For years, HCP marketing has focused on building the right target list. But according to Nicholas Kreifels, senior director of market development at Phreesia Network Solutions, the bigger challenge today is timing. Historical claims data and predictive models can help identify who might be worth reaching, but they often fail to determine when reaching them would be impactful.
In this interview, Kreifels explains how ProviderConnect reaches the right clinicians at the right time by leveraging the pre-appointment window. Keeping privacy at the center, ProviderConnect centers on patient-level relevance and is powered by real-world care signals instead of inference and engagement data alone.
He shares early campaign results across both large multi-indication brands and rare disease categories, discusses the importance of reaching non-physician prescribers and explains how Phreesia now allows marketers to reach both the patient and HCP leading upto an appointment, to support more productive treatment discussions.
The conversation also dives into Phreesia's new partnership with DeepIntent and offers a look at how real-world care signals could reshape the future of HCP marketing. Kreifels explores why marketers may soon move beyond the traditional target list approach.