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.

Download the presentation here.

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 do more than drive awareness—they help turn intent into action, equip providers to guide informed care decisions, and support patients and caregivers from their 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—point of care results, bringing clarity and confidence to POC investment decisions.

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Pharmacies represent a uniquely powerful patient touchpoint. This is where prescriptions become reality, questions get asked, and directions on medicine adherence are understood. Learn why pharmacy point of care is a proven and effective advertising medium delivered in a safe and trusted area for patients. Assisted by tailwinds of increased programmatic integration, AI disruption benefitting out of home / in-store media and staggering growth from the broader retail media advertising bucket, the category is poised for near-term and sustainable growth. In this presentation you will get the latest market data and KPIs, as well as recall rates and pricing comparisons.

Download the pharmacy presentation here.

Ready to add programmatic to your point of care plan? This quick-hit session covers best practices for integrating programmatic buying into your strategy—maximizing budget efficiency, gaining campaign flexibility, and driving incremental reach beyond your core media plan. Learn how to make programmatic work as a complement (not a replacement) to deliver smarter, more agile POC engagement.

Download the programmatic presentation here.

Electronic Health Records are the invisible infrastructure of modern healthcare—but what actually happens behind the interface? This session pulls back the curtain on EHR systems to reveal both the technical architecture and the human reality of clinical decision-making.

Download the EHR presentation here.

This session will feature a healthcare brand's journey to integrating POC media into their campaign strategy. Learn how they identified the opportunity to reach patients in clinical settings, built the business case for POC investment, optimized placements across different healthcare environments, and measured incremental impact compared to traditional channels—ultimately driving measurable patient behavior change.

The Point of Care Marketing Association is proud to present the Point of Care Excellence Awards, recognizing the campaigns, strategies, and individuals who are advancing patient healthcare outcomes through innovative point of care marketing.