Soft-hadron measurements in high-energy collisions of small systems like p-Pb and d-Au show peculiar qualitative features (long-range rapidity correlations, flattening of the p T -spectra with increasing hadron mass and centrality, non-vanishing Fourier harmonics in the azimuthal particle distributions) suggestive of the formation of a strongly-interacting medium displaying a collective behaviour, with a hydrodynamic flow as a response to the pressure gradients in the initial conditions. Hard observables (high-p T jet and hadron spectra) on the other hand, within the current large systematic uncertainties, appear only midly modified with the respect to the benchmark case of minimum-bias p-p collisions. What should one expect for heavy-flavour particles, initially produced in hard processes but tending, in the nucleus-nucleus case, to approach kinetic equilibrium with the rest of the medium? This is the issue we address in the present study, showing how the current experimental findings are compatible with a picture in which the formation of a hot medium even in proton-nucleus collisions modifies the propagation and hadronization of heavyflavour particles.