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Getting Started with HUCKLE: A Guide for Healthcare Organizations

Learn how to turn your patient data into actionable audience intelligence — from first upload to your next patient acquisition campaign.

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Table of Contents

• Introduction
• What You Can Do: Healthcare Use Cases
• How the Platform Works: A Step-by-Step Workflow
• Your Getting Started Roadmap
• Next Steps & Resources

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Introduction

Healthcare organizations — hospitals, health systems, specialty practices, behavioral health providers, urgent care networks, and telehealth platforms — operate in an environment where every patient acquisition dollar is scrutinized and every outreach effort must comply with strict privacy standards. Yet most are still relying on broad geographic campaigns that treat every person in a ZIP code the same. HUCKLE is an AI-powered audience intelligence platform that enriches your existing patient data against 260 million U.S. adult profiles to surface the demographic, behavioral, and lifestyle insights that help you reach the right people — without ever compromising individual patient privacy. All analysis is performed on anonymous, aggregated data. HUCKLE is fully HIPAA-compliant and SOC 2-certified, built from the ground up for the compliance requirements of healthcare. Common challenges HUCKLE helps healthcare organizations solve:

• Broad, inefficient patient acquisition campaigns — mass outreach to entire geographies drives up cost per new patient and misses the people most likely to need your services
• No clear picture of who your patients actually are — beyond diagnosis codes and insurance type, most organizations lack visibility into the household characteristics, lifestyle signals, and community ties that define their most engaged, highest-lifetime-value patients
• Service line underutilization — patients are often unaware of services they’re likely to need; HUCKLE helps you identify which segments of your population are strong candidates for specific service lines
• Slow, expensive market research — traditional patient surveys and focus groups take months and cost tens of thousands of dollars; HUCKLE delivers actionable insights in minutes
• Difficulty reaching underserved or hard-to-engage populations — demographic and behavioral data helps you understand communication preferences and barriers to engagement before designing outreach
• High patient attrition and low reactivation rates — identify what separates engaged, returning patients from those who lapse after a single visit, and intervene before you lose them
• Disconnected marketing and clinical strategy — HUCKLE bridges the gap between who you’re treating and who you should be targeting, keeping acquisition strategy grounded in real population data
• Compliance risk from improper data use — HUCKLE never exposes individual patient records; all enrichment and analysis is performed on de-identified, aggregated profiles

Important: HUCKLE uses contact-level data (name, address, email) for matching purposes only. No clinical, diagnostic, or treatment data is ever shared with or processed by HUCKLE. All outputs are anonymized and aggregated. For guidance on compliant data preparation, see Security Practices.

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What You Can Do: Healthcare Use Cases

HUCKLE’s audience intelligence capabilities map directly to the growth and engagement challenges healthcare organizations face every day. Below are the most common use cases across patient acquisition, retention, and strategic planning.

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Patient Acquisition & Growth

• New patient prospecting — Upload your current patient list, enrich through Huckle Match, and use Audience Builder to find net-new prospects in your catchment area who share the same demographic and lifestyle profile as your most engaged patients.
• Service-specific lead generation — Build targeted lists of community members who match the profile of patients who have historically used a specific service line — primary care, behavioral health, orthopedics, weight management, women’s health — and reach them before they’ve started searching.
• Geographic catchment analysis — Understand the demographic and lifestyle profile of every neighborhood within your service radius. Identify which areas are underrepresented in your patient panel relative to their population, and prioritize outreach accordingly.
• Telehealth enrollment — Use digital behavior and technology adoption signals to identify community members most likely to engage with telehealth services, and build targeted digital campaigns to drive enrollment.

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Service Line Marketing

• Behavioral health outreach — Use demographic, household composition, and life-stage data to identify community segments most likely to benefit from behavioral health services — without targeting based on any clinical or diagnostic information.
• Preventive care campaigns — Build age- and life-stage-based audiences for preventive screenings, annual wellness visits, and vaccination campaigns. Reach the right people at the right point in their health journey.
• Chronic condition management programs — Identify community segments — by age, income, household type, and geography — that are statistically more likely to benefit from diabetes management, cardiac rehab, or other chronic care programs, and build targeted awareness campaigns.
• Women’s health and family planning — Use household composition, age, and family stage data to identify women in life stages most relevant to OB/GYN, maternal health, or fertility services.
• Orthopedic and elective procedure marketing — Use age, activity level (via Consumer Passions data), income, and homeownership to identify prospects most likely to pursue elective orthopedic procedures or pain management services.

