# Point of Care Marketing Association

> The official site of the Point of Care Marketing Association.

## Pages

- [19 Can’t-Miss Sessions at Fierce Pharma Week 2025](https://pocmarketing.org/resources-insights/19-cant-miss-sessions-at-fierce-pharma-week-2025.md): Your guide to navigating Fierce Pharma Week 2025, one of the industry’s largest gatherings of pharma leaders, marketers, and innovators. Get a curated agenda and practical tips to maximize learning, networking, and impact at the event.
- [2026 POC NOW Summit](https://pocmarketing.org/events/2026-poc-now-summit.md): Point of Care Now Summit 2026 What is the POC NOW Summit? The annual POC NOW Summit brings together top voices from across healthcare spectrum to inform, empower, and drive innovation in point of care marketing. Our mission is to enhance this crucial channel, creating better engagement and stronger outcomes. Session Replays Session Title Speakers Event
- [3 Advantages of Point of Care Marketing as Cookies Phase Out](https://pocmarketing.org/resources-insights/3-advantages-of-point-of-care-marketing-as-cookies-phase-out.md): Like it or not, big changes are coming to the way marketers can use third-party cookies online. And while a shift away from these cookie…
- [3 Reasons Why Point of Care Wins Over TV](https://pocmarketing.org/resources-insights/3-reasons-why-point-of-care-wins-over-tv.md): Television is losing its grip as viewers tune out to television advertising. Fragmented platforms and limited ad space aren’t leaving much hope for streaming services to make up for healthcare marketing losses. With high ROI and ever-growing targeting and tech, point of care (POC) media is poised to be the future of healthcare marketing that can meet modern healthcare consumers more effectively.
- [5 Benefits of Point of Care Media for Educating Patients & Providers](https://pocmarketing.org/resources-insights/5-benefits-of-point-of-care-media-for-educating-patients-providers.md): Learn why Point of Care media delivers trusted education where healthcare happens—improving the patient-provider relationship, supporting shared decision-making and strengthening healthcare communication.
- [5 Reasons Why Point of Care Should Be a Cornerstone of Your Media Investment in 2026](https://pocmarketing.org/resources-insights/5-reasons-why-point-of-care-should-be-a-cornerstone-of-your-media-investment-in-2026.md): 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.
- [5 Things You Need to Know About the Policy Implications Reshaping the DTC Landscape](https://pocmarketing.org/resources-insights/5-things-you-need-to-know-about-the-policy-implications-reshaping-the-dtc-landscap.md): The FDA’s latest enforcement actions and policy changes are reshaping DTC advertising. Here’s what you need to know about navigating the shifting landscape and staying compliant in today’s climate.
- [7 Critical Questions Healthcare Marketers Must Ask EHR Point of Care Advertising Partners](https://pocmarketing.org/resources-insights/7-questions-for-ehr-based-messaging-partners.md): Boost your healthcare marketing ROI with EHR-based advertising. Learn how to identify the right EHR advertising partner, measure impression quality, and ensure compliance. Discover 7 critical questions to ask potential vendors and gain insights into optimizing your EHR marketing campaigns.
- [About POC](https://pocmarketing.org/about-poc.md): Explore The Essential Guide to Point of Care (POC 101). Learn what POC is, why it matters for patient education and provider support, and see the latest statistics on POC media engagement.
- [About Us](https://pocmarketing.org/about/about-us.md): The Point of Care Marketing Association (POCMA) is the leading organization committed to advancing patient outcomes and transforming healthcare experiences through the Point of Care channel.
- [Contact Us](https://pocmarketing.org/about/contact-us.md)
- [Industry Advisory Council](https://pocmarketing.org/about/industry-advisory-council.md)
- [Leadership & Governance](https://pocmarketing.org/about/leadership-and-governance.md)
- [Black Health – The Healthcare Gap in America](https://pocmarketing.org/resources-insights/black-health-the-healthcare-gap-in-america.md): INFOGRAPHIC on Black Healthcare Disparity. Even accounting for age, sex, and insurance, the American Healthcare Gap seems to be widening. Get the facts to better understand the challenges for Black Americans and our healthcare system.
- [Build From the Exam Room Back: Lessons from POC Pioneer Mike Collette](https://pocmarketing.org/resources-insights/build-from-the-exam-room-back-lessons-from-poc-pioneer-mike-collette.md): Master the "exam room back" approach with POC marketing pioneer Mike Collette. Read our exclusive interview celebrating his 2026 POCMA Lifetime Achievement Award.
- [How to Build Trust with Patients: What Healthcare Professionals Say Actually Works at the Point of Care](https://pocmarketing.org/resources-insights/building-patient-trust-at-the-point-of-care.md): Patient trust at the Point of Care is being tested by information overload, misinformation, and AI-driven research. Drawing on open, honest conversations with thirteen healthcare professionals, this article explores how trust clinicians actually built trust in real encounters—and what pharmaceutical marketers can do to support patient-provider relationships in 2026 and beyond.
