Key Takeaways

The four components below are essential for campaigns designed to influence prescribing behavior:

• The Right Audience: Use prescribing, diagnosis, and procedural data to reach providers actively treating your condition.
• Reach: Most impressions occur on mobile, in-app, and across display, video, and native channels.
• Insights: Go beyond clicks by using pixel data to track return visits and link engagement to NPI-level activity.
• Time: Plan for 12 to 16 weeks to build frequency, retarget effectively, and drive measurable script lift.

1. Start with the Right Audience

Many campaigns begin with targeting, but static specialty lists often fall short. They miss the nuance of real-time clinical activity and fail to capture true prescribing intent. To drive meaningful change, targeting must reflect what HCPs are doing, not just who they are.

High-performing campaigns focus on HCPs who are:

• Actively treating patients within the relevant therapy area
• Writing prescriptions or making diagnoses that align with your brand
• Performing procedures connected to your treatment pathway

The chart below shows how behavioral filters refine a broad HCP pool into a high-intent audience. From 100,000+ potential HCPs, layers of clinical activity narrow the group to those most likely to engage, based on recent treatments, prescribing history, and procedure data.

This approach ensures your media budget reaches the most relevant HCPs, improving campaign precision and impact.

The most effective strategies use multi-payer claims data to build dynamic, NPI-level segments that are refreshed regularly to reflect evolving clinical patterns.

When audiences are based on real-world activity, campaigns deliver stronger relevance, higher engagement, and more measurable outcomes.

2. Plan Channel Mix to Maximize Reach

Maximizing reach and frequency requires more than just increased spend. Campaigns must be planned around how HCPs actually consume content across devices and platforms.

Trade Desk data (Q2 2025) shows that over 50 percent of impressions are served on mobile, and 84 percent appear in-app. Most inventory is split across display (55 percent), video (20 percent), and native (16 percent) formats.

To reach HCPs effectively, campaigns should:

• Use at least five formats to diversify delivery and increase touchpoints
• Prioritize mobile-first and responsive creative
• Include display banners, short-form video, and native formats
• Optimize placements for in-app environments
  

Source: Addressable media mix for 1.3M U.S. physicians via Trade Desk, Q2 2025.

This approach ensures content appears where and how HCPs are most likely to engage, resulting in better delivery, stronger frequency control, and higher overall impact.

3. Track Behavior Beyond the Click

Click metrics only capture surface-level interaction. To influence prescribing decisions, campaigns must measure how HCPs engage after exposure.

That begins with a website pixel.

A well-placed pixel allows marketers to monitor:

• Page views, scroll depth, and time spent on key content
• Return visits across multiple sessions
• View-through conversions that occur without direct interaction

When paired with NPI-level targeting, this behavioral data becomes actionable. Marketers can link activity back to individual HCPs, identify high-intent behaviors, and optimize messaging accordingly.

Wrango’s data shows that desktop users are twice as likely to return to site content compared to mobile users. This trend is especially strong among physicians and nurse practitioners, indicating deeper research behavior on desktop.

By focusing on meaningful signals, not just clicks, marketers can make better decisions and strengthen campaign performance throughout the HCP journey.

4. Give it Time to Work

Prescribing behavior evolves gradually. It is shaped through repeated exposure, message reinforcement, and trust over time. Short campaigns often underperform because they do not align with how HCPs make clinical decisions.

To drive measurable script lift, campaigns must be given enough time to build frequency, sequence messaging, and re-engage interested HCPs.

Running a campaign for 12 to 16 weeks allows for:

• Sequenced messaging across the decision journey
• Strategic retargeting of engaged NPIs
• Sustained exposure that builds familiarity and recall

When combined with intent-based targeting and omnichannel media, longer campaigns show compounding effects. Over time, consistent engagement strengthens brand perception and increases the likelihood of influencing prescribing choices.

Giving a campaign time to run its full course ensures alignment with real-world clinical decision-making patterns.

Final Thoughts

When campaigns are grounded in real-world behavior, delivered through relevant channels, measured with purpose, and given time to resonate, influencing prescribing becomes a repeatable outcome.

By applying these principles, marketers can move beyond impressions and begin shaping the decisions that ultimately improve patient care.

Data Transparency

Trust Starts With Accuracy

In healthcare marketing, data accuracy is the foundation of effective engagement. Without clean, verified, and compliant audience data, brands risk delivering misleading insights, which can weaken communications and reduce engagement with HCPs. Ensuring that data is reliable not only improves targeting but also fosters trust between brands and healthcare professionals.

How Wrango Ensures Data Transparency:

• Built on Real-World Data (RWD): We leverage medical claims, pharmacy claims, and EHR event data from verified sources to ensure precise audience segmentation.
• Patient-Centric Insights: By integrating patient journey data, Wrango doesn’t just identify prescribers—it provides context around how many patients an HCP treats, payer type composition, and estimated adherence rates.
• HIPAA-Compliant & SOC 2 Type II Certified: We prioritize non-PII, anonymized insights, ensuring full compliance with industry regulations while maintaining audience accuracy.
• HCP-Level Engagement Tracking: Our platform connects HCP interactions across campaign signals, website activity, and survey insights, creating a more complete view of engagement while adhering to strict data privacy protocols.

