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Healthcare Is Changing: Why Pharma Marketers Need to Reach the Whole Care Team More Than Ever
August 11, 2026 | 1 min read
Presented by John Mangano at the 2026 Brand Insider Summit: Pharma & Health
Nurse practitioners and PAs now write 40% of U.S. prescriptions (a billion scripts a year) and NP patient visits are up 88% over six years. Meanwhile, doctors face a projected shortage of 86,000 within a decade. Nurses have also ranked as the most trusted profession almost every year since 2000, virtually tied with physicians.
Yet pharma marketing still targets doctors almost exclusively. At MediaPost’s Brand Insider Summit: Pharma & Health, Healthcare Industry Strategist John Mangano shared what changes when campaigns reach the full care team: nurse-targeted ads saw click-through rates jump 35% with tailored creative, and campaigns mapped to nurses and NPs drove real lifts in new patient starts.
Watch the full video for more insights, as well as the data and case studies behind this shift:
Reach Physicians and Consumers
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