Elevating POC Strategies for the Era of Personalized Care

As healthcare marketing embraces personalization, POC presents a powerful opportunity to engage both healthcare providers and patients. Providers expect more tailored educational content, and patients demand timely, relevant information along their health journeys. As digitalization accelerates and patient workflows evolve, there’s a growing opportunity to deliver contextually relevant, unifying messaging to both patients and providers at critical points of care. Personalized POC content enhances HCP support and patient engagement. M3 MI's Professional Health Studies reveal significant shifts in how providers value and utilize personalized content within their workflows - with 85% finding condition-specific materials useful for patient education and reference⁸. This engagement pattern suggests opportunities for improving health outcomes through targeted POC strategies.

New Ways to Engage: Providers are Increasingly Digitally Dependent

Physicians generally dislike being targeted by content or ads on general or consumer sites, with 17% finding this beneficial according to M3 MI’s Digital Insights study. However the response shifts when ads appear on professional websites and apps, where 51% of physicians view targeted ads as helpful in work-related contexts⁸. Rather than relying solely on external media to engage HCPs, brands can enhance relevance by embedding POC content directly into provider workflows and technologies, delivering personalized resources that align with physician needs and preferences. 

As physicians increasingly rely on digital tools, the importance of high-quality, seamless digital content grows. For example, 75% of physicians use digital apps daily; among physicians who have EHR apps installed,  87% identify access to EHR as most important in supporting their practice⁸.     

Key Data Insights: Physician Adoption of Digital Platforms

• 84% of physicians' time spent reading medical content in a typical week is through digital media⁸
  
  

• 75% of physicians use digital apps daily; among physicians who have each of the following apps installed, they rank access for the EHR most important in helping with practice (87%), followed by diagnostic reference (84%), and drug reference (82%)⁸ 
  
  

• 51% of HCPs feel they can learn about new products or procedures virtually or in-person equally well, up 25% from 2022⁸
  
  

• 93% of physicians use EHRs, portals, and websites as a top information resource, second only to CME, Colleagues, Conferences, and Meetings (94%)⁸
  
  

• Through EHR systems or Telemedicine platforms, 55% of physicians with that option have forwarded pertinent education materials directly to patients; another 35% would if available⁸

This M3 MI Professional Health data illustrates the increasing reliance on digital tools by physicians within their workflows, making POC integration an essential component for reaching healthcare providers effectively.

The Evolution of EHRs: From Documentation to Dynamic Systems

Once seen primarily as documentation tools, EHRs have evolved into dynamic systems enabling more personalized and timely messaging by leveraging patient data. Today, EHRs play a vital role in information-sharing across healthcare ecosystems, connecting physicians, care teams, pharmacies, and healthcare brands to both each other and their patients. These technologies facilitate a reciprocal relationship, aligning patient data, HCP diagnostic needs, and targeted patient-support information.

For instance, 27% of physicians use EHR systems to distribute patient education and disease maintenance information.⁸ In-workflow messaging keeps physicians and other HCPs, such as pharmacists, informed about new products, medical education, and support services. The impact is notable: 64% of HCPs have used EHR systems to search for alternative medications, while 29% of physicians who saw advertising in their EHR find  the ads useful⁸. 

EHRs also present an opportunity to drive patient adherence through automated tools. If available, 43% of physicians would request auto-reminders in the EHR for patient prescription journeys, with 34% already utilizing such features⁸. These functions can foster stronger collaboration between brands and physicians to improve adherence, particularly for patients adjusting to new medications or managing conditions like memory loss or stress.

The Digital Disconnect: Balancing Patient and HCP Preferences

Despite growing patient demand for digital health resources, a gap exists in how physicians share these resources with their patients. While physicians increasingly rely on digital tools within their own workflows, they are not referring patients to these resources at a comparable rate. This disconnect suggests that, while digital resources are available and in demand, physicians often perceive them as either misaligned with their practices or burdensome to integrate into patient care.

Challenges of Physician Referrals

Despite growing patient demand for digital health resources, several factors may contribute to the low referral rates among physicians:

• Integration Complexity: Administrative burden continues to shape digital adoption patterns. A 2024 MGMA report reveals that 68% of physicians cite administrative tasks, including digital health tool integration, as a significant contributor to workflow challenges. This aligns with M3 MI's Digital Insights finding that while 75% of physicians distribute printed materials, only 25% regularly utilize patient portals - suggesting opportunities for more seamless digital integration strategies that respect provider workflows⁶.
  
  

• Perceived Lack of Value: 34% of physicians find patient education materials too complicated for patients to easily understand⁸,which suggests that existing resources lack the depth, ease-of-understanding, or relevance necessary for effective patient support. which may discourage physicians from recommending these resources.
  
  

• Resource Integration & Workflow Alignment: M3 MI's Digital Insights study reveals a critical gap between resource availability and clinical implementation. When educational tools - whether digital platforms, patient portals, or printed materials - aren't seamlessly integrated into provider workflows, adoption faces significant barriers⁸. As Dr. Eagle explained at the 2024 POC NOW Summit, "doctors, nurses, health care providers and patients all live together in a broken health care system... so much of the authority for what happens to patients is now outside of my office." This fragmentation creates workflow challenges where providers spend significant time "chasing those issues down after we've seen the patients" when they discover barriers to ordering tests or medications²⁷.

Addressing these challenges would help bridge the gap between what patients seek and what physicians feel comfortable recommending. The following M3 MI Professional Health data illustrates the current landscape of physician-distributed patient education and highlights the areas where alignment could foster stronger engagement.

