New research released at the 2025 POC NOW Summit offers clarity on how Point of Care marketing plays a distinct and valuable role in patient and provider engagement—a channel long seen as impactful, yet rarely supported by large-scale data. As patient journeys become more complex and marketers face increasing pressure to justify investments, the absence of robust, audience-centered data has become a strategic blind spot: one that may have unintentionally limited the use of a high-potential channel. For senior healthcare marketers, the findings prompt a meaningful reassessment. Credible, real-world data now connects POC activity with key moments in care, including treatment initiation and sustained adherence.
That’s what makes this study especially timely. Commissioned by the Point of Care Marketing Association (POCMA) and conducted by Ipsos in February 2025, the research (hereafter “Research”) surveyed 351 healthcare providers and 765 patients across a wide range of care settings and demographic groups. The result is one of the most comprehensive snapshots to date of how audiences encounter and respond to POC content, highlighting not only consistent behavioral patterns, but also important differences among historically underserved populations.
The findings help marketers rethink the role of POC, not just as a mid-funnel reinforcement tactic. Rather, it serves as a strategic touchpoint for patient education, provider alignment, and message design that reflects audience needs and care context. From refining creative based on how different audiences prefer to receive information to identifying optimal engagement contexts, this study offers grounded, practical insight into how to use POC more meaningfully—whether as a standalone approach or as part of a larger omnichannel strategy.