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.

Photos & Videos

2023 Point of Care NOW Summit Highlights

POC NOW Agenda

The POINT of Point of Care

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.

Jayne Krahn

VP Product and Research Operations
Kantar Media Healthcare Research

Improving the Healthcare Experience

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.

Mark Miller

Managing Director

Jonny Imerman

CLOZTALK, ImermanAngels

Dr. Alina Markova

Director of Inpatient Consultative Dermatology and Co-Director of Multi-disciplinary Graft-versus-Host Disease Clinics
Memorial Sloan Kettering Cancer Center

Using Technology to Nudge Patient and HCP Outcomes

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.

Robert Allen

Sr. Director, Omnichannel Experience Strategy & Planning
Bristol Myers Squibb

Dr. Mitesh Patel

The Virtual Nudge Unit

Rebooting Point of Care Impact Measurement

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.

Joy Joseph

Managing Partner

Shannon Mitchell

Director of Global Media Operations
Merck & Co.

Mehul Singh

Associate Principal

Martin Larson

Director, Business Intelligence
Publicis Health Media

Eric Talbot

Chief Strategy Officer

Best Practices in Developing an Effective Point of Care Media Plan

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.

Larry Dobrow


Meredith Carber

AD of Media

Ali Guerrieri

US Media Strategist, Oncology
Merck & Co.

Peter Smith

Associate Director

Liz Dexter

Vice President, Point of Care
Publicis Health Media

Getting Innovation Across the Finish Line

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.

Joey Cohen

VP, Client Solutions

Supporting Women's Health at All Points of Care

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.

Dorothy Gemmell

DKG Solutions Inc

Alessandra Henderson

CEO & Co-founder
Elektra Health

Dr. Fahimeh Sasan

Founding Physician, Chief Innovation Officer

Point of Care Excellence Awards

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.

Please share your feedback

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. 

Thank you to our Sponsors

Platinum Sponsors

Gold Sponsors

Silver Sponsors

Bronze Sponsors

Thank you to the rest of our members for their support

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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