- [Building Understanding in Washington: Advancing the Role of Point of Care in Health Education](https://pocmarketing.org/resources-insights/building-understanding-in-washington.md): POCMA meets with U.S. policymakers to elevate awareness of Point of Care media as a trusted, educational channel that strengthens patient-provider communication.
- [Candid Conversations 2026 Q1 | Unfiltered Insights From the Front Lines of Care](https://pocmarketing.org/events/candid-conversations-2026-q1.md): Join Candid Conversations 2026 for unfiltered insights from healthcare providers on Point of Care marketing, decision-making, and care delivery realities.
- [Candid Conversations 2Q '26](https://pocmarketing.org/events/candid-conversations-june-11-2026.md)
- [Measuring Point of Care Impact: Transforming Healthcare Marketing Through Standardized Analytics](https://pocmarketing.org/resources-insights/candid-conversations-poc-measurement-impact.md): Industry leaders from Pfizer, Novartis, IQVIA and more share insights on creating a framework for effective Point of Care (POC) measurement. In POC marketing measurement isn’t just about proving ROI—it’s about driving smarter, more effective marketing.
- [Care Is a Team Sport: What Happens After the Prescription Is Written](https://pocmarketing.org/resources-insights/care-journey-marketing-after-prescription.md): Prescribing a therapy is only one moment in a much longer patient journey. Drawing from insights shared by healthcare professionals, this article explores how pharmacists, nurse practitioners, physician associates, and back-office teams shape adherence and outcomes after the prescription is written—and what that means for point of care strategy in 2026.
- [\[Case Study\] How CMI Media Group Drove an Uptick in New Patient Starts by Bridging the Gap Between Patients and Providers](https://pocmarketing.org/resources-insights/case-study-how-cmi-media-group-drove-an-uptick-in-new-patient-starts-by-bridging-the-gap-between.md): Discover how CMI Media Group's award-winning Point of Care campaign for Orgovyx drove an uptick in new patient starts by aligning patient and provider dialogues.
- [The Point of Care Certification Process](https://pocmarketing.org/certification/certification-process.md): As leaders in Point of Care media standards, we maintain robust verification and validation practices. Our comprehensive guidelines and certification pathway.
- [Point of Care Certified Products](https://pocmarketing.org/certification/certified-products.md): The following product lines have earned The Point of Care Marketing Association Certification Seal
- [Certified for Trust: A Conversation on Why Point of Care Certification Sets the Standard for Accountability](https://pocmarketing.org/resources-insights/certified-for-trust-a-conversation-on-why-point-of-care-certification-sets-the-standard-for-accountability.md): Learn how POCMA and the Alliance for Audited Media (AAM) set the standard for ethical, transparent Point of Care marketing with the POCMA certification program.
- [Cocktails & Connections 2022](https://pocmarketing.org/events/cocktails-and-connections-2022.md): The Point of Care Marketing Association hosted 150 industry colleagues for their first Content, Connections & Cocktails event on October 26, 2022.
- [Adherence, Pharmacy, and Going Beyond Rx Access (Experts Weigh In)](https://pocmarketing.org/resources-insights/connectiverx-medication-adherence-pharmacy.md): Analyze ConnectiveRx’s ‘Science of Medication Access’ podcast with us. Our article examines shocking adherence statistics (70% non-adherence in hypertension), pharmacy innovation, and patient engagement strategies. Essential insights for healthcare marketers to improve outcomes across the care journey.
- [Patient-Powered: IoMT is Changing Healthcare Engagement](https://pocmarketing.org/resources-insights/consumer-behavior-and-iomt-in-healthcare.md): The Internet of Medical Things (IoMT) is transforming healthcare and HCP-patient interactions, adding new care expectations and engagement opportunities. Empowered by information, patients are now active co-creators in their health journeys. For brands and marketers, the data era is expanding touch points and ways we can educate and engage in these burgeoning health journeys.
- [Drive Healthcare ROI with Custom Point of Care Creative (Video)](https://pocmarketing.org/resources-insights/custom-poc-creative-for-healthcare-marketing.md): Custom POC creative is a powerful driver of effectiveness for helathcare marketing. Grace Rodriquez of UCB gives powerful advice to healthcare marketers on why custom POC creative is vital to reaching patients at critical moments. Discover top strategic insights and approaches coming from Industry Leaders and point of care research.
- [Demystifying Data to Support Your Business Goals: The Foundations of Healthcare Data](https://pocmarketing.org/resources-insights/demystifying-data-to-support-your-business-goals-the-foundations-of-healthcare-data.md): The Foundations of Healthcare Data
- [Designing Messaging for Patient Needs: Real Patient Insights from the Point of Care](https://pocmarketing.org/resources-insights/designing-messaging-for-patient-needs-real-patient-insights-from-the-point-of-care.md)
- [The Power of Customized, Education-First Content for Point of Care Marketing](https://pocmarketing.org/events/education-first-content-for-point-of-care-marketing.md)
- [Article 2: Strategies for Effective EHR Marketing](https://pocmarketing.org/resources-insights/education-over-advertising-strategies-for-effective-ehr-marketing.md): Moving beyond traditional advertising, EHR marketing prioritizes education, trust, and workflow integration, delivering content that supports clinical decisions and improves patient outcomes. In our second EHR deep dive, industry leaders share insights on creating value-driven, compliant strategies that align with healthcare needs while maximizing impact across the care journey.
