Understanding the HCP Journey: Key Stages in Prescribing Behavior

A healthcare provider’s (HCP) journey—from early-career exploration to seasoned expertise—is shaped by a complex interplay of factors, including specialty, patient demographics, access to resources, and evolving medical knowledge. Understanding these distinct stages sheds light on how HCPs make prescribing decisions and reveals opportunities to support them effectively at every phase. As Robin Hyman, Vice President of Sales Operation at Adfire Health, says, “Every practice area has its own rhythm, and understanding these nuances is key to creating campaigns that truly connect.”

This diversity is evident across specialties and roles—primary care physicians often have broader prescribing habits than specialists focusing on specific disease areas.¹ Similarly, nurse practitioners and physician assistants bring unique prescribing patterns shaped by their distinct scopes of practice. By adapting to these influences, healthcare marketers can tailor strategies to address specialty-specific challenges, demographic trends, and unique patient populations so that communication resonates at every stage of an HCP’s professional journey.

This article will provide a comprehensive guide into the HCP journey, uncovering how their needs, priorities, and behaviors shift over time. To dive deeper and gain practical tools for action, download our free toolkit: Charting the HCP Journey: An Actionable Toolkit for Influential Marketing. This resource provides a fillable journey map, strategy planning sheets, and budget trackers, empowering you to craft targeted, specialty-specific campaigns that resonate at every stage of the prescribing journey.

Early Career and Initial Prescribing: Guiding Factors in the HCP-Decision Making Process

In the early stages of their professional life, HCPs often rely heavily on established guidelines and the guidance of mentors to inform their prescribing decisions.¹ Employing evidence-based strategies cultivates a solid framework for making confident clinical decisions. However, the journey isn’t uniform across all medical fields. Specialties such as psychiatry or oncology may approach prescribing more cautiously due to the intricate nature of patient needs and the potential for complex drug interactions.

Role of Practice Area in Prescribing

Different medical specialties prioritize guidelines and approach prescribing in varied ways, based mainly on the safety profiles of medications and the complexity of patient needs within their field. For instance, cardiologists often adhere strictly to well-established guidelines due to the critical nature of cardiovascular treatments and the wealth of long-term studies available.² In contrast, oncologists dealing with life-threatening conditions and rapidly evolving treatment options may need to balance established protocols with emerging therapies, requiring a more nuanced approach to prescribing.³

Demographic Considerations

The age and tech-savviness of HCPs can significantly impact their prescribing journey. Younger HCPs, having grown up in the digital age, are often more comfortable using digital resources for information and decision support. They may rely on medical apps, online databases, and digital clinical decision support tools to inform their prescribing choices. Such a tech-forward approach influences how they access information and the type of marketing content that resonates with them. Digital platforms, interactive educational modules, and mobile-friendly resources will likely significantly impact this demographic.

Why Marketers Should Target This Stage

The early stage of an HCP’s career presents a unique opportunity for marketers to make a lasting impact. Educational content during this formative period can shape prescribing habits and brand preferences that may persist throughout an HCP’s career.⁴ Marketers can create more relevant and impactful content by aligning educational materials with the specific demands and challenges of different specialties. For example, providing oncologists with in-depth information on managing complex drug interactions or offering psychiatrists resources on personalized medicine approaches can be particularly valuable.⁵

Gaining Experience and Developing Preferences: Medical Focus Impacts Prescribing Behavior

As healthcare providers progress through their careers, their prescribing habits are heavily influenced by their chosen specialty and the unique patient outcomes they encounter. The journey from novice to seasoned practitioner is marked by an increasing reliance on specialty-specific knowledge and a deeper understanding of patient needs within their particular domain.

