A
Allied Healthcare Professional (AHP)
A healthcare professional who is not a physician, pharmacist, or nurse but provides clinical or supportive healthcare services, including physiotherapists, dietitians, occupational therapists, respiratory therapists, chiropractors, and other regulated healthcare professionals.
Audience Intelligence
The process of identifying, segmenting, validating, and understanding healthcare professional audiences using demographic, specialty, behavioral, geographic, and engagement data to improve communication effectiveness and targeting precision.
b
Behavioral Segmentation
A healthcare audience targeting methodology that groups healthcare professionals based on engagement behavior, clinical activity, communication responsiveness, prescribing trends, or therapeutic focus rather than demographics alone.
Brand Activation
Healthcare marketing initiatives designed to improve healthcare professional awareness, engagement, recommendation activity, education participation, or product adoption.
c
CASL (Canada’s Anti-Spam Legislation)
Canadian legislation governing commercial electronic communications, including healthcare email marketing and digital outreach. CASL establishes consent and communication requirements for organizations communicating with healthcare professionals and consumers in Canada.
Compliance Communications
Regulated healthcare communications related to recalls, safety notices, product updates, risk minimization, operational alerts, and compliance-driven outreach initiatives.
Continuing Education (CE) Programs
Educational initiatives that provide healthcare professionals with ongoing clinical learning and professional development opportunities.
Cross-Matching
The data validation process of comparing an HCP database against PTM’s proprietary AxisOne™ database to systematically identify usable, duplicate, outdated, and missing records.
d
Direct Mail Programs
Healthcare communication campaigns that distribute physical educational materials, safety notices, promotional content, IFU updates, or healthcare communications to healthcare professionals and healthcare facilities.
Digital HCP Engagement
The use of digital communication channels such as email, webinars, microsites, portals, surveys, and virtual education programs to engage healthcare professionals.
e
Email Deliverability
The metric and process of successfully landing promotional or clinical emails directly into a healthcare professional’s inbox, rather than having them blocked, bounced, or routed to a spam or junk folder.
Email Marketing for Healthcare Professionals
Targeted healthcare communication programs designed to deliver educational, clinical, operational, or promotional content to verified healthcare professionals through compliant email outreach.
Engagement Intelligence
The analysis of healthcare engagement behavior, campaign performance, participation trends, and HCP responsiveness used to optimize healthcare communication strategy.
F
Fax Outreach
Healthcare communication delivered through fax channels commonly used by physicians, pharmacies, hospitals, clinics, and healthcare facilities across Canada.
Field Safety Notice
A regulated healthcare communication issued to healthcare professionals regarding safety concerns, product corrections, risk mitigation, or operational actions associated with medical devices or healthcare products.
g
Geographic Targeting
The process of segmenting healthcare audiences by province, postal code, institution, health authority, territory, or regional healthcare market.
GP/FM Best Cut
A refined segment of highly active office-based General Practitioners and Family Medicine physicians identified through practice activity indicators, prescribing behavior, and engagement characteristics to support more precise healthcare audience targeting and commercial planning initiatives.
Generalists
Healthcare professionals whose clinical activity is not restricted to a specific subspecialty or narrow area of focus.
h
Healthcare Professional (HCP)
An individual who provides healthcare services or influences healthcare decisions, including physicians, pharmacists, nurses, specialists, nurse practitioners, technicians, and allied healthcare professionals.
HCP Audience Validation
The process of verifying healthcare professional credentials, licensing status, specialty information, eligibility, and practice activity before participation in healthcare communication or engagement programs.
HCP Care Journey
The clinical decision-making, education, prescribing, referral, and patient management activities healthcare professionals follow when diagnosing, treating, and supporting patients within a specific disease area.
HCP Database
A structured healthcare audience database containing healthcare professional demographic, specialty, facility, geographic, engagement, and communication preference data used for healthcare targeting and engagement programs.
HCP Engagement
Communication, education, outreach, and feedback initiatives designed to inform, engage, and interact with healthcare professionals across healthcare channels.
HCP Reach
The measurable number of healthcare professionals or healthcare facilities accessible through healthcare communication, engagement, or targeting programs.
Hard-to-Reach HCPs
Healthcare professionals who are difficult to engage through traditional communication channels due to limited digital responsiveness, institutional restrictions, geographic location, communication preferences, or limited accessibility.
Healthcare Call Centre
A specialized healthcare support centre providing patient support, reimbursement coordination, education support, therapy adherence, healthcare professional engagement, and healthcare communication services.
Healthcare Fulfillment Infrastructure
PTM’s Health Canada-licensed fulfillment infrastructure supporting the compliant storage, packaging, distribution, and tracking of pharmaceutical samples, starter kits, clinical materials, and healthcare communications across Canada.