- [Article 1: The EHR as a Marketing Channel](https://pocmarketing.org/resources-insights/ehr-based-marketing-series-article-1.md): EHR-based marketing is transforming healthcare by enabling brands to engage healthcare providers (HCPs) at critical decision points in patient care. This article explores expert insights, strategic opportunities, and practical examples for leveraging EHRs as high-trust platforms. Learn how to navigate this unique channel to deliver impactful, workflow-aligned messaging that supports HCPs and enhances care delivery.
- [Article 3: Integrating EHR Marketing to Amplify Omnichannel Strategies](https://pocmarketing.org/resources-insights/ehr-marketing-integration-strategy.md): Explore how EHR marketing integration amplifies omnichannel healthcare strategies, focusing on patient outcomes, HCP engagement, and AI-driven personalization to drive future growth and innovation.
- [Events](https://pocmarketing.org/events.md)
- [HCP vs DTC? Providers and Patients Need to Align—Experts Say So Should Your Messaging](https://pocmarketing.org/resources-insights/experts-on-aligning-dtc-and-hcp-comms.md): Patients and providers don’t always start on the same page. Your DTC and HCP messaging should help close that gap by supporting real conversations and shared decisions. When aligned, these efforts build trust and drive outcomes across the care journey. Brands that show up with timely, well-placed Point of Care content do more than inform; they influence what happens next. Featuring insights from leaders at the 2025 POC NOW Summit, get a practical roadmap to close communication gaps, unify strategies, and deliver measurable results through smarter DTC and HCP integration at the Point of Care.
- [Enhance Patient Engagement Through Health Literacy](https://pocmarketing.org/resources-insights/facts-and-approaches-to-health-literacy.md): Get the facts and approaches on the health literacy gap and strategies to improve patient engagement. Learn about the challenges in healthcare communication, the importance of simplifying medical language, and effective marketing tactics to enhance patient understanding and participation in their health journey. Get tips to create accessible, relevant, and actionable health information for better patient outcomes.
- [From Framework to Execution: A Preview of Our Upcoming Candid Conversations Event](https://pocmarketing.org/resources-insights/from-framework-to-execution-a-preview-of-our-upcoming-candid-conversations-event.md): Preview POCMA's June Candid Conversations event in NYC. Discover how to build smarter Point of Care media plans with insights from patients and HCPs.
- [From Framework to Execution: Building Smarter Point of Care Media Plans](https://pocmarketing.org/resources-insights/from-framework-to-execution-building-smarter-point-of-care-media-plans.md): From Framework to Execution: Building Smarter Point of Care Media Plans
- [From Moments to Momentum: What Pharma Marketers Need to Know from the 2026 POC Now Summit](https://pocmarketing.org/resources-insights/from-moments-to-momentum-what-pharma-marketers-need-to-know-from-the-2026-poc-now-summit.md): Point of Care is no longer just a place—it’s a series of moments that shape how patients and providers make decisions. At the 2026 POC Now Summit, industry leaders explored how these moments are evolving and what it means for marketers. Discover the biggest takeaways and how to turn them into action.
- [Gen Z Healthcare Marketing Strategies: The Most Influential Patient Generation Now](https://pocmarketing.org/resources-insights/gen-z-healthcare-marketing-and-poc-media-trends.md): Gen Z healthcare marketing is reshaping the future of the industry. With Gen Z’s spending power projected to reach $12T by 2030, healthcare brands must adapt to meet their needs. Discover how personalized strategies that focus on digital and in-person engagement will improve healthcare for everyone.
- [The Changing Healthcare Landscape and the Rise of POC Marketing](https://pocmarketing.org/resources-insights/healthcare-marketing-trends-and-rise-of-poc.md)
- [The New Faces of Care: 5 Healthcare Professional Personas Every Point of Care Strategy Should Reach](https://pocmarketing.org/resources-insights/healthcare-professional-personas-point-of-care.md): Point of Care marketing must reach beyond physicians to drive impact. Discover the five types of healthcare professionals shaping today’s care ecosystem.
- [How Kaila Mines is Redefining Point of Care for the Next Generation of Marketers](https://pocmarketing.org/resources-insights/how-kaila-mines-is-redefining-point-of-care-for-the-next-generation-of-marketers.md): Discover how PHM’s Kaila Mines leverages outcome-based metrics to transform Point of Care into a strategic media bridge for patients and providers.