Transparent data fosters credibility and stronger HCP engagement, enabling brands to deliver accurate, data-backed insights that drive better decision-making.

Measurement Transparency:

Proving Real Impact

Healthcare advertisers invest heavily in campaigns, but without clear measurement, understanding real-world impact can be challenging. Traditional metrics like clicks and impressions only tell part of the story, often lacking visibility into how HCPs engage beyond the ad.

Wrango provides full-funnel measurement, ensuring brands gain deeper insights into HCP engagement across multiple touchpoints.

• Beyond Clicks: Track how HCPs move from ad exposure to deeper engagement on branded content.
• Cross-Channel Attribution: Identify which media—programmatic, search, social, endemic—drives meaningful engagement.
• HCP Journey Analysis: Measure real-world behavior across digital touchpoints to refine targeting and messaging.
• Predictive Insights: Use historical data to identify high-intent HCPs and optimize outreach.

With Wrango, brands don’t just measure engagement—they understand what drives action and optimize campaigns with confidence.

Pricing Transparency:

No Hidden Costs, Just Clear Value

Pricing in healthcare marketing is often complex, with varying costs for audience targeting, media buying, and measurement. Without clear visibility, advertisers may struggle to allocate budgets effectively.

At Wrango, we simplify pricing and eliminate uncertainty by offering:

• Flat, transparent pricing for HCP audiences—no additional costs for refining segmentation.
• No hidden fees for data access, targeting, or measurement—ensuring full budget clarity.
• Flexible service models including self-service and managed service, allowing brands to choose the best approach for their needs.

With a straightforward pricing structure, advertisers can make informed decisions, optimize budgets, and maximize the impact of their campaigns with confidence.

Why Transparency is the Key to Smarter HCP Marketing

Transparency isn’t just a best practice—it’s a strategic advantage. When healthcare brands can trust their data, measure real engagement, and invest with confidence, they maximize both impact and efficiency. At Wrango, we’re setting a new standard for transparency in HCP marketing, ensuring brands can deliver reliable insights that empower practitioners to make informed treatment decisions.

The Challenge:

Traditional targeting is no longer enough

HCP engagement is evolving. Traditional targeting helps reach the right physicians, but truly effective marketing requires understanding how HCPs interact with content, what influences their decisions, and when they take action.

Standard performance metrics like clicks and impressions offer a limited view, while behavioral insights provide a clearer picture—revealing the digital touchpoints that shape prescribing behavior.

The Shift

Use engagement data that goes passed the impression or click to measure intent

Wrango’s HCP Journeys Analytics bridges this gap by combining real-world clinical data with digital engagement tracking. Our approach moves beyond traditional audience segmentation to answer critical questions that influence prescribing behavior:

• Who is engaging? Understand which HCPs interact with content most—not just by specialty, but by behavioral intent.
• Where are they engaging? Identify the channels, content, and messaging that resonate best.
• What drives action? Gain visibility into how engagement translates into real-world outcomes, such as increased prescribing intent.

HCP engagement spans multiple touchpoints. Wrango’s HCP Journeys Analytics enables marketers to track, interpret, and act on these signals in real time.

The Data

What We’ve Learned from HCP Journeys Analytics

HCP engagement is an ongoing process, not a single interaction. Wrango’s analysis of HCP behavior reveals key insights that help brands refine targeting and drive meaningful engagement:

• Engagement goes beyond the ad. HCPs often move from ads to educational content and brand websites, signaling deeper interest.
• Not all engagement is equal. Clicks and video completions don’t always indicate intent—tracking post-click behavior helps distinguish passive viewers from active researchers.
• Website behavior signals prescribing intent. HCPs exploring condition-specific resources and treatment pages are more likely to be in the decision-making process.

These insights reveal that engagement goes beyond clicks—it signals intent. Wrango’s HCP Journeys Analytics helps brands track, interpret, and act on these signals in real time for more strategic outreach.

The Opportunity

Leveraging behavioural data makes your campaign smarter and more likely to succeed

With HCP Journeys Analytics, brands can go beyond traditional segmentation and leverage real-world behavioral insights to enhance their marketing strategies:

• Build high-intent HCP audiences. Move beyond specialty-based targeting by segmenting HCPs based on diagnoses, procedures, prescriptions, and tests for a more precise approach.
• Optimize messaging in real time. Track HCP engagement across campaigns and websites to refine content dynamically and ensure relevance.
• Measure the full HCP journey. Connect campaign signals, website interactions, and survey insights to gain a comprehensive view of engagement from discovery to prescription.

By harnessing behavioral data, brands can create more personalized, data-driven campaigns that resonate with HCPs and drive meaningful impact.

The Future of HCP Engagement Is Here

Traditional targeting and surface-level metrics no longer capture the complexity of HCP decision-making. Wrango’s HCP Journeys Analytics connects digital engagement with real prescribing intent, enabling brands to move beyond visibility to meaningful impact. By tracking how, when, and why HCPs engage, marketers can optimize every touchpoint, refine strategies in real time, and drive smarter, data-backed decisions.