The Point of Care Excellence Awards Celebrates Innovation and Impact in Healthcare Marketing
The Point of Care (POC) channel is one of the most powerful and fastest-growing spaces in healthcare marketing, now a $1.2B+ industry, reaching patients and providers at the exact moments that shape care decisions.
The Point of Care Excellence Awards celebrate standout work that uses Point of Care to drive real impact across the healthcare journey.
Point of Care is defined as the moment a patient receives care via an interaction with a healthcare professional in a healthcare setting. A healthcare setting includes:
- Doctor’s offices
- Pharmacies
- Hospitals
- Virtual Care
- Other healthcare facilities
Point of Care Media is targeted to patients, caregivers, and/or providers and is generally intended to be delivered before, during, and/or after an interaction at the Point of Care with the goal of facilitating a discussion between Healthcare professionals and patients to improve patient outcomes.
These awards recognize the brands and innovators, making those moments more meaningful and more effective.
Best Branded Point of Care Campaign
Celebrates standout branded campaigns that engage patients and HCPs at the Point of Care, driving awareness, consideration, and action. Campaign winners are evaluated based on creativity, strategy, contextual relevance, engagement, and measurable impact.
Best Unbranded Point of Care Campaign
Honors powerful disease education and awareness campaigns that inform without promoting a brand. Focused on clarity, creativity, education impact, and measurable gains in awareness and understanding.
Best Multicultural Point of Care Campaign
Recognizes campaigns that authentically connect with diverse communities. Goes beyond translation to true cultural relevance, health equity impact, and meaningful audience engagement.
Individual Achievement Awards
Rising Star
For new talent (1–2 years in) making an outsized impact in Point of Care, bringing fresh ideas, momentum, and early leadership.
Lifetime Achievement
Honors a career of lasting impact, pioneers who have shaped, advanced, and elevated the Point of Care industry through leadership, innovation, and mentorship.
Lifetime Achievement: Mike Collette
POCMA honored Mike Collette, Founder and Former Chairman of PatientPoint, with its highest recognition for his transformative impact on the Point of Care industry.
A true pioneer, Mike helped evolve POC from simple print materials into a dynamic, multi-channel platform rooted in patient education. His commitment to delivering meaningful health information—not just advertising—helped build trust with providers and drove measurable improvements in patient outcomes.
Beyond PatientPoint, Mike co-founded POC3 (now POCMA), advancing industry standards and transparency, and championed health equity through the PatientPoint Foundation.
His legacy continues to shape the future of POC, with a focus on personalization, programmatic innovation, and keeping the exam room at the center of media strategy.
Rising Star: Kaila Mines
Point of Care media is undergoing a major growth transformation alongside the evolving healthcare ecosystem, with its role shifting from a secondary tactic to what many now call the “connective tissue” of the modern healthcare journey.
At the center of this evolution is Kaila Mines, Associate Director of Point of Care at PHM, whose rapid rise and fresh perspective have already made a meaningful impact on how brands approach engagement at the point of care. Her recognition at the POC Excellence Awards highlights both her individual contributions and the broader momentum reshaping the industry.
Presented at the 2026 POC Now Summit, the awards celebrate the campaigns driving meaningful impact at the Point of Care and the people shaping its future. As a Rising Star honoree, Kaila represents the next generation of leadership in POC media, bringing strategic clarity, collaborative thinking, and a patient-first mindset to an increasingly critical channel.