Role of Practice Area in Prescribing

HCPs in fields characterized by rapid innovation, such as oncology or endocrinology, often develop more flexible prescribing preferences. The constant influx of new treatments and therapies in these areas necessitates an adaptive approach to patient care. For instance, oncologists may frequently adjust their prescribing habits to incorporate groundbreaking immunotherapies or targeted treatments as they become available.¹

In contrast, HCPs in traditionally conservative fields like primary care might exhibit more stable prescribing patterns. These providers often rely on well-established treatment protocols and medications with long-term safety data. However, even within these fields, the increasing prevalence of chronic diseases and the push for personalized medicine are gradually influencing prescribing behaviors.⁶

Demographic Considerations

Mid-career HCPs often have well-established patient demographics, significantly influencing their prescribing habits. Pediatricians, for example, focus exclusively on young populations, tailoring their prescribing to address children’s unique physiological needs and safety considerations. Conversely, geriatric specialists contend with complex polypharmacy issues and age-related changes in drug metabolism.⁷

Why Marketers Should Target This Stage

For healthcare marketers, engaging with mid-career HCPs presents a valuable opportunity. Providers have accumulated substantial clinical experience at this stage but remain open to refining their approaches based on new evidence and patient outcomes. A recent survey of 500 mid-career HCPs across various specialties revealed that 78% reported their patient demographics as a primary factor in shaping their prescribing preferences.⁸ Specialty-focused data and real-world patient outcomes resonate strongly with these HCPs, helping them to fine-tune their prescribing preferences and treatment strategies.¹

Effective marketing strategies for this group might include:

• Providing specialty-specific continuing education resources
• Sharing case studies that highlight successful patient outcomes within their field
• Offering tools for patient stratification and personalized treatment selection

By tailoring their approach to the unique needs and interests of different specialties, marketers can establish stronger connections with HCPs and influence prescribing habits in a meaningful way.⁶

Adoption of New Treatments and Innovations: Balancing Evidence and Intuition

Specialty and patient demographics significantly shape how HCPs adopt innovations as they progress through their professional journeys. The interplay between an HCP’s area of expertise and the unique needs of their patients creates a complex landscape for prescribing habits and innovation adoption.

Role of Practice Area in Prescribing

Specialties characterized by rapid advancements, such as oncology, often see HCPs more readily embracing new therapies. The fast-paced nature of this field and the critical nature of patient outcomes drive a culture of innovation adoption, particularly immunotherapies, but adoption rates vary across different practice types. For example, one study showed that within 6 months of FDA approval, 51% of practices had adopted immunotherapy for lung cancer, 62% for kidney cancer, and 56% for head and neck cancer. With that said, research found rural practices were 11% less likely to adopt immunotherapy compared to urban practices. Moreover, small practices (1-5 physicians) were 27% less likely to adopt than larger ones. And, independent practices and non-academic systems were 6-9% less likely to be adopted than academic systems.⁹

On the other hand, specialties with more established treatment protocols, like primary care or specific surgical fields, may exhibit a more cautious approach to adopting new therapies. These HCPs often require more substantial evidence and real-world data before integrating new treatments into their practice.

Demographic Considerations

HCPs working with diverse or underserved populations often face unique challenges influencing their approach to new treatments. These providers may be more motivated to explore innovative solutions that address specific health disparities or cultural considerations. Providers working with diverse or underserved populations often demonstrate a greater inclination to explore innovative solutions tailored to these groups. For example, The University of Illinois Hospital in Chicago implemented a “housing first” initiative for chronically homeless emergency department patients, which led to assisting 51 patients within the first three years of the program, and an 18% decrease in healthcare costs for the patients it served.^10-11 This trend highlights how patient demographics can drive healthcare providers to seek out and adopt innovations that best serve their specific patient populations.

Why Marketers Should Target This Stage

Understanding the intersection of specialty and demographics in HCP decision-making presents a valuable opportunity for healthcare marketers to tailor their messaging and strategies. Highlighting how new treatments or technologies address specific patient populations or specialties’ particular needs can help marketers encourage adoption more effectively. HCPs may be more likely to consider new treatments when presented with data specific to their patient demographics and specialty focus.

Establishing a Prescribing Routine with Personalization: Provider-Patient Dynamics Evolve to Impact Prescribing

Over time, HCPs often establish routines specifically tailored to their medical specialty and the unique needs of their patients. At this stage, personalization becomes a key consideration in prescribing habits, reflecting the nuanced understanding HCPs have developed of their patient populations over time.

