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NP and PA marketing solutions

IQVIA Digital’s NP and PA solutions help life sciences brands identify, understand, and engage advanced practice providers (APPs)—responsible for over 35% of U.S. prescriptions—through verified data, peer-informed insight, and attitudinal and behavioral intelligence.

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Inform and enhance NP and PA engagement across the prescribing journey

IQVIA Digital helps life sciences brands gain valuable insights about nurse practitioners (NPs) and physician associates (PAs) using expert analysis of healthcare data, knowledge of clinical and attitudinal factors, and engagement with the POCN community—a peer-led network providing education, recognition, and practice advancement.

Why life sciences brands choose IQVIA Digital for NP and PA marketing

Accurately identify, deeply understand, and credibly engage advanced practice providers with programs aligned to brand goals and objectives.
Marketing Pro Analyzing Data Chart on Computer Screen

More complete NP and PA identification

Identify APPs using clinician-level data approaches that correct underrepresentation common in traditional HCP datasets, so that targeting reflects who actually diagnose, treat, and influence prescribing.

Doctor Reviewing Patient Data on Tablet-1 (1)

Actionable insights into NP and PA decision-making

Understand how NPs and PAs think, practice, and prescribe through our longstanding relationships across the APP ecosystem,
including the peer-led POCN community, professional organizations, disease area
initiatives, and clinician leaders.

Person in Hospital Scrubs

Credible engagement with measurable impact

Engage NPs and PAs through clinician-trusted digital experiences shaped by ecosystem-level insight and peer-led context, measuring outcomes at the NPI level rather than on impressions alone. 

Identify the right nurse practitioners and physician associates

Effective NP and PA marketing starts with accurate identification. IQVIA Digital combines clinician-level data and analytics to surface APPs who diagnose, treat, and influence prescribing.

  • Correct misclassification and underrepresentation of NPs and PAs in physician-centric HCP datasets.
  • Reveal true clinical influence using claims, affiliations, and prescribing patterns reflecting how APPs actually deliver care.
  • Surface high-impact NPs and PAs with treatment influence who are missed by traditional targeting approaches.
  • Segment NPs and PAs by clinical role and real-world behavior, not just title, affiliation, or historical taxonomy.
  • Strengthen the foundation for downstream insight and engagement with the right clinician audience from the start.
Nurse Smiling in Exam Room

Understand NP and PA behavior and decision drivers

Effective NP and PA marketing requires knowledge of clinical decision-making. IQVIA Digital delivers attitudinal and behavioral insight from enduring APP relationships.

  • Reveal the clinical, attitudinal, and workflow factors shaping NP and PA decisions.
  • Learn how mindset and peer influence affect prescribing, referral, and treatment adoption.
  • Ground insight in sustained community relationships, not through one-off interactions.
  • Identify educational needs and adoption barriers that vary by specialty, care setting, and clinical role.
  • Bridge targeting and engagement to ensure downstream activation reflects how NPs and PAs make clinical decisions.
nurse-practitioner

Engage NPs and PAs across digital channels to drive prescribing behavior

Effective engagement reflects how NPs and PAs practice. IQVIA Digital activates clinician-trusted digital experiences, shaped by peer-led context, that resonate across the treatment journey.

  • Increase receptivity to education and brand messaging by activating through clinician-trusted digital formats.
  • Align cadence, tone, and content with NP and PA workflows and care delivery realities.
  • Support the full brand lifecycle, from launch to adoption, adherence, and continuity of care.
  • Leverage peer-led education and ecosystem relationships to establish credibility and clinical relevance.
  • Measure impact at the NPI level, connecting engagement to prescribing related behavior and change over time.
Exam Table with Standing Physician
Nurses Discussing in Hospital Hallway

Report

Healthcare game changers: PA and NP trends you need to know

Learn how NPs and PAs are reshaping U.S.
prescribing, where the next growth
categories will emerge, and how life
sciences brands should adapt their HCP
marketing strategies.
Download the report

NPs and PAs by the numbers

10

+

  Years of sustained engagement with the NP and PA community
~ 35 % Of all U.S. prescriptions are written by NPs and PAs
50

+

 DC States where NPs and PAs can practice and prescribe
800 K

+

 Verified advanced practice providers represented in U.S. claims data

NP and PA marketing frequently asked questions

Why should life sciences organizations prioritize NPs and PAs?

