NASH has the potential to be a large and lucrative therapy market owing to the prevalence of the disease and the lack of approved agents. Patients with NASH are at risk of liver fibrosis, cardiovascular disease, and cancer. Currently, physicians are limited to off-label therapies that have limited evidence to support prescribing. Consequently, there is a pressing need for new, effective drug treatments. In this report, hepatologists reveal what attributes drive their prescribing and what they are looking for in terms of efficacy, safety, and delivery from future treatments. Using the Target Product Profile (TPP) simulator, we can establish physicians’ preference for emerging drugs and assess if these drugs can capitalize on the untapped NASH space.