Table of Contents
The Changing Healthcare Landscape and the Rise of POC Marketing
Executive Summary
Point of Care (POC) marketing has emerged as an increasingly viable and rapidly expanding channel in healthcare advertising, experiencing remarkable revenue growth of 171% since 2019, reaching over $803 million in 2023¹. The $803 million is based on data reported by 17 POCMA members and does not represent total industry spend. The total industry spend is likely higher than $1 billion, based on the year-over-year growth reported by РОСМА members and the 2022 ZS projection that the POC industry would reach $1 billion by 2023²⁹.
During this same period, pharmaceutical advertising spend for HCP run-of-site digital display and print ads declined by 22%², while DTC advertising increased by 26%⁵, highlighting a significant shift in media allocation strategies.
With POC marketing now growing at an annual rate of 22%¹, it commands an increasingly significant share of the healthcare media mix. This rapid expansion is driven by POC's distinctive ability to deliver personalized messaging at pivotal decision points in the healthcare journey, creating moments of impact when they matter most.
As consumers navigate an evolving mix of digital and in-person care experiences, POC marketing stands out for its precision in delivering hyper-targeted engagement. Leading brands are investing heavily in this channel, recognizing its proven effectiveness in reaching both patients and healthcare professionals efficiently at critical decision points within an increasingly competitive, multichannel landscape.
This report from the Point of Care Marketing Association, drawing on insights from M3 MI's Professional and MARS Consumer Health Studies alongside other industry data, delves into the driving forces behind POC's rise and offers strategic guidance for marketers seeking to optimize this powerful channel in meeting the evolving needs of today's healthcare consumers.
Report Focus
Drawing on new research to provide marketers with actionable insights, this report focuses on:
Point of Care Marketing Spend: An analysis of point of care ad spending from 2019 to 2023 based on 17 contributing members of the Point of Care Marketing Association (POCMA).
Evolving Audiences & Market Opportunities: Insights into shifting demographics, emerging care settings and new opportunities for reaching consumers.
Strategic Impact of the POC Channel: An assessment of how POC marketing drives engagement, builds trust, and contributes to prescription growth and patient outcomes.
Technological Shifts and Consumer Behavior: Exploration of how digital tools, telehealth, and wearable devices are transforming healthcare delivery and patient engagement.
Continue To the Market Overview →
About the Authors
POCMA
Point of Care Marketing Association
The Point of Care Marketing Association exists to advocate for the effective use of the Point of Care channel to advance patient healthcare outcomes. Members of the nonprofit Point of Care association work closely with brand, agency and provider stakeholders to advocate for the channel and promote its positive impact to ensure its continued growth as a vital and innovative segment of healthcare marketing. For more information, visit pocmarketing.org.
M3 MI
Marketing Intelligence and Media Insight
M3 MI is a leading provider of syndicated research for the healthcare industry
Our solutions empower informed decisions by marketers across the health ecosystem and better outcomes for their brands.
Highest quality researchClients trust M3 MI for accurate, unbiased and actionable data: healthcare consumer and professional audience insights, media measurement, and advertising intelligence, as well as 100% opt-in, privacy safe consumer health audiences for activation.
Client successWe’ve built long-term relationships with, and contributed to the success of, hundreds of brands, ad agencies, media companies, researchers and consultancies, as their source for a deeper understanding of their customers and how to most effectively connect and communicate with them.
A trusted partnerOur new identity, as part of M3, is built on a decades long legacy of helping clients as Kantar Media Healthcare Research, PERQ/HCI and MARS Consumer Health — now leveraging M3’s resources as a global research and data company focused 100% on health and driven by technology.
Table of Contents
The Changing Healthcare Landscape and the Rise of POC Marketing
Executive Summary
Point of Care (POC) marketing has emerged as an increasingly viable and rapidly expanding channel in healthcare advertising, experiencing remarkable revenue growth of 171% since 2019, reaching over $803 million in 2023¹. The $803 million is based on data reported by 17 POCMA members and does not represent total industry spend. The total industry spend is likely higher than $1 billion, based on the year-over-year growth reported by РОСМА members and the 2022 ZS projection that the POC industry would reach $1 billion by 2023²⁹.
