Looking at the Future of the POC Channel

The Evolving Perception of Point of Care 

The role and reach of Point of Care marketing are expanding alongside the increasing number of healthcare touchpoints and nonlinear patient journeys. As both patients and healthcare providers seek more integrated health information and education, POC provides brands with a natural platform to connect healthcare audiences with valuable, relevant content.

As brands focus on delivering content with genuine value, resistance to data sharing and advertising within healthcare platforms is diminishing. Patients want timely, relevant information, and physicians look for value-driven, health-literate content that aligns with care plans and supports patient needs. Just as data sharing through wearables and health apps has eased privacy concerns, a similar opportunity is opening for POC. Physicians already rely on digital workflow tools, and informed patients report increased satisfaction with their care experience.

Key Data Insights: POC Engagement as a Driver of Satisfaction and Retention

• 80% of patients report that POC education increases care satisfaction¹⁴
  
  

• 68% of those receiving educational materials say it makes them more likely to return to that same provider¹⁴
  
  

• 71% of physicians currently use EHRs to confirm prescribing information, and an additional 22% would adopt this technology if available⁸

By investing in the expansion and quality of POC offerings, brands can improve both patient and provider experiences. However, success depends on the quality of educational materials. Trustworthy, well-crafted content not only enhances patient engagement but also transforms POC spaces into valuable components of the healthcare journey.

POC has evolved from being a promotional channel, to a critical platform for education, collaboration, and deeper engagement between patients, providers, and brands.

Patients trust their healthcare providers, and by aligning POC messaging with high-quality, educational content, brands can leverage this trust to increase visibility, engagement, and impact.Key Data Insights: The Importance of POC in Omnichannel and NBA Strategies

The expanding definition of point of care now encompasses both traditional clinical settings and emerging digital touchpoints where healthcare decisions occur:

• Health information sites (79%) and condition-specific sites (75%) rank highest among digital sources patients trust for healthcare guidance⁷
  
  

• Wearable devices represent a critical extension of the point of care environment, with 71.5M U.S. adults at risk of cardiovascular disease now using these devices to actively monitor their health²⁴, This creates new opportunities for contextual engagement at decisive moments in the patient journey
  
  

• Healthcare providers are embracing this expanded POC ecosystem, with 21% of Oncologists & Hem/Oncs planning to integrate wearables into their patient care strategies by 2026 - a 31% increase from 2022²⁴

These trends highlight POC's unique ability to create protected spaces for healthcare engagement across physical and digital environments. Whether through wearable devices that extend clinical monitoring into daily life, telehealth platforms that enable private consultations, or in-person visits, POC settings provide the privacy and focus needed for meaningful health discussions. This multi-dimensional approach allows POC to reach specialized audiences that broader campaigns often miss, while maintaining the trust equity that makes point of care marketing distinctly powerful.

Prioritizing POC allows brands to reach patients at high-impact, decision-making moments without sacrificing the personalization and contextual relevance unique to POC environments.

By investing in POC as a central component of marketing strategies and adopting a balanced, patient-centered approach, brands will be better positioned to lead in the evolving healthcare landscape. This strategy ensures that each channel’s strengths are leveraged, contributing to a cohesive, optimized patient experience aligned with the personalized, patient-driven realities of modern healthcare.

Key Takeaways and Conclusions

Point of Care marketing is leading a transformative shift in healthcare, propelled by evolving consumer behaviors, technological advancements, and a heightened focus on personalized care.  Its growth rate between 2019 and 2023¹ showcases a unique ability to deliver hyper-targeted, personalized messaging at pivotal moments in the patient journey.

Today's patients are proactive and digitally engaged, seeking personalized information and expecting seamless integration across multiple channels. POC marketing meets these demands by providing relevant, trusted content where and when it matters most—whether in a doctor's office, pharmacy, or through digital platforms like EHRs and patient portals. By leveraging the high level of trust patients place in healthcare providers, POC marketing bridges the gap between brand messaging and patient needs, enhancing education, engagement, and adherence.

To capture today’s health audiences, healthcare marketers should prioritize the following strategic imperatives:

1. Strategic Integration

• Embed POC Early into Marketing Strategies
  Treat POC as a central component of an interconnected marketing strategy. Overcome organizational silos to ensure cohesive messaging across all touchpoints, creating a seamless patient journey from awareness to action.
  
  

• Embrace Emerging Care Models
  Integrate POC strategies into new settings like retail health clinics, telemedicine, and wearable technologies meeting patients where they increasingly seek care²⁰ ²⁸ and ensuring relevance in the evolving healthcare landscape.

2. Content and Personalization

• Personalization and Relevance
  Invest in creating content tailored to individual patient contexts and needs. Collaborate with healthcare providers to develop medically accurate and easily understandable materials that resonate on a personal level¹².
  
  

• Re-envision Patient Journeys
  Utilize patient data responsibly to create highly personalized messaging that enhances engagement and drives better health outcomes. Recognize that patient journeys are no longer linear and adapt strategies accordingly⁹.

3. Trust and Collaboration

• Build Trust Through HCP Collaboration
  Partner with healthcare providers to develop credible, valuable resources that support both HCPs and patients, addressing the erosion of trust caused by misinformation and politicization.
  
  

• Stay Relevant to Patients
  Lead with patient-centered empathy. Incorporate culturally and identity-sensitive approaches to reach diverse patient populations, promoting inclusivity and addressing disparities in healthcare access and outcomes²⁰.

By implementing these strategies, healthcare marketers can drive meaningful engagement, foster trust, and contribute to better health outcomes—positioning themselves for success in the rapidly changing healthcare marketing landscape.

Summary of Future Forecast

Point of Care marketing is proving itself a pivotal channel that aligns with patient needs, healthcare provider goals, and brand objectives. As healthcare touchpoints multiply and patient journeys become more nonlinear, POC offers a versatile platform for delivering timely, relevant content across diverse care settings—from traditional offices and pharmacies to digital environments and retail clinics.

To deepen POC’s impact within these evolving patient journeys and care models, the operational and strategic underpinnings of personalization must be well understood. High-quality, value-driven POC content enhances patient satisfaction and engagement, making it indispensable for brands aiming to connect meaningfully with both patients and healthcare providers. Data reveals that effective POC education not only boosts patient satisfaction but also fosters trust and loyalty toward healthcare providers.

Integrating POC strategically across all healthcare settings—from in-office consultations to telemedicine—optimizes marketing performance and improves patient outcomes. Through insights-driven, patient-centered messaging and strong collaborations with healthcare providers, brands can leverage POC to support informed, individualized care journeys, establishing POC as a foundational component of modern healthcare marketing.