Role of Practice Area in Prescribing

HCPs in fields that manage chronic conditions, such as endocrinology or rheumatology, are more likely to personalize treatments for their patients.¹² Treatment plans for their patients are based on individual factors like lifestyle, comorbidities, and treatment response. However, procedural specialties may adhere more closely to standard protocols. For instance, orthopedic surgeons often follow established guidelines for post-operative pain management, with some variation based on patient-specific factors. However, even in these specialties, there is a growing trend towards incorporating personalized elements into care plans.¹³

Demographic Considerations

HCPs with stable, long-term patient relationships, such as geriatricians or family practitioners, often place a high value on treatments that support individualized care. For instance, geriatricians will consider patient-specific factors like frailty, cognitive status, and social support when prescribing medications.¹⁴

With that said, some specialists may see patients only for specific procedures or limited follow-ups. In these cases, personalization may focus more on tailoring the intervention to the patient’s specific medical needs rather than long-term lifestyle factors. The Journal of the American College of Surgeons reported that 78% of surgical specialists emphasize procedure-specific personalization over long-term care planning.¹⁵

Why Marketers Should Target This Stage

Understanding the importance of personalization in established HCP practices presents a valuable opportunity for healthcare marketers. Campaigns emphasizing personalized treatment benefits and adaptable product features can be particularly impactful, aligning with HCPs’ established routines and patient-centric approaches. HCPs may be more likely to prescribe treatments that offer flexibility in dosing or administration to accommodate patient-specific needs.

Effective strategies might include:

• Developing case studies that demonstrate how a treatment can be tailored to different patient profiles within a specialty
• Creating tools that help HCPs easily customize treatment plans based on patient-specific factors
• Highlighting features of medications or devices that allow for individualized dosing or application

Ongoing Adaptation and Responsiveness: Prescribing Behavior in an Evolving Healthcare Landscape

Experienced healthcare providers continuously adapt their prescribing habits based on new research, guidelines, and specialty-driven advancements, with demographic needs often guiding their responsiveness. Incorporating new insights and adapting clinical approaches becomes increasingly important for HCPs in providing top-tier care as their careers evolve.

Role of Practice Area in Prescribing

HCPs in research-heavy specialties, such as oncology and cardiology, tend to stay more current with new treatments and advancements. Oncologists actively update their treatment protocols based on new research findings, primarily through adherence to regularly revised clinical practice guidelines such as those from the National Comprehensive Cancer Network (NCCN).¹⁶

However, HCPs in slower-moving fields may update their prescribing practices less frequently due to the stability of existing treatment protocols, the impact of administrative burdens associated with prior authorization, and resistance to changing established habits.^17-19

Demographic Considerations

Providers working with changing patient demographics, particularly in urban settings, are often quicker to adapt treatments to fit shifting population health trends. Factors contributing to this include diverse and rapidly changing patient populations and generally better access to resources and updated research findings. Other factors include a greater emphasis on the importance of evidence-based practices and tailored care, and collaborative care models that promote interdisciplinary approaches to treatment.^20-25

Why Marketers Should Target This Stage

Understanding the adaptive nature of experienced HCPs presents a valuable opportunity for healthcare marketers. Messaging that includes recent research updates, specialty-specific case studies, and guidelines can reinforce adaptability and relevance. According to a report by Elsevier, HCPs are more likely to engage with marketing materials that directly address recent changes in their field and provide actionable insights for patient care.²⁶

Effective strategies might include:

• Developing concise research summaries tailored to specific specialties
• Creating interactive tools that help HCPs apply new guidelines to their patient populations
• Offering continuing education programs that focus on emerging trends in patient demographics and treatment responses

Empowering Providers: Supporting the HCP Journey to Improve Patient Outcomes

Understanding the critical stages in the HCP journey provides valuable insights into how prescribing behavior evolves. As healthcare providers progress through their medical careers, various factors significantly influence their decision-making processes, including specialty, patient demographics, and continuous education. Recognizing these dynamics enhances our comprehension of how HCPs make treatment choices and informs effective engagement and support strategies. By fostering an environment that encourages ongoing learning and adaptation, stakeholders can better align with healthcare providers’ needs, ultimately leading to improved patient outcomes and more effective healthcare delivery.

At Adfire Health, we work with healthcare marketers to create optimized, highly effective, data-based digital engagement strategies. With Thumbprint™, our segmented data ecosystem of over 8.2 million healthcare professionals, we can offer direct access to healthcare professionals nationwide. We bring our years of hands-on experience to every new campaign and work with you to get the best results possible. Contact us to learn more about what we can do for your business.