What makes Point of Care messaging effective from the patient’s perspective? In this conversation, patients will share firsthand what captures their attention, builds trust, and influences their decisions within care environments—and what gets ignored. From tone and clarity to timing and relevance, this session will unpack what helps during real moments of need. Attendees will gain a clearer understanding of how to design POC experiences that connect with patients and support more informed, confident decision-making.

Point of Care is one of the few environments where healthcare providers and patients are making decisions together—but that doesn’t mean every message adds value. In this discussion, healthcare professionals share what they need from Point of Care media to better support care delivery, improve patient understanding, and make more informed treatment decisions. The conversation will explore how marketers can create messaging that feels timely, credible, and useful in different clinical environments. Attendees will walk away with actionable guidance for building stronger provider-centered POC strategies.

What does best-in-class Point of Care execution actually look like in practice? This fast-paced showcase highlights standout campaigns from the POC Excellence Awards, offering a behind-the-scenes look at how leading brands are activating across environments and audiences. Through a series of focused case studies, we’ll explore how different approaches—from branded to unbranded to multicultural campaigns and beyond—come to life across POC settings. Each campaign example will break down its target audience, strategic objectives, channel mix, creative execution, and measured outcomes—providing a clear view into what drives action at the Point of Care.

Best Multicultural: Taylor Wexler. Best Unbranded: Nathaniel Nagy & Shanoor Seervai. Best Branded: Deb Jakubicki.

Now it’s time to apply what you’ve learned. In this interactive workshop, attendees will bring together key insights from the day to shape mock strategies for smarter, more integrated Point of Care campaigns in small working groups. Guided by practical frameworks and real-world examples, participants will collaborate to build an integrated plan they’d activate at the Point of Care for a pre-set scenario. This session is designed to help you translate ideas into actionable next steps for 2027 planning.