The trend: Nearly three-quarters (73%) of nurse practitioners and physician assistants prefer pharma communications over email, but preferences for other channels like text messages are gaining ground, per a new HealthLink Dimensions study. It surveyed 219 US nurse practitioners (NPs) and physician assistants (PAs) in July and August 2025.

Digging into the data: NPs’ and PAs’ preference for email was similar to physicians’, but the two groups differed across other channels.

• 70% of NPs, PAs and physicians prefer to receive pharma outreach via email—the top preferred outreach channel across the board.
• But 41% of NPs and PAs like to get information from pharma companies at conferences, compared with just 28% of physicians.
• 36% of NPs and PAs are open to in-office visits from pharma sales reps, up from just 3% last year. But that’s still lower than the 52% of doctors who like in-office visits.
• 32% of NPs and PAs say text messages are a preferred communication channel, and 20% like social media outreach. That compares with 18% of physicians on text and 14% on social media.

Why it matters: NPs and PAs are taking on greater roles in primary care amid physician shortages and rising demand for services.

• NP employment is expected to grow 40% between 2024 and 2034, per the Bureau of Labor Statistics. It was the fastest-growing occupation in 2025.
• PA employment will increase 20% during the same time period, per BLS.
• But fewer doctors are choosing careers in primary care: 24% of US physicians are in core primary care specialties, well below the 50% target, per a 2024 American Journal of Medicine study.

What it means for pharma marketers: As more NPs and PAs step up to fill physician shortage gaps, pharma marketers need to tailor communications specifically to them.

Here’s how pharma marketers can most effectively reach NPs and PAs:

• Go to their preferred social platforms. Their top choices are Facebook (57%) and LinkedIn (49%), per the HealthLink Dimensions survey. Create relatable, informative videos by NP and PA healthcare advocates or influencers.
• Take advantage of their growing interest in in-office visits. Offer NP/PA-tailored lunch talks or continuing medical education training.
• But make sure to blend in-person and digital outreach. Busy clinicians of all kinds are restricting in-office access. Visits should be followed up with digital informative resources on a drug or treatment delivered via email or text.

Go deeper with our just-published Physician Marketing 2025 report.

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