POC NOW Summit 2025

Industry leaders dive deep into Point of Care (POC) measurement methodologies and standardization. Explore the critical challenges of measurement consistency, data integration, and establishing industry standards for POC analytics. This collaborative dialogue between brand, agency, media, and measurement experts offers practical strategies to improve POC measurement and guide budget allocation within broader marketing frameworks.

In this presentation, Dr. Applebaum will provide an overview of who caregivers are and the impact that caregiving has on all aspects of their lives. She will then share an overview of interventions to target various domains of caregiver distress, and highlight critical lessons for caregivers learned as a result of her career in caregiving science and experience as a family caregiver.

As broadcast reach declines and video consumption shifts, POC is becoming an indispensable channel for delivering cohesive campaigns that engage both patients and providers. Positioned at the intersection of healthcare delivery and patient engagement, POC reinforces messages from TV, digital, and social media at the critical moment of care—where decisions are made and actions follow.

Explore how POC serves as the cornerstone of healthcare engagement, enabling seamless patient and HCP experiences, driving measurable results, and leveraging programmatic capabilities across diverse healthcare settings.

Discover why Point of Care marketing is the foundation for meaningful healthcare engagement in an increasingly fragmented landscape. As the pressure to connect with patients and providers grows, this session explores how POC delivers unmatched impact at critical decision-making moments. Brand leaders will share real-world insights and measurable outcomes, demonstrating POC’s role in driving engagement, trust, and business results.

Healthcare leaders are monitoring fast-moving policy changes of the new administration. How should healthcare marketers prepare? For this session of POC NOW 2025, you'll hear from experts on potential legal, regulatory, and policy changes, and how they might impact our business strategies and key decisions. The key takeaway will be gaining insights on understanding how to best anticipate and manage the challenges ahead.

Discover how healthcare providers and patients perceive these targeted strategies and explore the tangible benefits they offer in enhancing patient engagement and healthcare outcomes. Join us as we compare and contrast these unique perspectives to unlock new opportunities for impactful communication in healthcare settings.

In today's complex healthcare landscape, the POC channel is a vital connection point where patient education and healthcare provider engagement come together. Bringing together marketing leaders and a clinician, this panel explores how POC bridges the gap between Direct-to-Consumer (DTC) and Healthcare Provider (HCP) messaging, aligning strategy with real-world patient experience and clinical needs.

Learn how synchronized messaging enhances patient outcomes and streamlines healthcare delivery through innovative POC digital engagement programs and targeted educational campaigns.