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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As the point-of-care landscape expands, so does the number of vendors claiming to engage HCPs where it matters most—during real clinical moments between patients and providers. But proximity matters. And so does transparency, targeting precision, and proof of performance.
Whether you're planning your next HCP campaign or evaluating your current partner mix, this guide is designed to help life science marketers ask smarter questions and make more strategic decisions. Here’s what you can expect:
- What true point-of-care means—and why some solutions don’t live up to the label
- Six critical evaluation criteria for assessing platforms and vendors
- How to avoid the “black box” of measurement, and optimize by NPI instead
- Benchmarks and best practices based on real-world program analyses
- How POC marketing supports brand goals at every commercial stage—from launch to loss of exclusivity
Download the guide today for a reliable framework to evaluate point of care marketing partners with confidence—and connect with patients and providers when it matters most.