EHR Media — Foundational Guide for Healthcare Marketers
A foundational guide to understanding, evaluating, and planning media delivered within Electronic Health Records — built for healthcare marketers.
EHR media is a powerful channel in point of care marketing — and one of the most sophisticated.
Reaching healthcare providers at the exact moment of diagnosis, prescribing, or care planning is a rare and valuable opportunity. Delivering on it well means understanding a landscape that spans multiple platforms, distribution pathways, buying models, and technical standards — each with its own strengths and considerations.
Before you can evaluate a partner, compare a proposal, or build a strategy, it helps to have a shared vocabulary and a clear framework for how EHR media actually works.
That's exactly what this guide provides.
What's Inside
Everything you need for a smarter EHR media conversation.
What's covered in the guide.
- What EHR Media Is: Understand the formats, placements, and workflow moments where compliant messaging reaches HCPs.
- Why EHR Media Matters: See how EHR media drives full-funnel impact, from awareness through adherence, with precision targeting and outcome-based measurement that goes beyond clicks and impressions.
- The Five Pillars of EHR Media Strategy: A structured framework covering distribution pathways, buying approaches, connection technology, key evaluation considerations, and strategic alignment.
- A Buyer's Guide: Ready-to-use questions on reach, targeting, workflow integration, measurement, and guarantees to bring straight into your next partner conversation.
- Glossary: Plain-language definitions for HL7, FHIR, SMART on FHIR, TEFCA, NPI, PLD, DSP, and more — the acronyms every EHR media conversation assumes you already know.
Who It's For
Built for marketers who need to evaluate, not just execute.
Whether you're a brand marketer scoping your first EHR program, an agency lead comparing partners or trying to translate technical jargon into strategic decisions — this guide gives you the foundation to ask sharper questions and make more informed recommendations.
a note on this guide
From the Point of Care Marketing Association
This guide reflects POCMA's ongoing work to educate healthcare marketers about the point of care industry. It's designed to support informed decision-making — not to rank partners or serve as an exhaustive capabilities list. Buyers should consult individual partners for current offerings.