- [How Phreesia Brought the Magic of Sesame Street to the Point of Care](https://pocmarketing.org/resources-insights/how-phreesia-brought-the-magic-of-sesame-street-to-the-point-of-care.md): Explore how Phreesia and Sesame Workshop won POCMA’s Best Unbranded Campaign Award by using data and beloved characters to empower caregivers at the Point of Care.
- [How to Design Point of Care Messaging Through the Patient Lens](https://pocmarketing.org/resources-insights/how-to-design-point-of-care-messaging-through-the-patient-lens.md): At the Point of Care, brands are competing with patient anxiety, distraction and information overload. Matthew Zachary and Jen Singer share how pharma marketers can design messaging that resonates with patients in emotionally charged moments by prioritizing clarity, tone and relevance.
- [How to Engage Healthcare Providers at the Point of Care: Products and Best Practices](https://pocmarketing.org/resources-insights/how-to-engage-healthcare-providers-at-the-point-of-care-products-and-best-practices.md): Learn why Point of Care media delivers trusted education where healthcare happens—improving the patient-provider relationship, supporting shared decision-making and strengthening healthcare communication.
- [How to Engage Patients With Print & Digital Point of Care](https://pocmarketing.org/resources-insights/how-to-engage-patients-with-print-digital-point-of-care.md): Explore how print, static and digital Point of Care (POC) marketing empowers brands to engage patients and providers at every stage of the healthcare journey. Learn about the benefits of each type of POC format, the products and touchpoints available today, and best practices for building measurable, high-performing campaigns.
- [How to Measure Point of Care Marketing’s True Impact](https://pocmarketing.org/resources-insights/how-to-measure-point-of-care-marketings-true-impact.md): Discover key insights from POCMA, Syneractiv, MedFuse, and Trinity Life Science’s study on Point of Care (POC) media measurement. Learn how patient-centric metrics—like the Patient Reach Index—help healthcare marketers more accurately capture POC impact and drive measurable patient outcomes.
- [Point of Care Marketing Association](https://pocmarketing.org/index.md): The official site of the Point of Care Marketing Association.
- [Is Your POC Marketing Campaign Measurement on Point?](https://pocmarketing.org/resources-insights/is-your-poc-marketing-campaign-measurement-on-point.md): The Foundations of Healthcare Data
- [PRIDE in Healthcare Marketing: The Data of LGTBQ Inclusion](https://pocmarketing.org/resources-insights/lgtbq-healthcare-disparities.md): Take action this PRIDE. Get the facts on LGBTQIA+ healthcare disparities and discrimination and how healthcare marketers can drive change and make a more inclusive healthcare system by better LGBTQIA+ engagement.
- [Maximizing Point of Care Impact: Beyond Traditional Targeting](https://pocmarketing.org/resources-insights/maximizing-point-of-care-impact-beyond-traditional-targeting.md): Your Point of Care (POC) marketing strategy could focus too narrowly on high-prescribing doctors. Expanding targeting to mid- and low-decile prescribers is essential for growth. This article provides data-driven insights and real-world examples to help marketers unlock untapped opportunities and reach underserved patient populations.
- [POC Approaches: Trends and Solutions in Medication Adherence](https://pocmarketing.org/resources-insights/medication-adherence-at-the-point-of-care.md): Revolutionize medication adherence with the power of point of care (POC) marketing. Discover how healthcare marketers can create a cohesive, patient-centered approach to address the barriers to adherence. Learn about innovative POC tools and tactics that empower patients, connect care teams, and drive better health outcomes.
- [Become a Member](https://pocmarketing.org/members/become-a-member.md)
- [Meet our Members](https://pocmarketing.org/members/meet-our-members.md)
- [DTC Built to Outlast Today’s Regulatory Pressures](https://pocmarketing.org/resources-insights/navigate-pharma-marketing-regulations.md): Traditional DTC pharma marketing at risk. Healthcare brands must pivot. Explore why Point of Care marketing is emerging as the most resilient channel in today’s evolving healthcare landscape and what senior marketers should do.
- [Leveraging POC for Targeted Patient Activation: The Case of Minority Organ Donation](https://pocmarketing.org/resources-insights/patient-activation-health-equity-marketing.md): In healthcare marketing, reaching specialized and hard-to-access audiences is essential for impactful campaigns. Minority organ transplants illustrate a critical area where traditional methods often fall short, revealing a unique opportunity for targeted outreach. Explore how POC marketing strategies can address barriers to effectively engage vital, hard-to-reach groups and connect with other specialized populations.
- [Patient Survey Shows Power of Telehealth: 5 Actionable Marketing Takeaways](https://pocmarketing.org/resources-insights/patient-survey-on-telehealth.md): Virtual care has transformed healthcare marketing strategies. Discover 5 ways to leverage telehealth trends, engage patients digitally, and boost ROI based on patient feedback.
