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.