Nearly one-third of prescriptions are written by Nurse Practitioners and Physician Assistants, yet most pharma brands still treat them like secondary targets. Physician-first strategies, recycled creative, and media-only optimization are leaving growth on the table. This keynote challenges the industry’s outdated HCP model and makes the case for a new one: human-led, AI-powered insight that fuels bold creative and smarter media. Drawing from NP/PA councils, social intelligence, and healthcare-specific analytics, we’ll show why incremental tweaks won’t move the needle, and what it really takes to influence today’s digitally native prescribers.

• The MD-first model is costing you growth: Why emerging prescribers require a fundamentally different approach
• Media can’t fix weak strategy: Creative and insight, not optimization tricks, drive real performance
• AI alone isn’t the answer: Human expertise turns data into decision-grade intelligence
• Behavior change > impressions: How to convert attention into measurable prescribing impact