- [Pharmacies Are an Emerging Access Point for Patient Care: Explore Their Evolving Role](https://pocmarketing.org/resources-insights/pharmacies-are-an-emerging-access-point-for-patient-care-explore-their-evolving-role.md): As pharmacies expand beyond prescriptions to provide preventive care and patient education, they’ve become powerful environments for Point of Care media. Learn how this evolution creates new opportunities for brands to engage and support patients.
- [Pharmacies Emerge as a Powerful New Point of Care](https://pocmarketing.org/resources-insights/pharmacies-as-a-powerful-new-point-of-care.md): For healthcare marketers, pharmacy point of care marketing presents a strategic opportunity as patients increasing turn to pharmacies for care, Rx guidance, and services. Pharmacies offer a convenient and trusted environment to engage patients directly, potentially influencing Rx adherence, reporting on patient barriers, and the improvement of treatment outcomes.
- [Engaging Today’s Healthcare Patients with Ray Rotolo](https://pocmarketing.org/resources-insights/poc-digitalization-for-healthcare-patients.md): Point of Care is moving far beyond traditional clinical walls, creating unprecedented opportunities for life sciences brands who understand today’s complex patient journeys. Ray Rotolo, Co-Founder & Chief Product Officer at Populus Health Technologies, draws on decades of agency leadership and healthcare technology expertise to reveal how changes in patient behavior and digital expansion is reshaping POC marketing. Discover how precision targeting, patient portals, and evolving consumer expectations are creating more impactful brand-patient connections at moments that truly matter.
- [POC Glossary](https://pocmarketing.org/poc-glossary.md)
- [EHR Messaging for Nurses: Enhancing Patient Care and Engagement](https://pocmarketing.org/resources-insights/poc-impact-ehr-messaging-for-nurses.md): Nurse-centered EHR messaging can ease workflow burdens and elevate patient care. Explore how healthtech empowers nurses, improves outcomes, and optimizes care journeys. As the most trusted professionals, nurses spend more time with patients than any other HCP, with upwards of 22% of their time spent navigating EHRs. This presents a key opportunity to deliver targeted POC messaging and resources, transforming how nurses influence patient outcomes and your healthcare marketing impact.
- [Melissa Gordon-Ring: Charting the Course for Point of Care Marketing](https://pocmarketing.org/resources-insights/poc-insights-ipg-melissa-gordon-ring.md): Gain leading POC insights with Melissa Gordon-Ring, Global President, Health at IPG Mediabrands, as she explores breaking industry silos, leveraging AI, and pioneering new opportunities in Point of Care marketing. Explore her vision on the future of patient-centric communication and driving innovation in healthcare.
- [POC NOW Summit 2022](https://pocmarketing.org/events/poc-now-summit-2022.md): On March 30, 2022, 180 healthcare marketing professionals gathered for first Point of Care Summit as the new Point of Care Marketing Association, featuring over 20 speakers discussing Evolution, Impact & Innovation.
- [POC NOW Summit 2023](https://pocmarketing.org/events/poc-now-summit-2023.md): The Point of Care Marketing Association hosted its annual POC NOW Industry Summit, featuring over 20 speakers who provided compelling insights on important topics for Point of Care marketers, aligning with the theme of Evolution, Impact & Innovation.
- [POC NOW Summit 2024](https://pocmarketing.org/events/poc-now-summit-2024.md): The Point of Care NOW Summit 2024 brings together top voices from across the healthcare spectrum to inform, empower, and drive innovation in point of care marketing.
- [POC NOW Summit 2025](https://pocmarketing.org/events/poc-now-summit-2025.md): Point of Care NowSummit 2025 What is the POC NOW Summit? The annual POC NOW Summit brings together top voices from across healthcare spectrum to inform, empower, and drive innovation in point of care marketing. Our mission is to enhance this crucial channel, creating better engagement and stronger outcomes. Session Replays Session Title Speakers Event
- [POC Planning Hub](https://pocmarketing.org/poc-planning-hub.md)
- [The Strategic Necessity of Point of Care Marketing in Healthcare Communication](https://pocmarketing.org/resources-insights/poc-strategic-integration.md): Discover how precision targeting and trusted, patient-centered content can transform your marketing strategy, improve patient outcomes, and keep you ahead in an evolving healthcare landscape. Whether you’re optimizing existing campaigns or need more insight on POC, this is a must-read for healthcare leaders looking to make a real impact.
- [From Foundation to Future: POCMA’s Board Co-Chairs Reflect on the Growth of Point of Care—and What Comes Next](https://pocmarketing.org/resources-insights/pocma-board-co-chairs-reflect-on-the-growth-of-point-of-care.md): As the Point of Care ecosystem continues to evolve, industry leaders are helping shape what comes next. In this feature, POCMA Board Co-Chairs Linda Ruschau, Dave Paragamian, and Wills Robbins reflect on the growth of the channel, the milestones that have defined the industry, and the opportunities ahead. Their perspectives offer a look at how point of care has matured—and why its role in healthcare communication is only becoming more important.
