POC Measurement
Best practices and frameworks for measuring the impact of point of care programs across healthcare marketing.
Why POC Measurement Matters
Point of Care (POC) Measurement is critical to understanding the actual impact of POC programs on healthcare decision-making and outcomes. While POC is a highly measurable channel in healthcare marketing, meaningful measurement requires early alignment on goals, methodologies, and success metrics.
Effective POC measurement goes beyond surface-level metrics. It focuses on defining the right questions up front, selecting appropriate KPIs aligned with program objectives, and applying rigorous, independent methodologies to assess performance over time. When done well, measurement provides clarity on ROI, supports more intelligent optimization, and helps demonstrate POC’s contribution within the broader marketing mix.
Unlocking Point of Care's True Impact with Patient-Centric Measurement
Traditional measurement doesn't always tell the full Point of Care story.
Hear Joanne Biscardi (ConnectiveRx) and Joy Joseph (MedFuse) discuss how patient-centric measurement and evolving industry standards are helping brands make more informed planning and investment decisions.
What You'll Learn
- Why Point of Care is often undervalued in MMM
- How patient-centric inputs improve measurement
- How better measurement drives smarter planning
- Why measurement standards matter
Join the Measurement Consortium
We are inviting up to 10 brands to participate in a consortium study evaluating patient-centric measurement inputs within existing marketing mix models. Participants can test the approach alongside their current measurement methodology.
Share your interest in the Consortium Study here.
Help Shape the Future of Point of Care Measurement
POCMA is collaborating with the Media Rating Council (MRC) and industry leaders to develop guidance and standards for Point of Care measurement.
Learn more about the MRC Working Group and discover how your organization can participate.
Share your interest here about joining the MRC working group.
Best Practices Guide for Measuring Point of Care Impact
This best-practices guide outlines how to measure POC programs, from planning and KPI selection to methodologies that align with objectives such as script lift, awareness, diagnosis, or treatment initiation.
It also covers third-party measurement, appropriate timeframes, and the role of test-and-control and marketing mix approaches in delivering reliable, actionable insights.
