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Industry Insights

September 1, 2022
Case Study: Brand with $100M budget marketing for a common condition found POC drove 17% of the NBRx attribution with only 2% of the media investment [8.5x ratio].
August 7, 2022
COVID-19 disrupted a vast number of physician offices throughout the US with many patient waiting rooms “closing” and patients being directed to wait in their cars before being rushed into exam rooms. Patients were also reluctant to visit pharmacies and urgent care centers opting instead for home delivery and telehealth visits. What did this upheaval mean for the point of care (POC) advertising industry? How were advertising investments impacted? And what is the trajectory for the industry as the country emerges from COVID-19 quarantines? The Point of Care Marketing Association commissioned ZS to study the industry to answer these questions and others.
August 1, 2022
This paper will explore the foundational sources and types of data, as well as the caveats that come with using each type.
May 6, 2022
The following provides a high-level overview of best practices and considerations for the measurement of POC programs.
April 1, 2022
The purpose of this whitepaper is to provide you, with a general overview of the Electronic Health Records (EHR) channel for promotional purposes to help you get started with a foundational EHR media program.
January 1, 2022
With digital media now perceived as the principal purveyor of “fake news,” paper instills readers with greater confidence. In the 2017 Print and Paper in a Digital World survey, 56% of U.S. respondents said they trust what they read in printed newspapers compared with just 35% who have faith in stories found on social media2. That translates to advertising, too, with print ads ranking no. 1 in terms of trustworthiness—and social media ads dead last3. Consumers also put more stock in print because they are mindful of the care (the editing, vetting and proofreading) that goes into printed pieces, which, unlike their digital counterparts, can’t be revised with a simple click.
January 1, 2022
Based on survey responses gathered in Fall 2021 from more than 2,000 caregivers, this report will explore caregivers’ unique needs and what pharma marketers can do to help meet them.
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    The American Heart Association is a relentless force for a world of longer, healthier lives. We are dedicated to ensuring equitable health in all communities. Through collaboration with numerous organizations, and powered by millions of volunteers, we fund innovative research, advocate for the public’s health and share lifesaving resources. The Dallas-based organization has been a leading source of health information for nearly a century. Connect with us on,, Facebook, X (formerly Twitter) or by calling 1-800-AHA-USA1.

    We are excited to collaborate with the POCMA and accelerate Point of Care education, marketing, communications and innovation to provide patients, caregivers and healthcare professionals with credible, equitable health solutions so everyone, everywhere, can live longer, healthier lives.

    Kelly Cunha Pokorny

    National Director, Brand Marketing