- [Cocktails & Connections 2023](https://pocmarketing.org/events/pocma-cocktails-and-connections-2023.md): On September 28th, the Point of Care Marketing Association hosted its 2nd annual Cocktails & Connections event at New York City's Magic Hour Rooftop Bar & Lounge.
- [Cocktails & Connections 2024](https://pocmarketing.org/events/pocma-cocktails-and-connections-2024.md): The Point of Care Marketing Association's 3rd annual Cocktails & Connections event brought together over 120 industry professionals in New York City.
- [Point of Care Marketing: Foundational, Transformative, and Poised for Growth in 2025](https://pocmarketing.org/resources-insights/pocma-leadership-perspectives-chairs-on-2025.md): Insights from POCMA executive leaders reveal how innovation, collaboration, and standardization are shaping the future of Point of Care (POC) marketing. As the channel evolves to meet the demands of 2025, these thought leaders explore strategies for driving measurable outcomes, rebuilding trust, and fostering meaningful engagement among patients, providers, and brands. Discover how POC is positioned to deliver value and transform healthcare marketing.
- [POCMA Healthtech Innovation: Where Patient Insights Meet Patient Outcomes](https://pocmarketing.org/resources-insights/pocma-member-healthtech-innovation.md): Explore healthtech innovations leading point of care (POC) landscape to create better patient outcomes. Discover how POCMA members are transforming patient care through AI-driven content personalization, precision messaging, and synchronized platforms.
- [Patient Engagement Innovation: Novel Content for Healthcare Journeys](https://pocmarketing.org/resources-insights/pocma-members-increase-patient-engagement.md): Patient engagement and medication adherence remain critical challenges, influencing patient health education and ultimately outcomes.
- [Point of Care Academy: Healthcare Marketing Where It Matters Most](https://pocmarketing.org/resources-insights/point-of-care-academy-healthcare-marketing.md): Upgrade your healthcare marketing mastery with the online Point of Care Academy. Gain practical skills and insider knowledge to elevate your strategy and reach patients and providers in critical moments and trusted spaces. Flexible, expert-led courses for all levels. Get the details here!
- [Point of Care Cross-Channel Impact Case Study](https://pocmarketing.org/resources-insights/point-of-care-cross-channel-impact.md): Point of Care was the most cost-efficient driver of conversions
- [Point of Care Engagement: Boosting Patient Access](https://pocmarketing.org/resources-insights/point-of-care-engagement-boosting-patient-access.md): Point of care marketing strategies can boost patient access to treatments. Learn about aligning messaging to optimize patient access, leveraging diverse tactics across care settings, and addressing affordability concerns. Explore how to improve healthcare outcomes and pharmaceutical success.
- [The Power of Point of Care: 2026 Patient and Provider Engagement Trends Shaping Healthcare Messaging](https://pocmarketing.org/resources-insights/point-of-care-engagement-trends-for-pharma-marketers.md): New research from M3MI reveals how patients and healthcare providers engage with health information today - and why messaging at the Point of Care plays a critical role in education, trust and treatment adherence. Drawing on insights from more than 20,000 patients and 3,400 providers, this report explores what these engagement trends mean for healthcare messaging strategies in 2026 and beyond.
- [Demystifying Data to Support Your Business Goals: The Foundations of Healthcare Data](https://pocmarketing.org/events/point-of-care-foundations-of-healthcare-data.md)
- [Join the $1 Billion Conversation](https://pocmarketing.org/resources-insights/point-of-care-media-market-growth-2024.md)
- [Point of Care Revenue Surpassed $1 Billion in 2024 — What’s Driving the Surge](https://pocmarketing.org/resources-insights/point-of-care-revenue-surpassed-1-billion-in-2024-whats-driving-the-surge.md): POC revenue among POCMA members topped $1 billion in 2024 — marking a 16% increase from 2023. Learn what’s driving this growth, from the trusted messaging and precision targeting to the improved patient engagement offered by POC. And discover the trends leading pharmaceutical brands to make POC a core part of their media strategies in 2026.
- [Privacy Policy](https://pocmarketing.org/privacy-policy.md)
- [Product Finder](https://pocmarketing.org/product-finder.md)
- [Protect Access to Trusted Health Education at the Point of Care](https://pocmarketing.org/protect-access-to-trusted-health-education-at-the-point-of-care.md)
- [Reaching Multicultural Audiences at the POC: Lessons from the Award-Winning Beyfortus Campaign](https://pocmarketing.org/resources-insights/reaching-multicultural-audiences-at-the-poc-lessons-from-the-award-winning-beyfortus-campaign.md): Discover how Havas and Sanofi won a POC Excellence Award by leveraging a year-round, culturally attuned Point of Care strategy for the Beyfortus RSV campaign.
- [Research: Patients & Practitioners Seek More POC Messaging](https://pocmarketing.org/resources-insights/research-on-poc-messaging-effectiveness.md): Research by ZS reveals Point of Care POC messaging boosts prescriptions by 6-8%. Explore why POC is a healthcare marketing must-have for healthcare initiatives. Our study uncovers patient and provider perspectives, POC’s growing importance, and key opportunities to enhance your healthcare messaging strategy.
