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The EHR as a Marketing Channel: Building HCP Connections & Patient Outcomes

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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Melissa Gordon-Ring: Charting the Course for Point of Care Marketing

Gain leading POC insights with Melissa Gordon-Ring, Global President, Health at IPG Mediabrands, as she explores breaking industry silos, leveraging AI, and pioneering new opportunities in Point of Care marketing. Explore her vision on the future of patient-centric communication and driving innovation in healthcare.
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The Strategic Necessity of Point of Care Marketing in Healthcare Communication

Discover how precision targeting and trusted, patient-centered content can transform your marketing strategy, improve patient outcomes, and keep you ahead in an evolving healthcare landscape. Whether you're optimizing existing campaigns or need more insight on POC, this is a must-read for healthcare leaders looking to make a real impact.
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Print Media in a Digital World: A Powerhouse for Enhancing Patient Information

Print media is crucial in healthcare marketing, working alongside digital strategies to ensure every patient is optimally reached with retention, utility, and accessibility in mind. With AI-enhanced personalization, print modernizes patient communication and provides focused engagement at points of care.
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Patient Engagement Innovation: Novel Content for Healthcare Journeys

Patient engagement and medication adherence remain critical challenges, influencing patient health education and ultimately outcomes.
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POCMA Healthtech Innovation: Where Patient Insights Meet Patient Outcomes

Explore healthtech innovations leading point of care (POC) landscape to create better patient outcomes. Discover how POCMA members are transforming patient care through AI-driven content personalization, precision messaging, and synchronized platforms.
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By joining POCMA your organization will benefit from the collaborative efforts of major industry participants advocating for the POC channel.

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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