Glossary
HCP (Healthcare Professional)
The licensed clinical audience pharma promotional content is either aimed at directly, or distinguished from.
A physician, nurse practitioner, pharmacist, or other licensed clinician who can prescribe or influence prescribing. HCP content is typically allowed more clinical detail and technical language than DTC (direct-to-consumer) content aimed at patients, and it usually carries different fair balance and disclosure expectations as a result. Whether an asset is built for an HCP or a patient audience is one of the first things a brand's content strategy has to decide, since it changes what depth of claim and what tone is appropriate.