During this same period, pharmaceutical advertising spend for HCP run-of-site digital display and print ads declined by 22%², while DTC advertising increased by 26%⁵, highlighting a significant shift in media allocation strategies.
With POC marketing now growing at an annual rate of 22%¹, it commands an increasingly significant share of the healthcare media mix. This rapid expansion is driven by POC's distinctive ability to deliver personalized messaging at pivotal decision points in the healthcare journey, creating moments of impact when they matter most.
As consumers navigate an evolving mix of digital and in-person care experiences, POC marketing stands out for its precision in delivering hyper-targeted engagement. Leading brands are investing heavily in this channel, recognizing its proven effectiveness in reaching both patients and healthcare professionals efficiently at critical decision points within an increasingly competitive, multichannel landscape.
This report from the Point of Care Marketing Association, drawing on insights from M3 MI's Professional and MARS Consumer Health Studies alongside other industry data, delves into the driving forces behind POC's rise and offers strategic guidance for marketers seeking to optimize this powerful channel in meeting the evolving needs of today's healthcare consumers.
Report Focus
Drawing on new research to provide marketers with actionable insights, this report focuses on:
Point of Care Marketing Spend: An analysis of point of care ad spending from 2019 to 2023 based on 17 contributing members of the Point of Care Marketing Association (POCMA).
Evolving Audiences & Market Opportunities: Insights into shifting demographics, emerging care settings and new opportunities for reaching consumers.
Strategic Impact of the POC Channel: An assessment of how POC marketing drives engagement, builds trust, and contributes to prescription growth and patient outcomes.
Technological Shifts and Consumer Behavior: Exploration of how digital tools, telehealth, and wearable devices are transforming healthcare delivery and patient engagement.
Continue To the Market Overview →
About the Authors
POCMA
Point of Care Marketing Association
The Point of Care Marketing Association exists to advocate for the effective use of the Point of Care channel to advance patient healthcare outcomes. Members of the nonprofit Point of Care association work closely with brand, agency and provider stakeholders to advocate for the channel and promote its positive impact to ensure its continued growth as a vital and innovative segment of healthcare marketing. For more information, visit pocmarketing.org.
M3 MI
Marketing Intelligence and Media Insight
M3 MI is a leading provider of syndicated research for the healthcare industry
Our solutions empower informed decisions by marketers across the health ecosystem and better outcomes for their brands.
Highest quality researchClients trust M3 MI for accurate, unbiased and actionable data: healthcare consumer and professional audience insights, media measurement, and advertising intelligence, as well as 100% opt-in, privacy safe consumer health audiences for activation.
Client successWe’ve built long-term relationships with, and contributed to the success of, hundreds of brands, ad agencies, media companies, researchers and consultancies, as their source for a deeper understanding of their customers and how to most effectively connect and communicate with them.
A trusted partnerOur new identity, as part of M3, is built on a decades long legacy of helping clients as Kantar Media Healthcare Research, PERQ/HCI and MARS Consumer Health — now leveraging M3’s resources as a global research and data company focused 100% on health and driven by technology.
Table of Contents
The Changing Healthcare Landscape and the Rise of POC Marketing
Executive Summary
Point of Care (POC) marketing has emerged as an increasingly viable and rapidly expanding channel in healthcare advertising, experiencing remarkable revenue growth of 171% since 2019, reaching over $803 million in 2023¹. The $803 million is based on data reported by 17 POCMA members and does not represent total industry spend. The total industry spend is likely higher than $1 billion, based on the year-over-year growth reported by РОСМА members and the 2022 ZS projection that the POC industry would reach $1 billion by 2023²⁹.