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Patient Retention & Reactivation

• Lapsed patient reactivation — Upload a list of patients who haven’t had a visit in 12–24 months, enrich through Huckle Match, and build a reactivation campaign tailored to their demographic and lifestyle profile.
• Care gap closure — Identify patient segments most likely to have gaps in preventive care or chronic disease management based on demographic signals, and prioritize outreach by segment.
• Patient satisfaction and loyalty drivers — Analyze what your most engaged, long-tenure patients have in common — lifestyle traits, community involvement, household characteristics — and use those signals to design retention programs and communication strategies that resonate.
• Referral program development — Identify your strongest patient advocates and what they share demographically and behaviorally. Build referral programs designed to attract more patients like them.

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Community Outreach & Education

• Health literacy and education campaigns — Use educational attainment, language, and lifestyle data to design community education materials and channels that are genuinely accessible to each segment of your population.
• Event and sponsorship alignment — Use Consumer Passions data to identify the community causes, events, and organizations that matter most to your patient population. Align your community presence and sponsorship strategy where it will have the greatest impact and visibility.
• Underserved community engagement — Use geographic and demographic data to identify high-need populations within your service area who are underrepresented in your patient panel, and design outreach programs tailored to their specific barriers and communication preferences.
• Employer and group health partnerships — Use income, industry, and household data to identify employers and community groups in your area whose workforce profile aligns with your service mix — and prioritize partnership outreach accordingly.

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Operational & Strategic Planning

• Facility and service line expansion — Before opening a new location or launching a new service line, use HUCKLE to validate that the target geography has the right population density and demographic profile to support it.
• Workforce and recruitment planning — Identify the common traits of your highest-performing clinical and administrative staff to build more data-informed hiring profiles and improve recruitment targeting.
• Competitive benchmarking — Compare your patient population against regional or national benchmarks inside Insights Explorer. Understand where you over- and under-index relative to the community you serve, and use those gaps to guide strategic investment.
• Payer mix and financial planning — Use income and wealth data to understand the financial profile of your patient population by service line or geography — relevant context for payer mix strategy and financial planning.

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How the Platform Works

HUCKLE’s three core tools work as a connected workflow, taking you from a patient contact list to a precise, exportable audience ready for outreach activation.

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Your Getting Started Roadmap

You don’t need a data science team or a lengthy implementation process to get value from HUCKLE. Most healthcare marketing teams reach their first actionable outcome within days of uploading patient contact data. Here’s a practical roadmap from setup to your first campaign.

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1. Prepare Your Data

Before logging in, pull together a de-identified patient contact list you want to analyze. This should contain contact fields only — name, address, and/or email. Do not include any clinical, diagnostic, insurance, or treatment-related fields in your upload file. Good starting points include:

• Your most engaged or highest-visit-frequency patients
• Patients enrolled in a specific service line
• A lapsed patient list (no visit in 12–24 months)
• A recent new patient cohort

Make sure your list includes at minimum:

• Option A: First Name + Last Name + Email Address
• Option B: First Name + Last Name + Full Address + ZIP Code

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2. Run Your First Huckle Match

Upload your list using the Import Data button in the top-right corner of the platform. Huckle Match will compare each record against 260 million U.S. adult profiles and append 350+ attributes to every matched record. Once complete, review your match levels. A healthy list will return a strong proportion of Level 1 and Level 2 matches. A high rate of Level 5 (no match) usually indicates formatting inconsistencies — names split across fields, outdated addresses, or email addresses that don’t correspond to the individual record.

Tip: Start with a focused list of 500–1,000 of your most engaged patients. A concentrated, high-quality input will yield sharper insights than a large file of mixed-engagement records.