Healthcare Live Support
Real-time support provided by trained healthcare specialists to assist healthcare professionals and patients with education, onboarding, reimbursement navigation, program participation, or therapy-related questions.
i
IFU (Instructions for Use)
Documentation provided with medical devices or healthcare products that explains approved product usage, safety instructions, operational guidance, and regulatory information for healthcare professionals and users.
Insights Programs
Healthcare research and feedback initiatives designed to collect healthcare professional opinions, engagement data, market perceptions, educational needs, and healthcare intelligence.
l
Licensed Doctors
Actively licensed Canadian medical doctors recognized by provincial regulatory bodies. Retired physicians and medical residents are typically excluded from this classification.
Lifecycle Marketing
Healthcare communication and engagement strategies designed to support brands across pre-launch, launch, growth, maturity, and post-market stages.
List Hygiene
The ongoing process of validating, updating, and cleaning healthcare audience data to remove duplicate, outdated, inactive, or non-practicing healthcare professionals before campaign deployment.
m
MAP® (Medicine Actively Practiced)
PTM’s proprietary physician segmentation methodology that categorizes healthcare professionals based on the medicine they actively practice full-time rather than solely on licensing or board certification. For example, a GP/FM practicing Emergency Medicine full-time would be categorized as an Emergency Medicine physician rather than a traditional family physician. This methodology supports more precise healthcare audience targeting and stronger communication relevance.
MAP® Interest (I)
Defines a secondary or non-exclusive clinical interest actively practiced by a healthcare professional in addition to their primary specialty or practice area.
MAP® Practice (P)
Defines a healthcare professional’s primary full-time clinical specialty or active practice area.
Market Access
Programs and initiatives designed to improve patient access to therapies through reimbursement support, healthcare education, patient assistance, and payer-related communication programs.
MedVerify®
PTM’s healthcare professional audience validation solution used to verify HCP eligibility, credentials, licensing status, and audience quality for healthcare communication and engagement programs.
Microsite
A dedicated campaign-specific web experience or landing page created to support healthcare launches, engagement programs, educational initiatives, product awareness campaigns, or healthcare communication activities.
Multichannel Marketing
A healthcare communication strategy that uses multiple outreach channels such as email, fax, direct mail, call centres, and digital engagement to reach healthcare audiences.
o
Omnichannel Engagement
A coordinated healthcare communication strategy that uses healthcare professional preferences, engagement behavior, and channel responsiveness to deliver more connected and relevant communication experiences across channels.
p
Patient Adherence Program
A healthcare support initiative designed to help patients remain on prescribed therapy through reminders, education, coaching, monitoring, and ongoing engagement support.
Patient Journey
The sequence of experiences, decisions, treatments, and healthcare interactions a patient moves through from diagnosis and therapy initiation to ongoing care and disease management.
Patient Support Program (PSP)
A structured healthcare service designed to support therapy access, reimbursement coordination, onboarding, adherence, education, and continuity of care for patients and healthcare providers.
Pharmaceutical Marketing
Healthcare marketing activities focused on engaging healthcare professionals through education, awareness, communication, brand support, and healthcare engagement programs.
Precision Targeting
The use of healthcare audience intelligence, segmentation, and engagement data to reach highly relevant healthcare professionals based on specialty, geography, clinical activity, or behavioral signals.
r
Recall Management
The operational planning, communication, execution, reconciliation, and reporting processes associated with healthcare recalls, market withdrawals, and safety notices.
Reimbursement Support
Healthcare services that help patients, healthcare professionals, and clinics navigate insurance coverage, reimbursement requirements, and therapy access processes.
Risk Minimization Program
A regulated healthcare communication initiative designed to reduce product-related risk through targeted education, safety communication, monitoring, and healthcare professional engagement.
s
Sampling Program
A regulated healthcare initiative that distributes pharmaceutical samples, healthcare materials, or educational products to eligible healthcare professionals through compliant fulfillment workflows.
Segmentation
The process of organizing healthcare audiences into distinct groups based on specialty, geography, prescribing activity, clinical focus, engagement behavior, or healthcare practice characteristics.
t
Therapy Initiation Program
A healthcare support workflow designed to help patients begin therapy successfully through onboarding, education, reimbursement coordination, and ongoing support services.
Triggered Communications
Automated healthcare communications initiated by predefined actions, engagement behavior, workflow activity, or healthcare program events.
v
Verified HCP Audience
A healthcare audience that has been validated for licensing status, professional eligibility, specialty, practice activity, and communication compliance requirements.