Precision in partnership: Creating value in every touchpoint

Turning employer data into employer trust across the healthcare ecosystem.

In healthcare, precision isn’t just about data — it’s about connection.

Every message, campaign, and conversation is a chance to build trust with the employers, partners, and advocates shaping how care reaches people.

But precision is harder than ever to achieve.

Healthcare organizations are navigating a more dynamic and demanding employer landscape. Rising costs, shifting care settings, and evolving benefits priorities are reshaping how employers make decisions—and how healthcare organizations must engage them. According to KFF’s 2025 Employer Health Benefits Survey, annual family premiums for employer-sponsored coverage reached $26,993, up from ~$25,572 in 2024—a 6% increase that outpaces wage growth (~4%) and inflation (~2.7%). Recent employer strategy surveys indicate growing pressure to contain rising costs and evaluate new delivery models — especially as pharmacy spend and chronic condition trends reshape benefits decisions.

At the same time, data quality challenges create avoidable friction. Many teams rely on datasets that are technically “accurate” but contextually wrong — missing key roles, misidentifying decision-makers, or confusing lookalike functions (like managed services vs. managed care) that lead outreach astray. A majority of healthcare leaders identify fragmented or incomplete data as a major barrier to effective analytics and engagement.

Data accuracy is table stakes — but precision is what drives growth.

And in healthcare, precision requires aligning strategy, messaging, and timing with exactly the right stakeholders:

• Health systems preparing for a service-line expansion, facility opening, or competitive market shift
• Hospitals and ASCs navigating M&A or responding to site-of-care migration
• Health tech platforms trying to land on brokers’ and employers’ radars during contracting season
• Healthcare agencies and consultancies developing employer-focused campaigns that rely on trustworthy data for client communication initiatives.
• Advocacy organizations activating benefits leaders around prevention and chronic disease awareness

These aren’t generic B2B audiences. These are healthcare-specific networks of influence, operating through unique decision-making structures and cost pressures.

These are healthcare-specific networks of influence, operating through unique decision-making structures and cost pressures. And employer expectations are rising fast: Business Group on Health reports that 82% of employers surveyed are now prioritizing high-value care navigation, and taking meaningful action to evaluate new cost-containment partners in the next benefit cycle.

Why precision in partnership matters

Precision in partnership is about more than trustworthy records — it’s about the moments that data enables.

Here’s what precision makes possible — now with supporting data:

• Campaigns convert faster — Personalized healthcare landing pages convert at ~7.4% compared to ~3–4% for generic outreach.
• Conversations become more meaningful — Segmented healthcare emails achieve ~21.48% open rates and ~2.69% CTR, significantly outperforming unsegmented sends.
• Trust grows across every touchpoint — avoiding misfires like reaching out to a retirement benefits contact instead of the team managing health benefits strengthens credibility immediately.
• Organizations avoid misalignment that wastes resources — Gartner shows sales teams lose significant time to data and workflow friction, and HubSpot finds marketers spend 3.5+ hours per week organizing data instead of driving growth.
• Outreach becomes measurable, repeatable, and scalable — Data-driven personalization consistently increases engagement and ROI across healthcare marketing efforts.

And this isn’t just theoretical. McKinsey estimates that employers influence more than $800 billion in healthcare spending, giving them outsized power in shaping how patients access care. Connecting with them is no longer optional — it’s a competitive advantage.

But connection requires trust. And trust starts with precision.

What we’re seeing across the market

Across our work with healthcare organizations and employer-facing teams, several trends are shaping employer priorities:

1. Pharmacy spend has overtaken inpatient care as the fastest-growing employer cost driver.

Specialty drugs now account for 50%+ of pharmacy spend for many large employers, and GLP-1 costs have surged by triple digits year-over-year for some groups. This rapid shift — once dominated by inpatient claims — is reshaping benefit design, cost-containment priorities, and partner expectations far more quickly than traditional medical cost trends.

2. MSK and oncology costs are rising even in younger workforces.

MSK remains one of employers’ top cost drivers, fueled by hybrid-work ergonomics, lifestyle factors, delayed care, and higher utilization among younger employees. At the same time, early-onset cancers (ages 18–49) are increasing, prompting employers to prioritize earlier detection, navigation, and Center-of-Excellence (COE) strategies.

3. Site-of-care migration is becoming an employer strategy — not just a market trend.

Employers are actively encouraging care in lower-cost settings as ASCs and outpatient sites continue to grow; MedPAC reports outpatient surgical volume in ASCs has risen 25%+ over the past decade. This shift impacts referral patterns, expected partner value, and how employers evaluate care navigation and benefit steerage solutions.

4. Employers are consolidating point solutions and reevaluating vendor mixes with unprecedented speed.

More than half of large employers are redesigning or consolidating their point-solution ecosystem to prioritize partners who can demonstrate measurable cost and experience impact. The trend isn’t simply “adding fewer vendors” — it’s a strategic recalibration toward integrated partners who can meaningfully influence high-cost conditions, pharmacy spend, steerage patterns, or employee experience.

The ProspectCloud difference: Precision you can act on

ProspectCloud combines deep healthcare strategy expertise with trustworthy, healthcare-specific employer and stakeholder data designed for growth teams — not generic B2B outreach.

We help healthcare organizations:

1. Reach the right employers and decision-makers.

Reliable, context-aware employer and partner contacts curated to avoid misalignment pitfalls and increase the likelihood of meaningful engagement.

2. Understand the market forces shaping employer behavior.

Insight into cost drivers, care shifts, high-cost condition trends and benefit design priorities, and how these factors directly influence which employers are the best fit for your solution.

3. Activate employer engagement with confidence.

Market-ready workflows and segmentation that align data, messaging, and timing to real employer decision-making patterns.

Because when healthcare teams see clearly — when they know who they’re reaching, why they matter, and how to connect meaningfully — every touchpoint becomes an opportunity to create value.

Not just metrics.

Not just opens and clicks.

But trust — built with precision.

And in an environment where employer influence is expanding, costs are accelerating, and workforce needs are shifting faster than traditional renewal cycles, precision isn’t optional. It’s the foundation of sustainable partnerships — and the differentiator that determines who grows, who connects, and who gets left behind.

About ProspectCloud

ProspectCloud’s healthcare practice was built on a simple belief: healthcare organizations can’t create value for employers without clarity about who they are and what they need. We blend healthcare strategy, employer insight, and reliable contact data to help teams see their market clearly, reach the right partners, and build trust across every touchpoint.