- [New Research is Reshaping Healthcare Marketing Strategy](https://pocmarketing.org/resources-insights/research-reshaping-healthcare-marketing-strategy.md): Discover how new research is reshaping healthcare marketing strategy. Learn how Point of Care drives behavior change, health equity, and patient trust.
- [Resources and Insights: Webinars](https://pocmarketing.org/resources-and-insights/webinars.md)
- [Resources Insights](https://pocmarketing.org/resources-insights.md)
- [Resources and Insights: Blogs](https://pocmarketing.org/resources-insights/blogs.md)
- [Resources and Insights: Case Studies](https://pocmarketing.org/resources-insights/case-studies.md)
- [POC Marketing Measurement Best Practices](https://pocmarketing.org/resources-insights/insights/reports/poc-marketing-measurement-best-practices.md)
- [Is Your POC Marketing Campaign Measurement on Point?](https://pocmarketing.org/resources-insights/insights/reports/point-of-care-marketing-campaign-measurement-2023.md): New research from POCMA and Syneractiv explores why Point of Care measurement varies. Discover 7 key findings and 5 best practices for aligning MMM and Test vs. Control methods.
- [The Complete Reach of Point of Care](https://pocmarketing.org/resources-insights/insights/reports/point-of-care-media-reach.md)
- [POC Standard Terms and Conditions for Point of Care Media Advertising](https://pocmarketing.org/resources-insights/planning-resources/point-of-care-standards.md): The overall goal of the Standard Terms and Conditions for Point of Care Media Advertising ("POC Standard Terms") is to create a fair and balanced document for agencies and point of care media companies to streamline the process.
- [The Point of Care Academy](https://pocmarketing.org/resources-insights/poc-academy.md): Learn to leverage point of care marketing to effectively engage patients, caregivers, and healthcare providers at every care point.
- [POC Measurement | Best Practices for Measuring Point of Care Impact](https://pocmarketing.org/resources-insights/poc-measurement.md): Learn best practices for measuring point of care (POC) programs, including KPIs, methodologies, and how to assess impact across healthcare marketing initiatives.
- [Policies & Regulations](https://pocmarketing.org/resources-insights/policies-and-regulations.md)
- [Resources and Insights: Reports](https://pocmarketing.org/resources-insights/reports.md)
- [The Changing Healthcare Landscape and the Rise of POC Marketing](https://pocmarketing.org/resources-insights/reports/healthcare-marketing-trends-and-rise-of-poc.md): Point of Care (POC) marketing has emerged as an increasingly viable and rapidly expanding channel in healthcare advertising, experiencing remarkable revenue growth of 171% since 2019.
- [Patients](https://pocmarketing.org/resources-insights/what-healthcare-professionals-insights-for-pharma-marketers.md#Patients)
- [Trust](https://pocmarketing.org/resources-insights/what-healthcare-professionals-insights-for-pharma-marketers.md#Trust)
- [Resources and Insights: White Papers](https://pocmarketing.org/resources-insights/white-papers.md)
- [Search Results](https://pocmarketing.org/search-results.md)
- [State of the Point of Care Marketing Industry – 2022, ZS & POCMA](https://pocmarketing.org/resources-insights/state-of-the-point-of-care-marketing-industry-2022.md): The Foundations of Healthcare Data
- [Terms & Conditions](https://pocmarketing.org/terms-conditions.md)
- [The 2027 Blueprint: Building High-Impact Point of Care Media Plans](https://pocmarketing.org/resources-insights/the-2027-blueprint-building-high-impact-point-of-care-media-plans.md): Prepare your 2027 pharma media plan with our blueprint for Point of Care marketing. Explore tactical guides, data-backed insights, and 10 core campaign principles.
- [The Complete Reach of Point of Care](https://pocmarketing.org/resources-insights/the-complete-reach-of-point-of-care.md): Utilizing prescription and medical claims to analyze the reach of Point of Care media.
- [The Effectiveness of Point of Care](https://pocmarketing.org/resources-insights/the-effectiveness-of-point-of-care.md): Point of Care was the most cost-efficient driver of conversions
- [The Hidden Healthcare Workforce: Why Supporting Caregivers is Critical to Treatment Success](https://pocmarketing.org/resources-insights/the-hidden-healthcare-workforce-why-supporting-caregivers-is-critical-to-treatment-success.md): Caregivers are the hidden healthcare workforce, essential to treatment success but often overlooked. In this interview, Dr. Allison Applebaum discusses the growing role of caregivers, the impact on patient outcomes, and how healthcare brands can integrate caregiver support into Point of Care marketing strategies to drive adherence and engagement.
