As healthcare delivery evolves – especially in rural and underserved communities – Nurse Practitioners (NPs) and Physician Associates (PAs) are playing an increasingly vital role in expanding patient access and improving outcomes. Richard Zwickel, CEO of POCN Group, shares his expert perspective on recent policy shifts, the challenges pharma faces in engaging these clinicians, and how life sciences companies can better connect with the growing NP/PA community to drive meaningful change.

How are recent policy changes affecting healthcare access, particularly in rural and underserved areas?

While intended to improve care, recent policy changes have had unintended consequences, especially in rural areas. Scope-of-practice limitations and reimbursement policies are sidelining the very clinicians most needed in these regions: Nurse Practitioners (NPs) and Physician Associates (PAs). In areas where these providers are the primary – and sometimes only – source of care, limiting their ability to practice puts entire populations at risk. Fortunately, momentum is building. Recent Full Practice Authority (FPA) wins for both NPs and PAs are helping restore autonomy, streamline care delivery, and expand access in communities that need it most. At POCN Group, we support policy solutions that recognize and empower NPs and PAs as essential partners in delivering equitable, high-quality care.

How are NPs and PAs stepping in to fill these gaps?

NPs and PAs are now frontline providers across the US, initiating treatment, managing ongoing care, and often serving as the only consistent access point in rural areas where physicians are scarce. In 2024 alone, they wrote over 1.6 billion prescriptions – more than 34% of all prescriptions nationwide. From hypertension and diabetes to mental health and dermatology, they treat patients across a wide range of conditions. With their adaptability, digital fluency, and strong patient relationships, NPs and PAs are essential to delivering care where it’s needed most. POCN Group helps life sciences companies understand and engage this audience to enhance and drive better outcomes.

What makes NPs and PAs particularly suited to caring for underserved populations?

NPs and PAs are deeply rooted in the communities they serve. They provide care that’s accessible, relationship-driven, and culturally competent, often helping patients navigate barriers like cost, transportation, or language. Their long-term presence builds trust, while their broad clinical training enables them to manage both routine and complex care. In many underserved areas, they’re redefining what sustainable, community-based healthcare looks like.

Why has pharma traditionally overlooked NPs and PAs in its engagement strategies?

Life sciences companies have long focused on physicians, operating on outdated assumptions and legacy targeting models. But prescribing authority and clinical influence have shifted dramatically, with NPs and PAs now delivering more than a third of all patient care and prescribing over 1.6 billion prescriptions. Despite this, many marketing teams still lack the tools, infrastructure, and insights to engage them effectively. POCN Group helps bridge this gap by helping brands align their strategies with how healthcare is actively delivered today.

What challenges does pharma face in reaching these clinicians?

Life sciences marketers lack visibility into NP/PA prescribing behavior and specialty alignment. Outdated segmentation and data limitations obscure true influence and overlook this group. As a result, key decision-makers are being missed across a range of conditions. POCN Group addresses this by offering enriched data, behavioral insights, and NP/PA-specific messaging that enables precision engagement with the clinicians driving today’s treatment decisions.

What prevents pharma from evolving its outreach strategies?

Two major barriers exist: legacy systems and internal mindset gaps. Many pharma teams still segment based on prescribing behavior alone, assuming more data or longer lists will solve the problem. But when it comes to NPs and PAs, that approach falls short. These clinicians are not just high-volume prescribers; they’re holistic treaters who care for the whole patient, blending clinical rigor with patient-centered thinking. Too often, NP/PA insights are missing from the data given to brand teams, meaning these clinicians aren’t recognized as a priority despite their growing influence. POCN Group helps marketers connect to the right audience while providing deep behavioral and attitudinal insights and tailored engagement strategies to improve brand performance.

Can you share any examples or data showing how NPs and PAs are influencing patient outcomes in underserved areas?

NPs and PAs are measurably improving patient outcomes in underserved areas. A 2024 national study found that nearly 1 in 4 PAs and a growing number of NPs practice in federally designated shortage areas, including rural towns and low-income urban neighborhoods. These clinicians help manage chronic conditions, reduce ER visits, and increase follow-up care in communities where physicians are scarce. A Columbia Nursing study showed that primary care practices with NPs in underserved areas saw better care access and higher patient satisfaction. Additionally, research published in The Journal of Nutrition confirmed that NPs often serve communities with higher poverty rates and poorer health outcomes, delivering care that matches physicians in quality and safety.

How is POCN Group using data and insights to help life sciences companies better understand and connect with NPs and PAs?

At POCN Group, we are redefining how the life sciences industry engages Nurse Practitioners and Physician Associates, two of the fastest-growing and most clinically active healthcare segments. With access to proprietary data on over 780,000 advanced practice clinicians in the US, we help life sciences brands identify, understand, and engage the right NPs and PAs at the right time. We have spent the last decade cultivating trust and building relationships. Using this network, we offer education, resources, and professional development tailored to NPs and PAs. Leveraging insights from this community, POCN Group developed proprietary algorithms to identify NP/PA specialties with precision beyond traditional taxonomy systems. This breakthrough provides pharmaceutical companies with a new level of targeting and engagement. Through proven, scalable offerings – including PeerCast, Centers of Excellence, POCN+, and targeted omnichannel drivers – POCN Group empowers brands to activate credible, clinician-to-clinician education that supports decision-making across the treatment lifecycle. This strategic model moves beyond traditional KPI-driven campaigns, focusing on delivering high-value, attitudinal-driven engagement that empowers NPs and PAs to practice at the top of their license.

What kind of data or insights are most valuable in helping pharma companies develop effective strategies for engaging with this group of healthcare providers?

Pharma companies gain the most value from data showing how NPs and PAs actually treat patients, including prescribing patterns, condition focus, and engagement with education. Insights into clinical activity, preferred learning formats, and influence within peer communities help brands craft smarter, more relevant strategies that truly resonate with this growing and trusted group of providers.

What are some of the key benefits for pharma companies when they engage NPs and PAs more effectively in terms of improving patient care and outcomes?

By actively engaging NPs and PAs, life sciences companies help drive improved patient outcomes. NPs and PAs are highly valuable and reliable resources for patients, often on the frontlines of building treatment plans and managing chronic conditions. By supporting NPs and PAs with the right education and resources, pharma companies can help improve diagnosis rates, boost treatment adherence, and ultimately drive better patient outcomes. It’s not just good strategy; it’s good medicine.

Looking ahead, how do you see the role of NPs and PAs evolving as healthcare delivery models continue to shift, particularly in rural and underserved areas?

As healthcare delivery shifts toward value-based care, telehealth, and team-based models, NPs and PAs are becoming even more central to care. In rural and underserved communities, they’re often the first and most consistent patient contact. Today, they already lead care teams, manage chronic diseases, and stay connected with patients through digital tools. Looking forward, their role will grow to include deeper involvement in care coordination, population health, and clinical leadership. Their expertise, patient-first mindset, and community presence make them essential to the future of equitable, accessible care.

How can pharma companies ensure that their engagement with NPs and PAs keeps pace with changes in healthcare delivery, and what steps should they take to stay ahead of the curve?

To keep pace with today’s healthcare environment, life sciences companies must recognize NPs and PAs as influential providers. That means investing in data-driven engagement strategies offering accessible, clinically relevant education in formats these clinicians prefer – whether digital, peer-led, or on-demand. Companies should acknowledge the expanding scope of NP/PA practice and build relationships reflecting their decision-making power. Staying ahead means listening to what matters to this audience, understanding how they practice, and providing resources that support better care, wherever they are.