A Milestone Moment in Healthcare Marketing That You Need to Be a Part Of
POC's growth in 2024 represents a 16% increase vs. 2023*
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.
Learn why brands are making POC a cornerstone of their media plans
1. Point of Care: A Foundational Channel
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.
2. Point of Care Media Delivers Context, Credibility & Trust
Challenge: Consumers encounter health information across many sources, but not all are equally trusted. Social media and even some digital outlets can feel fragmented or unsafe for brands.
Why It Matters: Patients act on information they trust. Without credibility, campaigns fall flat. Data shows that while 56% of patients consider health websites effective, only 31% say the same about TV—and just 15% trust social media for health information¹.
POC ranks 4th as a top health information source, just below HCPs. Other channels like health information websites, health-related publications or search engine results all fall below, including TV programs, which ranked 27th out of 40 sources².
What POC Solves: 74% of POC-exposed patients¹ ranked in-office materials among the two most effective sources. Because POC occurs in a closed, brand-safe network, your content appears in credible environments alongside educational resources patients already rely on.
¹Ipsos,"The Pulse of POC Marketing" study, 2025
²M3 MI's 2024 MARS Consumer Health Study
3. Point of Care Enhances Patient-Provider Communication
Challenge: Patients often feel overwhelmed or uncertain when making healthcare decisions, leaving them anxious or unclear about next steps.
Why It Matters: Confusion or lack of clarity can lower care satisfaction and affect adherence. Uninformed patients may struggle with treatment plans or hesitate to act.
What POC Solves: POC education provides clarity and reassurance in the care journey. Research¹ shows a strong emotional benefit tied to POC exposure:
- 84% feel motivated to follow doctor recommendations (vs. 76%)
- 83% feel reassured about their healthcare direction (vs. 76% unexposed)
- 81% feel relieved about having clear next steps (vs. 72% unexposed)
¹Ipsos,"The Pulse of POC Marketing" study, 2025
4. Point of Care Delivers Results
Challenge: Many media channels promise engagement but struggle to deliver measurable results that impact prescribing or patient behavior.
Why It Matters: Without proven outcomes, brand investments may not translate into real-world action, limiting ROI.
What POC Solves: Research documents that POC drives meaningful business results:
- Patients exposed at POC are more likely to take/refill prescriptions than those who only saw TV ads³
- Adding POC to TV or digital campaigns drove a 6–8% boost in total prescriptions¹
- 58% of patients exposed to in-office ads felt more knowledgeable about their medications—a 12% increase from previous years³
- 60% felt more empowered to take action²
- Physicians are using prescribing platforms more than ever to educate patients & drive compliance. 64% have looked at alternate medications to prescribe while using their EMH/EHR or Telehealth Platforms³
¹ZS, POC Effectiveness Study, 2024
²Ipsos,"The Pulse of POC Marketing" study, 2025
³M3 MI's 2024 MARS Consumer Health Study
POC Success Stories
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.
Angelica L. Aguirre
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:
- Outperform English-only initiatives by 20%
- Achieve a 3.7X higher utilization of a Novartis-supplied patient brochure
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.
Elizabeth Dexter
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.
What Brands and Media Experts Are Saying About POC
The Point of Care channel represents a transformative opportunity in our holistic media strategy, spanning both front office and back office touchpoints. Its where we can reach patients, caregivers, and healthcare professionals at the most critical moment, when treatment decisions are being made. This channel allows BMS to deliver meaningful brand messaging precisely when it matters most in the patient journey. Rather than hoping our message reaches the right audience at the right time, Point of Care ensures were present during those pivotal conversations between patients and their care teams.
Naveed Patel
Executive Director, Worldwide Media Planning & Buying Excellence
Bristol Myers Squibb
Consumers today are increasingly taking a more proactive approach to their healthcare, focusing on preventative care versus sick care. As such, they are spending more time in the places in which they receive care – whether that be a traditional doctor's office, an urgent care, pharmacy, or other. POC gives brands the opportunity to reach and connect with patients in these environments, when they are seeking solutions and support, and arms clinicians with information as they are engaging with and providing care to their patients.
Sandy Weag
EVP, Engagement Strategy & Communications Planning
CMI Media Group
Point of Care is a critical, strategic component of our media mix. Our POC partners continue to bring forward innovative solutions while delivering strong and consistent business results on tried-and-true tactics. As we continue to home in on strategies to reach the right patient at the right time, POC continues to be the cream that rises to the top
Kelli Diveley
Senior Director, Integrated Media Strategy – Primary Care
Pfizer
Let this milestone be your cue to invest in POC as a cornerstone of your 2026 plans.
POC revenue surpassing $1 billion in 2024 marks a turning point: POC is no longer auxiliary, but foundational. With its trust advantage, measurable outcomes, evolving formats, and equity-aligned impact, POC is shifting from a mere campaign tactic to a strategic priority and advantage for marketers and brands alike.
Additional Resources
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.
*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.