If you’re a pharma marketer, you’ve likely seen the rise in attention around point-of-care (POC) marketing. And for good reason: few channels offer the same ability to engage providers and patients right when health decisions are being made. Whether it’s surfacing brand messaging during diagnosis or delivering patient education at the moment of prescribing, true point-of-care marketing can connect the dots between awareness and action—between strategy and real-world outcomes.
Is Your Point-of-Care Advertising Actually Reaching the Point of Care?
Is Your Point-of-Care Advertising Actually Reaching the Point of Care?
If you’re a pharma marketer, you’ve likely seen the rise in attention around point-of-care (POC) marketing. And for good reason: few channels offer the same ability to engage providers and patients right when health decisions are being made. Whether it’s surfacing brand messaging during diagnosis or delivering patient education at the moment of prescribing, true point-of-care marketing can connect the dots between awareness and action—between strategy and real-world outcomes.
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Sample Data and Insights from the Research
HCPs welcome engaged, informed patients. But our 2024 survey reveals they’re also skeptical of the quality of information patients consume and cite a number of factors impacting the physician / patient conversation. However, when information and timing align, these conversations can transform treatment.
In fact, synchronizing engagement with HCPs and patients is a powerful opportunity hiding in plain sight. But first, we need to move beyond the marketing silos that separate the two. Here are the top findings from the survey; download the full white paper to see the implications and actions for pharma brands. 
- 45% of physicians agree that patient-sourced information may cause them to consider new treatments
- 73% of physicians say the medications patients request are only sometimes, occasionally, or rarely appropriate
- 70% of physicians believe aligning the information HCPs and patients receive from brands streamlines care
- 13% of physicians think there is currently strong alignment between HCP and DTC marketing