How HCPs are navigating access in an era of declining rep interactions and rising patient demands
Welcome to the new normal: fewer reps, higher expectations, and patients who come prepared.
How do your target healthcare providers (HCPs) really want to interact with your brand when it comes to market access? In 2026, the answer is more nuanced than ever.
As gatekeeping tightens and HCPs see fewer pharmaceutical reps each week, every interaction carries more weight. Add to that patients arriving with their own cost research and growing access complexity in therapeutic areas like oncology and rare disease, and it’s clear that strategies need to change.
Pharmaceutical companies devote considerable resources to understanding clinical landscapes and payer dynamics, but few have the data needed to navigate these new realities and optimize their market access pull-through strategies.
Now in its fourth year, Precision AQ’s annual Healthcare Provider Survey captures how HCP behaviors and expectations are evolving in real time. This year’s findings reveal critical shifts in rep credibility, digital channel preferences, patient affordability demands, and the untapped opportunities brands are missing. For our 2026 report, we surveyed 100 actively practicing healthcare providers across multiple specialties — 70% of whom manage rare or orphan disease patients, and 49% of whom prescribe oncology therapies — to understand what’s driving their decisions toda
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