Medicare data over a six-year period shows an 88% lift in patients seeing nurse practitioners relative to doctors, meaning the shift toward NP-delivered care is accelerating.

Why this matters
Patient care is changing. Marketing models calibrated to today’s doctor-to-NP ratio risk being outdated within just a couple of planning cycles.

What healthcare agencies and pharmaceutical brands need to do
Build NP targeting into long-range media and budget planning now, and revisit the doctor/NP mix within target audiences regularly given the pace of change.

How we can help
IQM’s data mapping tracks the care team as it evolves, including the growing role of NPs, so brands aren’t marketing against an outdated model of who delivers care. Fill out the form below to build a targeting strategy that keeps pace with this trend instead of lagging behind it.