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Patients and providers don’t always start on the same page. Your DTC and HCP messaging should help close that gap by supporting real conversations and shared decisions. When aligned, these efforts build trust and drive outcomes across the care journey. Brands that show up with timely, well-placed Point of Care content do more than inform; they influence what happens next. Featuring insights from leaders at the 2025 POC NOW Summit, get a practical roadmap to close communication gaps, unify strategies, and deliver measurable results through smarter DTC and HCP integration at the Point of Care.

Most healthcare marketing misses the moment. In this piece, Dr. Amit Phull outlines what physicians actually need from messaging at the Point of Care—and why relevance, not reach, is what earns their trust.

Traditional DTC pharma marketing at risk. Healthcare brands must pivot. Explore why Point of Care marketing is emerging as the most resilient channel in today’s evolving healthcare landscape and what senior marketers should do.

Industry leaders from Pfizer, Novartis, IQVIA and more share insights on creating a framework for effective Point of Care (POC) measurement. In POC marketing measurement isn't just about proving ROI—it's about driving smarter, more effective marketing.

Point of Care is moving far beyond traditional clinical walls, creating unprecedented opportunities for life sciences brands who understand today's complex patient journeys. Ray Rotolo, Co-Founder & Chief Product Officer at Populus Health Technologies, draws on decades of agency leadership and healthcare technology expertise to reveal how changes in patient behavior and digital expansion is reshaping POC marketing. Discover how precision targeting, patient portals, and evolving consumer expectations are creating more impactful brand-patient connections at moments that truly matter.

Caregivers are the hidden healthcare workforce, essential to treatment success but often overlooked. In this interview, Dr. Allison Applebaum discusses the growing role of caregivers, the impact on patient outcomes, and how healthcare brands can integrate caregiver support into Point of Care marketing strategies to drive adherence and engagement.

Your Point of Care (POC) marketing strategy could focus too narrowly on high-prescribing doctors. Expanding targeting to mid- and low-decile prescribers is essential for growth. This article provides data-driven insights and real-world examples to help marketers unlock untapped opportunities and reach underserved patient populations.

Explore how EHR marketing integration amplifies omnichannel healthcare strategies, focusing on patient outcomes, HCP engagement, and AI-driven personalization to drive future growth and innovation.

Insights from POCMA executive leaders reveal how innovation, collaboration, and standardization are shaping the future of Point of Care (POC) marketing. As the channel evolves to meet the demands of 2025, these thought leaders explore strategies for driving measurable outcomes, rebuilding trust, and fostering meaningful engagement among patients, providers, and brands. Discover how POC is positioned to deliver value and transform healthcare marketing.

Moving beyond traditional advertising, EHR marketing prioritizes education, trust, and workflow integration, delivering content that supports clinical decisions and improves patient outcomes. In our second EHR deep dive, industry leaders share insights on creating value-driven, compliant strategies that align with healthcare needs while maximizing impact across the care journey.

EHR-based marketing is transforming healthcare by enabling brands to engage healthcare providers (HCPs) at critical decision points in patient care. This article explores expert insights, strategic opportunities, and practical examples for leveraging EHRs as high-trust platforms. Learn how to navigate this unique channel to deliver impactful, workflow-aligned messaging that supports HCPs and enhances care delivery.