How do I keep enrichment data fresh?

Keep enrichment fresh by re-enriching records on a schedule and whenever a change is detected, so ownership, size, specialty, and technology reflect reality rather than a snapshot from import day. Stale enrichment decays every score and list built on it.

This guide is about the freshness of the underlying enrichment data. For keeping the Fit Score itself current once the data is fresh, see keeping Fit Scores current.

Why does enrichment decay in healthcare?

Healthcare moves faster than most markets. Practices are acquired, add locations, switch EHRs, and rebrand under a DSO or MSO. Registries have their own refresh clock, CMS updates NPPES weekly for new records and monthly for a full active-provider snapshot, but that is only one clock among many, and for ownership and expansion it is usually the slowest. A taxonomy code or address enriched a year ago may now be wrong, and a wrong field misranks the account and can misfire a play. The goal is not to track any single feed's cadence but to keep the record matching reality across every source.

How often should I refresh?

On a regular cadence for the whole base, and immediately when a triggering change appears in any source. Registry triggers are an ownership change, a new location, or a new CCN. Non-registry triggers usually fire first: a press or news item announcing an acquisition or a new location, a LinkedIn leadership change or headcount jump, a new service line or location on the company website, a new location's profile appearing in Google reviews, and a shift in your own usage or revenue on the account. The goal is that the record a rep opens today is current, not historical. A group that rebranded last month should already read as owned, not independent.

Illustrative example

Illustrative, based on how SignalRx customers work. A ten-location cardiology group is acquired by an MSO. The deal was almost certainly announced in the news and on LinkedIn weeks before the CCN and CMS ownership file caught up, so those sources are the early trigger to re-enrich. Until enrichment refreshes, the ten locations still read as independent, each scored on its own and none linked to the parent. After the refresh, the CCN and ownership resolution reconnect them, SignalRx reassigns the Parent to Child links so the locations roll up to the owning MSO, and the group scores and rolls up as one account.

How does freshness connect to scoring?

Fresh enrichment is what lets scores stay current. Enrichment and scoring refresh together, or the score drifts from reality, which is why the two guides are paired. It also keeps records usable over time: when a refresh refills a field that went blank after a rebrand, an account that would otherwise fall out of scoring stays in it. That currency matters because SignalRx scores both accounts and contacts by weighing public healthcare data against your own internal signals of revenue, support, and product usage tracked over time, with inference deciding which source to trust, and writes the resulting Fit and Health scores, segments, and tags to native Salesforce fields where they drive Revenue Plays and list views. When the inputs are current, so are the plays.

Key takeaways

• Enrichment decays as practices are acquired, relocate, and rebrand.
• Registries are one refresh clock among many, and usually the slowest; news, LinkedIn, the website, reviews, and your own usage often signal a change first.
• Re-enrich on a cadence and on detected change from any source, not just a new CCN or owner.
• Fresh enrichment is what keeps Fit Scores accurate.

See it in action: Discover High-Fit Prospects with SignalRx.

Related: How do I keep Fit Scores current? and How do I fill missing CRM fields?