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3. Explore Your Results in Insights Explorer

Navigate to Insights Explorer from the left-hand menu. Start with the Demographics view and work through both tabs:

• General tab — get a baseline picture of your patient population’s age, gender, marital status, homeownership, and education
• Financial tab — understand the income and household wealth distribution of your patient base, relevant for payer mix context and financial counseling program design

Then move to Persona Clusters for a higher-level view. The treemap will show you which named lifestyle segments dominate your patient population — and which are smaller segments that may be underserved or warrant dedicated outreach.

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4. Identify Your Highest-Value Patient Profile

As you work through Insights Explorer, look for patterns across your most engaged patients:

• Which age bands or life stages are most represented?
• Which Persona Clusters appear most frequently — and what do they suggest about communication preferences and community engagement?
• Are there geographic signals (neighborhood type, urban vs. rural) that consistently appear across your highest-utilization patients?

Document what you find. These observations inform your outreach strategy and become the filters you’ll use in Audience Builder.

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5. Set a Comparison Benchmark

Use the Compare to… button in Insights Explorer to benchmark your patient population against a meaningful reference point:

• U.S. National Average — understand how your patient panel compares to the general population
• A specific city or county — relevant for understanding how well your panel reflects your actual community and where gaps exist
• Another saved audience — useful for comparing patients across service lines, or contrasting engaged patients against lapsed ones

The goal is to identify where your panel over- and under-indexes relative to your community — those gaps are often the most important strategic insights in the platform.

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6. Define Your Target Audience Criteria

Before opening Audience Builder, translate what you learned in Insights Explorer into a concrete set of filters. For example:

• “Our behavioral health patients are most often adults aged 25–44, living in urban and inner-suburban neighborhoods, with moderate household incomes and a strong interest in wellness and mental health resources.”
• “Our highest-engagement primary care patients are married homeowners aged 45–65 with children in the household, living in suburban ZIP codes within 10 miles of our main campus.”

The more specific your criteria, the more precise and actionable your exported list will be.

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7. Build and Export Your First Audience

Navigate to Audience Builder from the left-hand menu. Select your target state, add your filters one by one, and run your search. Review the record count — if it’s too narrow, remove a filter; if it’s too broad, add one. When you’re satisfied with your results:

1. Click Export Records
2. Name your export (e.g., “Behavioral Health Outreach — Columbus Metro — Q3”)
3. Set your record count within your plan’s export limit
4. Optionally check Request Email Enrichment if you need email addresses appended

Your export will be available to download from My Audience Exports in the top-right corner.

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8. Activate Your List

Your exported file is ready to use immediately. Common activation paths for healthcare organizations include:

• Direct mail — send to your mail vendor for a targeted mailer, postcard, or patient education piece
• Paid media — upload as a custom audience into Meta Ads Manager or Google Ads for matched or lookalike targeting
• Email campaign — if you requested email enrichment, load directly into your email platform for a targeted outreach sequence
• Community outreach — use geographic and demographic data to focus in-person outreach events and health fairs on the highest-need neighborhoods
• CRM or EHR integration — import into your patient relationship management platform for coordinated outreach by your care navigation or marketing team

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9. Iterate and Refine

Your first match and export is a starting point, not a final answer. As outreach results come in, use what you learn to sharpen your next campaign:

• Did one age group or neighborhood type respond better than another? Go back to Insights Explorer and investigate what distinguishes them.
• Did email open rates vary by Persona Cluster? Adjust your messaging strategy for each segment.
• Did a service line campaign underperform in a specific area? Compare that geography against your best-performing market to identify the gap.

HUCKLE’s database receives 90 million updates per day, so re-running your match periodically keeps your audience data current — especially as your community’s demographics evolve.

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10. Set Up Your Team and Workspaces

If multiple people on your team — marketing coordinators, service line leads, community health workers — will be using HUCKLE, take a few minutes to configure access before scaling. The platform supports four roles and workspaces that let you organize audiences and exports by service line, campus, or campaign. Visit Organizations & Teams and Roles & Permissions in the HUCKLE docs for setup guidance.

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Next Steps & Resources

Whether you’re evaluating HUCKLE for the first time or ready to run your first patient data match, here’s everything you need to move forward.

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Platform Documentation

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