- [Point of Care Excellence Award Winners](https://pocmarketing.org/events/the-point-of-care-excellence-award-winners.md)
- [Print Media in a Digital World: A Powerhouse for Enhancing Patient Information](https://pocmarketing.org/resources-insights/the-power-of-print-media-in-poc-engagement.md): Print media is crucial in healthcare marketing, working alongside digital strategies to ensure every patient is optimally reached with retention, utility, and accessibility in mind. With AI-enhanced personalization, print modernizes patient communication and provides focused engagement at points of care.
- [The Reality of Modern Care: What Today’s Clinicians Want Pharmaceutical Marketers to Understand](https://pocmarketing.org/resources-insights/the-reality-of-modern-care-what-today-s-clinicians-want-pharmaceutical-marketers-to-understand.md)
- [Top Point of Care Marketing Strategies for Your 2026 Media Plans](https://pocmarketing.org/resources-insights/top-point-of-care-marketing-strategies-for-2026.md): Point of Care (POC) marketing is emerging as a cornerstone of healthcare media plans in 2026. Learn how to plan effective POC campaigns, design creative that resonates with both patients and providers and measure success through KPIs like new-to-brand prescriptions, diagnosis lift, and adherence.
- [Top 4 Healthcare Marketing Takeaways from the POC NOW 2024 Summit](https://pocmarketing.org/resources-insights/top-tips-trends-for-healthcare-marketing.md): Refresh your healthcare perspective and get stronger, future-looking, and more integrated marketing strategy. Across healthcare marketing verticals, leaders ranging from big pharma to patient advocacy talked about the growing need for point of care expansion to benefit patients, providers, and brands alike. We’ve narrowed in on top takeaways for you from the best marketing and healthcare industry leaders. Get the year’s best quotes, links, highlights, and tips to help increase impact for 2025 and beyond.
- [Reexamining the Causes and Barriers to Rx Adherence](https://pocmarketing.org/resources-insights/understanding-medication-nonadherence.md): Rethink your approach to Rx nonadherence by addressing the root causes that impact patient behavior. Gain actionable insights and strategies designed to tackle the real barriers preventing adherence, and learn how to strengthen your marketing efforts to drive better patient outcomes.
- [Unlocking Point of Care Marketing’s True Impact with Patient-Centric Measurement](https://pocmarketing.org/resources-insights/unlocking-point-of-care-marketings-true-impact-with-patient-centric-measurement.md): MMMs may be underestimating your POC campaign impact by more than 4x. Discover how the Patient Reach Index, a patient-centric measurement approach, delivered 4.4x higher campaign lift and 36.8% better statistical significance in our new white paper.
- [What Doctors Really Want from Brands and Media](https://pocmarketing.org/resources-insights/what-doctors-want-in-marketing-at-poc.md): Most healthcare marketing misses the moment. In this piece, Dr. Amit Phull outlines what physicians actually need from messaging at the Point of Care—and why relevance, not reach, is what earns their trust.
- [8 Things Healthcare Professionals Want Pharmaceutical Marketers to Know in 2026](https://pocmarketing.org/resources-insights/what-healthcare-professionals-insights-for-pharma-marketers.md): Healthcare is evolving quickly, but the realities of clinical care remain complex. Drawing on conversations with thirteen healthcare professionals across specialties, this article explores what’s changing at the Point of Care and what pharmaceutical marketers need to understand to better support patients, providers, and care teams in 2026. From patient trust and education to AI, affordability, and workflow realities, these insights offer a grounded look at what truly helps—and what doesn’t.
- [What is Point of Care Marketing: Strategic Engagement When It Matters Most](https://pocmarketing.org/resources-insights/what-is-point-of-care-marketing.md): Point of Care (POC) marketing is one of the most powerful ways to reach and educate patients and providers, delivering highly contextualized information at defining moments during the delivery of care, when treatment decisions are being made.
- [What Is the Point of Care? Key Definitions and Insights](https://pocmarketing.org/resources-insights/what-is-the-point-of-care-key-definitions-and-insights.md): In today’s complex healthcare landscape, reaching patients and providers with the right message at the right time is more critical—and more challenging—than ever. We believe that one of the most powerful touchpoints in that journey is the Point of Care (POC). This post breaks down the key definitions and concepts about POC that you need to know—starting with the foundation of what point of care is, and key insights on the value and impact of reaching patients and healthcare providers at the point of care.
- [What Pharma Can Learn From Cannes Lions: Key Insights and Trends for 2027 Planning](https://pocmarketing.org/resources-insights/what-pharma-can-learn-from-cannes-lions-key-insights-and-trends-for-2027-planning.md): Discover the biggest healthcare marketing trends from Cannes Lions. Learn how AI disruption, GLP-1s, and creator authenticity are making Point of Care essential for 2027.
- [Why Investing in Audited and Certified Media Makes Sense](https://pocmarketing.org/resources-insights/why-investing-in-audited-and-certified-media-makes-sense.md): Audited and certified platforms benefit marketers especially given the challenges with transparency that exist in the marketplace. The certification process established by the Point of Care Marketing Association increases credibility among those who work in Point of Care.