every pharma marketer needs.