The POC Planning Hub
Everything you need to confidently build Point of Care into your media plan—from the proof and planning frameworks to the tools that bring your strategy to life.
WHY POC
Every media channel reaches an audience. Only one reaches them at the right moment.
Point of Care reaches patients and healthcare providers when decisions are actively being made. Explore the research, planning frameworks, and tools that help marketers build more effective POC campaigns.
Your guide to the complete POC ecosystem
Point of Care is more than a single channel—it's a connected ecosystem of environments where healthcare decisions are made. This guide maps more than 40 media tactics across the patient journey to help you plan smarter, more integrated campaigns.
Build your strategy
Planning Resources
10 POC Planning Tips
Successful Point of Care campaigns are built with intention—not just placement. These 10 planning principles provide a practical framework for reaching patients and providers at the moments that matter most, helping you create campaigns that are relevant, trusted, and measurable.
Download the complete guide to explore each principle in detail, along with practical planning considerations and real-world examples.
How to land the right message, as told by HCPs
Healthcare is evolving rapidly, reshaping how patients access information and make decisions about their care. At the same time, HCPs are navigating growing pressures, including limited time, rising patient anxiety, and increasingly complex care environments. Successfully addressing patient and HCP needs in your marketing starts by understanding your audience, their surroundings and their mindset at the moment they're consuming your message. This resource can help you do just that.
1. Patients are overloaded with information—not clarity
Simplify complex healthcare information
2. Trust is built through curiosity, not correction
Lead with curiosity and empathy
3. Repetition across the care journey supports learning
Reinforce key messages across multiple touchpoints
4. Care is delivered by teams, not individuals
Engage the full care team
5. Generic education tools no longer work
Deliver personalized, visual content
6. Cost and usability are major drivers of adherence
Help patients navigate cost and usability challenges early
7. AI is already shaping healthcare conversations
Provide trusted, evidence-based information that complements AI-driven conversations.
8. Value Is Defined by Workflow Fit, Not Presence
Point of Care solutions create value when they fit naturally into clinical workflows.
Point of Care Perspectives
Proof POC works
Dive into real-world examples and case studies that demonstrate the unmatched efficacy of Point of Care media.
Point of Care Cross-Channel Impact Case Study
See how a Veeva Crossix cross-channel analysis found that Point of Care was the most cost-efficient driver of conversions, generating 17% of new prescriptions with just 2% of media investment while strengthening the performance of a multi-channel DTC campaign.
The Effectiveness of POC
Explore a Veeva Crossix case study demonstrating how Point of Care media outperformed other DTC channels by driving more new patient starts with less investment and significantly amplifying the impact of digital advertising.
Best Multicultural Campaign
Discover how Havas Media Network and Sanofi's award-winning Beyfortus campaign redefined multicultural Point of Care marketing by using culturally relevant, year-round strategies to build trust, improve patient confidence, and drive more meaningful healthcare conversations.
Best Unbranded Campaign
Learn how Phreesia and Sesame Workshop created an award-winning unbranded Point of Care campaign that used trusted storytelling, data-driven insights, and timely patient engagement to empower parents and strengthen conversations with healthcare providers.
Best Branded Campaign
Discover how CMI Media Group's award-winning Orgovyx campaign used synchronized patient and provider engagement at the Point of Care to spark meaningful treatment conversations, change prescribing behavior, and deliver a 70% increase in new-to-brand prescriptions.
Find the right solutions
POC Product Finder
Explore POC Media Solutions
Browse Point of Care media solutions from POCMA member companies. Use advanced filters to find products that align with your campaign objectives and instantly identify which solutions are POCMA Certified.
View results online or export them for planning and collaboration with your team.
Please note: Results do not reflect real-time inventory availability.
Additional Resources
From Framework to Execution: Building Smarter Point of Care Media Plans
Learn how patient advocates, providers, and agencies create empathetic Point of Care campaigns—and see award-winning examples that drive real impact.
5 Benefits of Point of Care Media for Educating Patients & Providers
Learn why Point of Care media is one of healthcare's most trusted education channels, with five data-backed benefits for patients and providers.
How to Engage Patients With Print & Digital Point of Care
Explore Point of Care media formats, best practices, and measurement strategies to build trusted, effective patient campaigns.
How to Design Point of Care Messaging Through the Patient Lens
Discover how a simple shift in perspective can help pharma marketers create more meaningful patient experiences at the Point of Care.
How to Build Trust with Patients: What Healthcare Professionals Say Actually Works at the Point of Care
Hear from thirteen healthcare professionals on the communication strategies that build trust and support better patient outcomes.
Sources
- M3 MI’s 2026 MARS Consumer Health Study
- M3 MI’s 2025 Sources & Interactions + Digital Insights Study
- M3 MI’s 2026 MARS Consumer Health Study: Among patients who noticed a healthcare ad in a doctor’s office in the last year
- Veeva Crossix, The Effectiveness of Point of Care: Case Study Analysis (2023), via POCMA