This session explores the evolving policy landscape shaping the future of healthcare advertising, including regulatory momentum for Point of Care specifically. Marketers will gain a clearer understanding of how policy changes could impact their plans in the coming quarters.

The key takeaway: staying ahead of and anticipating policy shifts is critical for long-term planning and success.

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This session explores how AI is transforming engagement at the point of care—from how healthcare providers access and interpret information to how patients seek, validate, and act on it. Marketers will learn where AI is already influencing decision-making across the care journey, as well as the opportunities and challenges it introduces for building trust, ensuring accuracy, and supporting better outcomes.

The key takeaway: AI isn’t just changing the pathway to care—it’s reshaping how and where influence happens within it.

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This session explores how patients navigate today’s complex information landscape—and what it takes to truly capture and sustain their attention at the point of care. Marketers will learn how shifting patient expectations, media habits, and trust dynamics are redefining what effective engagement looks like in clinical settings.

The key takeaway: earning patient attention isn’t about more messaging—it’s about delivering relevance, clarity, and value in the moments that matter most.

This session examines how healthcare providers are adapting to an increasingly complex care environment—and what they need from brands to better support clinical decision-making. As workflows evolve and time pressures intensify, effective engagement requires aligning with how providers actually access and use information in practice.

The key takeaway: success at the point of care comes from integrating seamlessly into provider workflows while delivering concise, credible, and clinically relevant support.

This session explores how patients and providers move through a connected ecosystem of care—from waiting rooms to exam rooms, back offices, pharmacies, and increasingly, virtual environments—and how each touchpoint plays a distinct role in shaping decisions and outcomes. Rather than operating as isolated channels, these moments work together to prime, convert, reinforce, and sustain engagement across the full care journey.

The key takeaway: brands that show up cohesively across these environments don’t just drive awareness—they help turn intent into action and support patients from first question through long-term adherence.

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This session explores how pharmaceutical marketers are rethinking Point of Care as a strategic, full-funnel channel—one that connects pre-visit, in-office, and post-visit engagement to influence real clinical decisions. The conversation highlights the shift from treating POC as a standalone tactic to integrating it into a broader, data-driven marketing ecosystem that prioritizes targeting, personalization, and measurable outcomes.

The key takeaway: when executed intentionally and cohesively, Point of Care becomes one of the most powerful levers for driving both engagement and prescription behavior.

This session unpacks one of the biggest barriers to Point of Care growth: measurement. While marketers widely believe in POC’s impact, traditional marketing mix models often fail to capture its true value—leading to underinvestment and uncertainty.

The key takeaway: by improving data inputs (from binary signals to patient-level exposure and HCP-level granularity), brands can unlock significantly higher—and more accurate—ROI insights, bringing clarity and confidence to POC investment decisions.

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This session brings together a series of focused micro-discussions designed to equip healthcare marketers with practical, actionable insights across key areas of Point of Care strategy. Topics span planning, targeting, creative execution, and measurement—offering a well-rounded view of how to optimize POC programs in today’s evolving landscape.

The key takeaway: mastering the fundamentals across each of these areas is essential for turning Point of Care from a tactical channel into a high-impact, performance-driving component of your marketing mix.

Download the pharmacy presentation here.

Download the programmatic presentation here.

Download the EHR presentation here.