Data Shows 63% of Registered HCPs Don't Enroll a Single Patient. Here’s How to Bridge the 'Activation Gap.

Data Shows 63% of Registered HCPs Don't Enroll a Single Patient. Here’s How to Bridge the 'Activation Gap.
Launch data reveals a critical gap between HCP intent and action. How can pharma teams and physicians close it?

In the initial phase of a pharmaceutical launch, "HCP registrations" is a closely watched metric. It’s seen as the first signal of interest from the medical community. 

Real-world data from a recent Patient Support Program (PSP) launch, however, suggests we must look deeper. 

When we analyzed the HCP funnel, we uncovered a significant finding. While 79 specialists registered for the program, a full 63% of them did not enroll a single patient during this initial phase. 

This is the 'HCP Activation Gap.' It's the critical disconnect between an HCP's intent to provide support and their action of enrolling a patient. 

The Cost of Friction 

Why does this 63% gap exist? It's not a lack of interest. A doctor doesn't take time out of their day to register for a program they don't see value in. 

The gap exists because of friction. 

In a busy clinic, the HCP's workflow is the single most important factor. Every extra click, every separate login, and every complex form is a barrier. The physician sees the value but is blocked by a tool that isn't integrated into their reality. They plan to "do it later," but in a clinical setting, "later" rarely arrives. 

For brand teams, this 63% gap represents a major, untapped opportunity. It is two-thirds of an engaged, interested audience that hasn't been successfully activated to help patients. 

From Registration to Activation: A Workflow-First Approach 

Bridging this gap requires a new perspective. The goal of a PSP must shift from simply gaining registrations to enabling enrollment. 

This requires a platform built on a "workflow-first" principle. It must be designed to integrate seamlessly into the physician's existing habits, not force them to create new ones. 

This is how you bridge the 'Activation Gap': 

  1. Respect the Clinical Workflow: The platform must offer a "one-step" enrollment that takes seconds, not minutes. If it breaks the flow of a consultation, it has already failed. 

  2. Provide Smart, Proactive Support: The platform shouldn't be a passive database. It should use data to intelligently support "dormant" HCPs, offering automated reminders or simplified tools to help them enroll that critical first patient. 

  3. Demonstrate 'Beyond the Clinic' Value: The moment an HCP enrolls a patient, they should be rewarded with immediate, tangible value. For them, this is the power to extend their care beyond the clinic walls—gaining real-time data on their patient's adherence, all while the platform handles the day-to-day support. 

Stop counting registrations. Start measuring activations. 

The 63% 'Activation Gap' isn't a failure; it's a clear, data-backed insight into the importance of user experience. The StayOnTreatment.com solution is designed to close this gap, turning HCP interest into patient adherence by respecting the clinical workflow.