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On March 22, 2023, the Point of Care Marketing Association hosted 270 healthcare marketers at its annual POC NOW Industry Summit at City Winery in New York City. The demand and excitement for this event was validated with our record-breaking attendance and for a second year in a row, this summit sold out!
The day was filled with thought-provoking content from over 20 speakers providing compelling insights on important topics for Point of Care marketers. The content tied back to our theme of Evolution, Impact & Innovation. See below for the content and check out the photos and video coverage from the events throughout the day.
For the event’s inaugural POC Excellence Awards, the POCMA honored those who have demonstrated excellence by effectively utilizing this channel. A panel of independent industry experts reviewed entry submissions across four categories and the POCMA awarded three companies and named eight finalists based on criteria including overall strategy, creativity and performance.
As media channels and sources available for healthcare information expand and evolve, Point of Care is an increasingly critical component in the prescribing journey for both patients and physicians. This session will present key findings from Kantar’s MARS Consumer Health and Physician Strategic Insights studies to help marketers better understand POC’s value and role.
VP Product and Research Operations
Kantar Media Healthcare Research
The patient experience has shifted over time. Learn about what a patient and HCP expects in the future and how Point of Care plays a role in the overall improvement to health outcomes.
Managing Director
Deloitte
Co-Founder
CLOZTALK, ImermanAngels
Director of Inpatient Consultative Dermatology and Co-Director of Multi-disciplinary Graft-versus-Host Disease Clinics
Memorial Sloan Kettering Cancer Center
In this Fireside chat, Dr. Mitesh Patel will discuss how technology can be used to nudge patient outcomes at the point-of-care. Nudges are subtle changes to the way information is framed or communications are delivered that can have an outsized impact on decision and behavior. Dr. Patel has led over 25 clinical trials testing and scaling these approaches targeted to HCPs and patients. He will provide a framework for how to think about using nudges and provide examples of different point-of-care channels that can influence HCP and patient behavior.
Sr. Director, Omnichannel Experience Strategy & Planning
Bristol Myers Squibb
Principal
The Virtual Nudge Unit
A deep dive discussion on data-driven measurement of Point of Care impact on brand outcomes. Review best practices for incorporating Point of Care into Marketing Mix Models and Test vs Control studies.
Managing Partner
Syneractiv
Director of Global Media Operations
Merck & Co.
Associate Principal
ZS
Director, Business Intelligence
Publicis Health Media
Chief Strategy Officer
MedFuse
The POC channel provides a valuable space for brand exposure, but planning for this channel is unique. Together with agency and client leaders, this session will discuss real-world best practices for planning an effective POC campaign.
Editor-in-Chief
MM+M
AD of Media
Sanofi
US Media Strategist, Oncology
Merck & Co.
Associate Director
Rapport
Vice President, Point of Care
Publicis Health Media
Pharma wants innovation. Much of this innovation exists at the POC solution level, however, traditional processes and policies can be obstacles to the mutual success that brand managers, agencies and vendor/partners are seeking.
VP, Client Solutions
ConnectiveRx
The health journey of women is distinct in its needs and challenges. This session will discuss some of these critical distinctions and the role of POC in providing vital education and awareness in support of women’s health.
President
DKG Solutions Inc
CEO & Co-founder
Elektra Health
Founding Physician, Chief Innovation Officer
Kindbody
The Point of Care Excellence Awards were developed to honor those who have demonstrated excellence by effectively utilizing this channel.
Four categories were judged:
Best Patient Targeted Campaign – the best performing POC campaign developed to reach and educate patients.
Best Custom Point of Care Creative – reflects a campaign exclusively created for the Point of Care channel to reach either patients or HCPs.
Best Point of Care Media Supplier/Partner –recognizes a company who elevated the educational experience with media solutions.
Best Campaign to Address Health Equity/ DE&I – the best campaign to reach diverse patient populations and/or feature messaging addressing health equity.
We would greatly appreciate your feedback on our 2023 Point of Care NOW Summit. This information is extremely valuable to us for future planning. Below are links to short surveys covering each aspect of our agenda. We look forward to receiving your input.
By joining POCMA your organization will benefit from the collaborative efforts of major industry participants advocating for the POC channel.
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We are excited to collaborate with the POCMA and accelerate Point of Care education, marketing, communications and innovation to provide patients, caregivers and healthcare professionals with credible, equitable health solutions so everyone, everywhere, can live longer, healthier lives.
Kelly Cunha Pokorny