During this same period, pharmaceutical advertising spend for HCP run-of-site digital display and print ads declined by 22%², while DTC advertising increased by 26%⁵, highlighting a significant shift in media allocation strategies.
With POC marketing now growing at an annual rate of 22%¹, it commands an increasingly significant share of the healthcare media mix. This rapid expansion is driven by POC's distinctive ability to deliver personalized messaging at pivotal decision points in the healthcare journey, creating moments of impact when they matter most.
As consumers navigate an evolving mix of digital and in-person care experiences, POC marketing stands out for its precision in delivering hyper-targeted engagement. Leading brands are investing heavily in this channel, recognizing its proven effectiveness in reaching both patients and healthcare professionals efficiently at critical decision points within an increasingly competitive, multichannel landscape.
This report from the Point of Care Marketing Association, drawing on insights from M3 MI's Professional and MARS Consumer Health Studies alongside other industry data, delves into the driving forces behind POC's rise and offers strategic guidance for marketers seeking to optimize this powerful channel in meeting the evolving needs of today's healthcare consumers.
Report Focus
Drawing on new research to provide marketers with actionable insights, this report focuses on:
Point of Care Marketing Spend: An analysis of point of care ad spending from 2019 to 2023 based on 17 contributing members of the Point of Care Marketing Association (POCMA).
Evolving Audiences & Market Opportunities: Insights into shifting demographics, emerging care settings and new opportunities for reaching consumers.
Strategic Impact of the POC Channel: An assessment of how POC marketing drives engagement, builds trust, and contributes to prescription growth and patient outcomes.
Technological Shifts and Consumer Behavior: Exploration of how digital tools, telehealth, and wearable devices are transforming healthcare delivery and patient engagement.
Continue To the Market Overview →
About the Authors
POCMA
Point of Care Marketing Association
The Point of Care Marketing Association exists to advocate for the effective use of the Point of Care channel to advance patient healthcare outcomes. Members of the nonprofit Point of Care association work closely with brand, agency and provider stakeholders to advocate for the channel and promote its positive impact to ensure its continued growth as a vital and innovative segment of healthcare marketing. For more information, visit pocmarketing.org.
M3 MI
Marketing Intelligence and Media Insight
M3 MI is a leading provider of syndicated research for the healthcare industry
Our solutions empower informed decisions by marketers across the health ecosystem and better outcomes for their brands.
Highest quality researchClients trust M3 MI for accurate, unbiased and actionable data: healthcare consumer and professional audience insights, media measurement, and advertising intelligence, as well as 100% opt-in, privacy safe consumer health audiences for activation.
Client successWe’ve built long-term relationships with, and contributed to the success of, hundreds of brands, ad agencies, media companies, researchers and consultancies, as their source for a deeper understanding of their customers and how to most effectively connect and communicate with them.
A trusted partnerOur new identity, as part of M3, is built on a decades long legacy of helping clients as Kantar Media Healthcare Research, PERQ/HCI and MARS Consumer Health — now leveraging M3’s resources as a global research and data company focused 100% on health and driven by technology.
References
POCMA. (2024). Healthcare industry spending details. [Internal data] sourced POCMA member reporting
2019-2023 HCP advertising spend for the categories of Prescription Medicines and Pharmaceutical Houses sourced from M3 MI. Includes run-of-site digital display and print advertising
2019-2023 DTC advertising spend for the categories of Prescription Medicines and Pharmaceutical Houses sourced from Vivvix(MediaRadar) (except where noted). Includes TV, Radio, Outdoor, Online Video, Newspaper, Mobile Web Video, Mobile Web, Mobile App (2021-2023), Magazine, Internet Search, Int Display, Hispanic Newspapers, Cinema (No Cinema data was collected from March 2020-September 2020 due to COVID), B-to-B Magazines, AVOD (June 2020-2023).
Divinagracia, N, Summers, V. State of the Point of Care Marketing Industry 2022