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Understand advanced practice providers (APP) behavior through research, advisory
and insight

Embed advanced practice provider (APP) intelligence into brand strategy. Powered by POCN, the leading NP and PA community for education and engagement, IQVIA Digital reveals how these clinicians think, decide, and act.

Home NP and PA Marketing

NP and PA insight programs that inform brand strategy

Apply behavioral learnings about APPs with solutions grounded in real-world nurse practitioner (NP) and physician associate (PA) experience. IQVIA Digital collaborates with life sciences organizations and the agencies that support them on strategies to guide decision making about treatments.

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NP and PA market research and disease-state insight

Tailored quantitative and qualitative research that uncovers the true role of NPs and PAs within a disease state and how they manage patients across the lifecycle.

  • Identify high-impact behavioral drivers, unmet needs, and APP-specific barriers to adoption or engagement.

  • Reflect real-world clinical decision-making and inform brand-relevant questions with thoughtful study design.

  • Define opportunities to reach NP and PA audiences and segment at the practice level.

  • Apply a deep understanding of NP and PA clinical practice dynamics across multiple specialties.

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NP and PA advisory boards: peer-validated brand insights

Engagements that deliver real-world expert insights on brand messaging, strategy, and educational approach.

  • Qualitative learnings to validate assumptions and assess message receptivity, pre- or post-launch.

  • Recruit clinically active members from the POCN community, including America's Top honorees.

  • Uncover blind spots in positioning or access strategy.

  • Validate new concepts, content, or patient journey assumptions with real-world voices.

Healthcare workers talking

NP and PA advisory sessions: longitudinal community partnerships

Ongoing strategic partnerships with NPs and PAs to shape brand direction over time.

  • Longitudinal engagement informs unbranded and branded strategy across the product lifecycle.

  • Sustain continuity of insight from clinically active POCN members as teams and markets change.

  • Shape messaging, content, and campaigns with clinically engaged NPs and PAs.

  • Guide the evolution of brand thinking with consistent advisory input.

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Support brand growth among clinicians increasingly driving treatment decisions

IQVIA Digital applies channel expertise to help brands cultivate trusted relationships with NPs and PAs through relevance, consistency, and respect for how they learn and practice.

Broader reach

NPs and PAs are an expanding group of
clinicians shaping nearly every patient journey.

Strategic edge

Build early connections and lasting clinical credibility with NPs and PAs.

Attitudinal insights

Reveal how NPs and PAs make prescribing choices, shaped by experience and patient context.

Measurable influence

Observe shifts in prescribing behavior and survey attitudinal change over time.

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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
50

+

  NPs and PAs practice and prescribe in all 50 states plus Washington DC
800 K

+

 Verified advanced practice providers (APPs) in U.S. claims data
916 M

+

 Annual prescriptions written by NPs and PAs
$ 150 B

+

 Value of prescriptions written annually by NPs and PAs

NP and PA Strategic Solutions frequently asked questions

What is the POCN community and how does it support NP and PA Strategic Solutions?

Founded in 2014 and now part of IQVIA Digital, POCN is an established community in the United States whose clinically active NP and PA members power advisory boards, research, and advisory sessions. This means brands working with IQVIA Digital recruit participants from a curated, clinically active community rather than a generic clinician panel.

How is an NP and PA advisory board different from a physician advisory board?

NP and PA advisory boards bring a practice-driven perspective shaped by hands-on care, making them especially valuable for testing message resonance, patient-facing tools, and real-world adoption. NP and PA advisory boards are most valuable for assessing message resonance, patient-conversation tools, and access barriers — questions where the APP perspective is decisive but historically under-represented in brand planning.

When should a pharmaceutical brand use NP and PA market research?

The highest-leverage moments are pre-launch (validating message and positioning before commitment), early commercialization (segmentation refinement and barrier identification), and post-launch lifecycle (uncovering reasons for switching, lapsed patients, or unexpected adherence patterns).

What therapeutic areas benefit most from NP and PA Strategic Solutions?

NP and PA strategic insight programs deliver the most lift in therapeutic areas where advanced practice providers manage a meaningful share of therapy decisions, among them primary care, cardiometabolic (diabetes, obesity, cardiovascular), mental and behavioral health, immunology and dermatology, women's health, and oncology supportive care.

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