Nurse practitioners and physician associates practice and prescribe in all 50 U.S. states and Washington D.C., and play an increasingly central role in therapy initiation, continuity, access, and patient experience across care settings. When NP and PA influence is absorbed into physician-centric models, organizations risk blind spots in targeting, planning, education strategy, and lifecycle decision-making. IQVIA Digital’s NP and PA solution helps organizations recognize and address this influence intentionally by treating NPs and PAs as a core growth audience.

How many nurse practitioners and physician associates are there in the U.S.?

As of 2026, there are approximately 602,000 nurse practitioners and 213,000 physician associates practicing in the U.S.—more than 815,000 advanced practice providers combined. IQVIA Digital identifies these clinicians within U.S. claims data, including verified prescribers, multi-state practitioners, and historical records that extend beyond simple active license counts.

How is IQVIA Digital's NP and PA marketing different from other HCP marketing platforms?

IQVIA Digital’s NP and PA marketing is built on a purposeful Identify → Understand → Engage framework, rather than treating NPs and PAs as an extension of physician lists or media inventory. We begin with verified NP/PA identification that corrects misclassification in traditional datasets, is informed by deep attitudinal and behavioral insight developed through longstanding clinician and ecosystem relationships, and activates through peer-contextualized engagement measured at the NPI level. This approach ensures NP and PA strategies are clinically grounded, intentional, and accountable, rather than absorbed into generalized HCP models.

What is the best way to reach nurse practitioners and physician associates digitally?

There is no single best channel for NP and PA engagement. Effective digital engagement is strategy-led, starting with understanding where NPs and PAs sit in the care pathway, how much autonomy they have in a given therapeutic area, and which decisions they are responsible for at each stage of care. Engagement is most effective when messaging and education are clinically relevant, peer-contextualized, and aligned to real workflow and patient management responsibilities. Program impact should also be assessed using NPI-level measurement tied to behavior, not based on impressions alone.

What therapeutic areas benefit most from NP and PA marketing?

NP and PA marketing has the most impact in therapeutic areas where advanced practice providers are deeply embedded in diagnosis, treatment initiation, therapy management, and continuity of care, particularly within specialty and specialty adjacent settings. These include immunology, dermatology, cardio-metabolic disease, mental and behavioral health, oncology supportive care, gastroenterology, and women’s health. In these areas, NPs and PAs are essential clinical decision makers, frequently managing ongoing treatment decisions, patient education, adherence, access, and side effects.

Where can NPs and PAs practice, and how does that affect brand targeting?

Nurse practitioners and physician associates practice nationwide, but scope of practice varies by state. As of 2026, nurse practitioners can practice independently in a growing number of states, while physician associate licensure compacts have expanded multistate practice and workforce mobility. As autonomy, specialty integration, and continuity of care responsibilities increase, prescriber strategies that focus primarily on physicians risk missing advanced practice providers who diagnose, treat, manage therapy, and influence prescribing across the patient journey.

What is POCN and how does it relate to IQVIA Digital?

POCN is a nurse practitioner and physician associate community founded in 2014 to support clinicians through peer-led education, professional recognition, and community engagement. POCN has built trusted relationships across NP and PA organizations, disease area initiatives, and clinician leadership networks. These relationships inform IQVIA Digital’s NP and PA solution by grounding identification, insight, and engagement strategies in real-world clinical context, credibility, and trust, rather than data signals alone.

What is the America's Top NPs and PAs program?

America's Top NP and America's Top PA are peer-nominated recognition programs to honor advanced practice providers across major clinical specialties. The programs recognize leadership in patient care, peer education, community service, and clinical advocacy during National NP Week and National PA Week.

Is there a difference between a physician assistant and a physician associate?

They are the same profession. In 2021, the American Academy of Physician Assistants (AAPA) adopted “physician associate” as the official title to better reflect the clinical role. State regulations, licensing boards, and patient-facing materials continue to use “physician assistant,” and the PA designation remains unchanged. IQVIA Digital uses both terms to reflect how clinicians, healthcare organizations, and life sciences teams reference and search for this audience.

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