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The Hidden Healthcare Workforce: Why Supporting Caregivers is Critical to Treatment Success

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.
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Maximizing Point of Care Impact: Beyond Traditional Targeting

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.
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Article 3: Integrating EHR Marketing to Amplify Omnichannel Strategies

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.
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Point of Care Marketing: Foundational, Transformative, and Poised for Growth in 2025

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.
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Article 2: Strategies for Effective EHR 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.
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Article 1: The EHR as a Marketing Channel

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.
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What is Point of Care Marketing: Strategic Engagement When It Matters Most

Point of Care (POC) marketing is one of the most powerful ways to reach and educate patients and providers, delivering highly contextualized information at defining moments during the delivery of care, when treatment decisions are being made.
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EHR Messaging for Nurses: Enhancing Patient Care and Engagement

Nurse-centered EHR messaging can ease workflow burdens and elevate patient care. Explore how healthtech empowers nurses, improves outcomes, and optimizes care journeys. As the most trusted professionals, nurses spend more time with patients than any other HCP, with upwards of 22% of their time spent navigating EHRs. This presents a key opportunity to deliver targeted POC messaging and resources, transforming how nurses influence patient outcomes and your healthcare marketing impact.
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Gen Z Healthcare Marketing Strategies: The Most Influential Patient Generation Now

Gen Z healthcare marketing is reshaping the future of the industry. With Gen Z’s spending power projected to reach $12T by 2030, healthcare brands must adapt to meet their needs. Discover how personalized strategies that focus on digital and in-person engagement will improve healthcare for everyone.
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Patient-Powered: IoMT is Changing Healthcare Engagement

The Internet of Medical Things (IoMT) is transforming healthcare and HCP-patient interactions, adding new care expectations and engagement opportunities. Empowered by information, patients are now active co-creators in their health journeys. For brands and marketers, the data era is expanding touch points and ways we can educate and engage in these burgeoning health journeys.
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Adherence, Pharmacy, and Going Beyond Rx Access (Experts Weigh In)

Analyze ConnectiveRx's 'Science of Medication Access' podcast with us. Our article examines shocking adherence statistics (70% non-adherence in hypertension), pharmacy innovation, and patient engagement strategies. Essential insights for healthcare marketers to improve outcomes across the care journey.
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Leveraging POC for Targeted Patient Activation: The Case of Minority Organ Donation

In healthcare marketing, reaching specialized and hard-to-access audiences is essential for impactful campaigns. Minority organ transplants illustrate a critical area where traditional methods often fall short, revealing a unique opportunity for targeted outreach. Explore how POC marketing strategies can address barriers to effectively engage vital, hard-to-reach groups and connect with other specialized populations.
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    The American Heart Association is a relentless force for a world of longer, healthier lives. We are dedicated to ensuring equitable health in all communities. Through collaboration with numerous organizations, and powered by millions of volunteers, we fund innovative research, advocate for the public’s health and share lifesaving resources. The Dallas-based organization has been a leading source of health information for nearly a century. Connect with us on heart.org, stroke.org, Facebook, X (formerly Twitter) or by calling 1-800-AHA-USA1.
     
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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

    National Director, Brand Marketing