A UK study found 78% of patients said they’d prefer to see a doctor before a nurse, underscoring that physicians remain the preferred first point of contact.

Why this matters
Even as NPs and PAs take on a growing share of prescribing and visits nationally, patient preference still places doctors first in the care journey. The care team is expanding, but the doctor’s role at the front of it hasn’t disappeared.

Steps to take
Avoid overcorrecting into an NP/PA-only strategy. Keep physician targeting strong as the front door to care while building out NP, PA, and nurse targeting behind it.

How we can help
IQM’s model reaches the entire care team, doctors included, so brands don’t have to choose between physician-first preference and an expanding care team. Fill out the form below and we’ll help you build a strategy that reflects how care actually happens, start to finish.