POCMA members represent only a portion of the POC market, so the total industry revenue is much higher.
For marketers and brands looking ahead, the question isn’t whether to invest in POC—it’s how to harness its full potential as a trusted, core channel in 2026 media plans.
Challenge
Healthcare marketers are shifting how and where they engage key audiences. Traditional channels often rely on chance—hoping patients remember a TV spot during an office visit or that digital targeting captures the right person at the right time.
Why It Matters
This creates inefficiency and uncertainty in campaigns. Marketers risk wasted spend and missed opportunities to connect when patients are most receptive.
What POC Solves
POC is no longer a niche tactic—it’s a focal point in healthcare media planning. By placing messaging directly in the decision-making moment, POC eliminates guesswork and ensures patients and providers are already engaged when brand messages appear.
Point of Care has been a game changer for our marketing efforts because it allows us to reach patients and providers at the exact moment when health decisions are being made. By presenting impactful, relevant messaging in a clinical setting, we’ve been able to drive greater awareness and the importance of proactive care, while fostering more meaningful provider-patient conversations about treatment options.
Director, Integrated Experience Planning - Leqvio & Pelacarsen (ASCVD/Cardiovascular)
Novartis
Through a bilingual point of care campaign, Novartis reached clinically relevant patients in the critical moments before they see their provider.
The personalization and relevance enabled by POC helped the campaign to:
Patients exposed to both digital and POC ads were 200x more likely to convert. These results, rooted in net conversion rate analysis, demonstrate POC’s ability to reinforce digital efforts and guide patients toward action.
In this example, POC represented just 14% of the total media investment but generated 35% of the new patient starts.
Compared to the other channels, POC was the most efficient.
Veeva Crossix Case Study, 2023
We had a brand that needed to achieve double-digit growth. So we needed to change the way we thought about targeting and shift our typical go-to-market approach.
Vice President, Point of Care
Publicis Health Media
PHM used POC to reach patients who were harder to get on therapy, and saw huge growth in volume of incremental new patient starts as a result, as well as a 56% reduction in cost per incremental new patient starts.
Naveed Patel
Executive Director, Worldwide Media Planning & Buying Excellence
Bristol Myers Squibb
Sandy Weag
EVP, Engagement Strategy & Communications Planning
CMI Media Group
Members of the Point of Care Marketing Association can help you leverage POC media to deliver better outcomes. For a complete list of members, visit our member page.
Ready to take the next step to build your POC media plan? These resources can help you get started.
POCMA’s micro-learning platform is designed for healthcare marketers and offers convenient 5-8 minute sessions to build POC marketing skills quickly. These courses offer a high-impact curriculum designed by industry experts to prepare marketers for POC excellence
As planning season approaches, more brands are considering Point of Care (POC) as a key channel to reach and convert audiences. Why? Because they’re seeing real results.
Point of Care (POC) marketing is emerging as a cornerstone of healthcare media plans in 2026. Learn how to plan effective POC campaigns, design creatives that resonate with both patients and providers and measure success through KPIs like new-to-brand prescriptions, diagnosis lift, and adherence.
*Revenue Collection Methodology
This analysis is based on voluntary revenue reporting from POCMA member organizations:
Survey Coverage: Revenue data was requested from 25 member organizations (POC media companies), where 23 members provided responses.
Response Rate: 98% of the 2024 data collected included actual revenue figures; 2% of the total spend was based on projected revenue.
Conservative Estimates: Report prepared based on voluntary member revenue reporting, with all figures representing calendar year performance. Total industry spend is likely higher when accounting for non-participating organizations and market segments not represented in the current membership.
POCMA members represent only a portion of the POC market, so the total industry revenue is much higher.
For marketers and brands looking ahead, the question isn’t whether to invest in POC—it’s how to harness its full potential as a trusted, core channel in 2026 media plans.
Challenge
Healthcare marketers are shifting how and where they engage key audiences. Traditional channels often rely on chance—hoping patients remember a TV spot during an office visit or that digital targeting captures the right person at the right time.
Why It Matters
This creates inefficiency and uncertainty in campaigns. Marketers risk wasted spend and missed opportunities to connect when patients are most receptive.
What POC Solves
POC is no longer a niche tactic—it’s a focal point in healthcare media planning. By placing messaging directly in the decision-making moment, POC eliminates guesswork and ensures patients and providers are already engaged when brand messages appear.
Point of Care has been a game changer for our marketing efforts because it allows us to reach patients and providers at the exact moment when health decisions are being made. By presenting impactful, relevant messaging in a clinical setting, we’ve been able to drive greater awareness and the importance of proactive care, while fostering more meaningful provider-patient conversations about treatment options.
Director, Integrated Experience Planning - Leqvio & Pelacarsen (ASCVD/Cardiovascular)
Novartis
Through a bilingual point of care campaign, Novartis reached clinically relevant patients in the critical moments before they see their provider.
The personalization and relevance enabled by POC helped the campaign to:
Patients exposed to both digital and POC ads were 200x more likely to convert. These results, rooted in net conversion rate analysis, demonstrate POC’s ability to reinforce digital efforts and guide patients toward action.
In this example, POC represented just 14% of the total media investment but generated 35% of the new patient starts.
Compared to the other channels, POC was the most efficient.
Veeva Crossix Case Study, 2023
We had a brand that needed to achieve double-digit growth. So we needed to change the way we thought about targeting and shift our typical go-to-market approach.
Vice President, Point of Care
Publicis Health Media
PHM used POC to reach patients who were harder to get on therapy, and saw huge growth in volume of incremental new patient starts as a result, as well as a 56% reduction in cost per incremental new patient starts.
Naveed Patel
Executive Director, Worldwide Media Planning & Buying Excellence
Bristol Myers Squibb
Sandy Weag
EVP, Engagement Strategy & Communications Planning
CMI Media Group
Members of the Point of Care Marketing Association can help you leverage POC media to deliver better outcomes. For a complete list of members, visit our member page.
Ready to take the next step to build your POC media plan? These resources can help you get started.
POCMA’s micro-learning platform is designed for healthcare marketers and offers convenient 5-8 minute sessions to build POC marketing skills quickly. These courses offer a high-impact curriculum designed by industry experts to prepare marketers for POC excellence
As planning season approaches, more brands are considering Point of Care (POC) as a key channel to reach and convert audiences. Why? Because they’re seeing real results.
Point of Care (POC) marketing is emerging as a cornerstone of healthcare media plans in 2026. Learn how to plan effective POC campaigns, design creatives that resonate with both patients and providers and measure success through KPIs like new-to-brand prescriptions, diagnosis lift, and adherence.
*Revenue Collection Methodology
This analysis is based on voluntary revenue reporting from POCMA member organizations:
Survey Coverage: Revenue data was requested from 25 member organizations (POC media companies), where 23 members provided responses.
Response Rate: 98% of the 2024 data collected included actual revenue figures; 2% of the total spend was based on projected revenue.
Conservative Estimates: Report prepared based on voluntary member revenue reporting, with all figures representing calendar year performance. Total industry spend is likely higher when accounting for non-participating organizations and market segments not represented in the current membership.
Kelli Diveley
Senior Director, Integrated Media Strategy – Primary Care
Pfizer
Kelli Diveley
Senior Director, Integrated Media Strategy – Primary Care
Pfizer
