For decades, life sciences companies have centered their marketing efforts on physicians, assuming they hold the greatest influence over prescribing and treatment decisions. However, the healthcare landscape has shifted dramatically. Nurse practitioners (NPs) and physician assistants/associates (PAs) are not just supporting players, they are primary prescribers shaping patient care across nearly every therapeutic area.
This shift is finally being recognized across the industry. According to the 2024 MM+M Healthcare Marketers Trend Report, the importance of NPs and PAs in life sciences marketing jumped from 4.8% in 2022 to 20.9% in 2023. This rapid increase highlights the growing realization that brands must prioritize NP and PA engagement or risk missing a significant market opportunity.
The Real Influence of NPs and PAs on Prescribing and Patient Care
With over 740,000 NPs and PAs in the U.S., this segment represents the fastest-growing group of prescribing healthcare providers. Data shows:
- 557,616 NPs and PAs are active prescribers, meaning they are directly responsible for initiating and managing treatment decisions.
- NPs and PAs write 37.2% of all U.S. prescriptions, not just supporting physician-led decisions but independently diagnosing, prescribing, and managing treatment plans.
- They see 47.7% of all U.S. patients, making them a critical audience for treatment access and adherence.
- Their reach spans primary and specialty care, with significant influence in cardiology, endocrinology, gastroenterology, dermatology, and more.
Beyond Prescriptions: The Expanding Role of NPs and PAs
NPs and PAs are frontline providers. They spend time with their patients, prioritize education, and serve as highly accessible healthcare providers. Many work in community health clinics, retail settings, and telehealth platforms, expanding access to care in ways that traditional models have struggled to address. Their frequent, direct interactions with patients translate to significant influence over treatment adherence and long-term health outcomes.
They lead in chronic disease management, patient education, and treatment adherence. Their unique role translates to:
- Managing long-term care: NPs and PAs are adjusting treatments, prescribing medications, and monitoring progress for millions of chronic disease patients.
- Initiating new therapies: They are responsible for identifying patient eligibility, starting treatment, and ensuring adherence.
- Providing access to underserved populations: In many rural and underserved communities, NPs and PAs are the only primary care providers available.
Despite this, life sciences marketing strategies often prioritize physicians, often overlooking the providers who are making the actual treatment decisions.
The Engagement Gap: Why Life Sciences Must Rethink Their Approach
Many life sciences brands still operate on outdated engagement models that focus heavily on physician sales calls and traditional HCP outreach. The challenge? NPs and PAs are not engaging in the same way physicians do.
Research shows:
- Over 80% of NPs and PAs prefer peer-led education over traditional sales rep interactions.
- They are digitally engaged, seeking content through webinars, case studies, and trusted peer-driven platforms.
- They want actionable, evidence-based resources that enhance their ability to make treatment decisions, not just promotional materials.
If brands continue to rely on physician-first engagement models, they risk missing out on the very prescribers who are driving therapy decisions.
How to Effectively Reach NPs and PAs
For life sciences companies to successfully engage these influential prescribers, they must align with how NPs and PAs consume information, engage with peers, and implement new treatments.
- Peer-Driven Content Drives Impact: Over 80% of NPs and PAs prefer learning from their peers. Integrating NP and PA KOL content, advisory boards, and peer-led discussions will significantly increase engagement.
- Targeted Digital Education Is Essential: NPs and PAs are digital-first providers who actively engage in online education. They look for on-demand, clinically relevant content in a format that aligns with their needs.
- Accessing the Right Networks Is Key: Traditional HCP engagement models fail to reach NPs and PAs effectively. POCN is the largest NP and PA network in the U.S., offering direct access to the most engaged prescribers.
- Orchestrated Customer Engagement Works: NPs and PAs do not engage through one-off tactics. The most successful pharma brands are implementing multi-touch, strategically timed engagement plans including programmatic, social, and content-based strategies.
The Future of Provider Engagement Starts Now
Life sciences marketers who maintain their current approach and overlook NPs and PAs will struggle to drive meaningful impact.
The data is clear: These providers are already driving treatment adoption, improving patient outcomes, and shaping the future of care. The brands that invest in tailored, data-driven engagement strategies will not only achieve stronger brand success but also improve the way patients receive and adhere to treatment.
The future of HCP engagement must include NPs and PAs. The question is—is your brand ready to evolve?
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About Deb Nevins
Deb Nevins, Chief Marketing & Strategy Officer at POCN Group, brings over 25 years of experience in strategic marketing and program development. Her career spans the pharmaceutical industry, where she has been instrumental in supporting both launch and mature brands. Deb’s unique background, including service in the United States Air Force, informs her dynamic approach to leadership, blending creativity with strategic execution to drive POCN’s marketing initiatives.