Key Data Insights: Physician Distributed Patient Education

• 78% of physicians distribute printed education materials to patients⁸
  
  

• 25% of physicians post materials to patient portals and 15% of physicians email materials directly to patients⁸
  
  

• 44% of physicians refer patients to websites for education, and 12% refer patients to download an app⁸
  
  

• 70% of physicians say they would offer more support materials and tools to patients if they were more customized to patients⁸

Physicians play a vital role as content gatekeepers, both curating practice content and guiding patients toward relevant, trustworthy information. Yet, the data reveals a gap between patient-oriented digital resources and physicians’ referral rates to these options. Bridging this disconnect will require greater support and alignment from pharmaceutical companies and healthcare organizations to meet both patient needs and physician preferences effectively.

Patient Demand is Disconnected from Resources

MARS Consumer Health data shows that patients seek highly relevant, trustworthy information, and healthcare providers play a key role in endorsing these resources. For example, 75% of patients value health information from websites dedicated to their health conditions⁷. Similarly, a majority of people value in-person health information from their doctor’s office or hospital⁷, making these POC settings important touchpoints in the patient journey. 

If physicians perceive patient resources as misaligned with their treatment plans or irrelevant to their patients’ needs, they may overlook or dismiss them. Without their endorsement, patient sources may also be less trusted by patients if they access the materials in other ways. To ensure patient education materials are both accessible and credible, aligning them with physicians’ standards is essential. Physicians are uniquely positioned to understand patient health literacy and care needs, so integrating their insights can enhance the effectiveness and credibility of educational content.

Key Data Insights: Patients Seek and Value Health Information 

All media types are valued across doctor offices and hospitals: 

• 84% value digital education materials provided by a doctor or hospital (e.g., video links, digital brochures, etc.) including 74% who value digital screens or tablets and 70% health related television programs in doctor’s office/hospital⁷
  
  

• 78% valued brochures, posters other health education materials and 81% health-related publications⁷

These figures from MARS Consumer Health underscore the importance of providing patients with relevant and trustworthy health information at key moments in their healthcare journeys. Strong patient preference for both digital and print resources in clinical settings highlights an opportunity for healthcare brands to deliver trusted, physician-endorsed content. By aligning educational materials with patients’ care journeys and clinical needs, POC can help bridge the gap between patient demand for information and the resources available, fostering a more informed and engaged patient population.

Print distribution of patient materials is valued. While digital tools are on the rise, many physicians continue to rely on print media for patient education—a strategic choice that reflects the strengths of print in clinical settings. As illustrated in M3 MI’s studies, both physicians and patients appreciate print materials, as shown earlier in this section. Currently, the majority of physicians continue to deliver printed patient education and disease maintenance information with 73% finding print useful in the exam room⁸.

Physicians’ preference for print has several advantages:

• Focused, Distraction-Free Environment: Print offers patients an easy way to absorb information.
  
  

• Tangible Resources: Print materials are easily shareable with family members or caregivers, extending the conversation beyond the exam room.
  
  

• Personalization: Advances in AI now allow print materials to be highly targeted and relevant, enhancing their impact in a digital age. 

Physicians consistently value printed materials across healthcare settings. Despite the rise in digital platforms and resources, 97% of materials are still provided directly in-office².

This preference extends to patients, who report higher engagement with condition- or treatment-specific materials when encountering POC advertising in the office—24% versus 16% among those who did not notice POC ads⁷. These figures affirm print can reinforce patient engagement and support their healthcare experiences.

Balancing Print and Digital in POC Strategies

To bridge the gap between print and digital tools effectively, POC marketers can develop strategies that harness the unique strengths of both formats. A balanced approach not only accommodates different learning styles but also fosters a more inclusive and accessible patient education ecosystem. Here’s how brands can integrate the two:

• QR Codes on Print Materials: Adding QR codes or short URLs  in print materials can provide a seamless transition from offline to online resources, directing patients to personalized digital content that complements in-office education.
  
  

• Printable Digital Summaries: Digital platforms can offer summaries, or action plans that patients can print at home or bring to their next appointment, reinforcing key messages and supporting ongoing provider-patient discussions.

By offering diverse educational materials tailored to various learning preferences, healthcare marketers can build a more effective and patient-centric strategy. For example, an EHR prompt for physicians to print a condition guide alongside a prescription, paired with a QR code for accessing additional personalized digital resources, blends both mediums to maximize patient support.

The Role of POC in Bridging the Gap

Point of Care marketing serves as a vital bridge in today's healthcare ecosystem, where a significant gap exists between digital tool availability and practical adoption. This 'digital shortfall' - evidenced by M3 MI's finding that while 75% of physicians distribute printed materials, only 25% regularly utilize patient portals⁸ - reflects not a resistance to technology, but rather the complex realities of clinical practice.

The MGMA's 2024 analysis reveals that 68% of physicians cite administrative tasks, including digital tool integration, as a significant workflow challenge[6]. Yet the same physicians show strong receptivity to well-integrated solutions: 63% report using or being open to AI-powered assistance within their EHR systems, marking a 31% increase from 2022⁸.

This apparent paradox - high potential interest alongside low current adoption - suggests opportunities for more thoughtful digital integration strategies. When digital tools align with clinical workflows and deliver clear value, adoption follows. 

Key Data Insights: Physician Engagement with Digital Healthcare Communications

• 46% of physicians report seeing ads on EMR/EHR platforms⁸
  
  

• Of them, 29% of physicians found the ads useful⁸ 
  
  

• 51% of HCPs report that targeted by ads on professional websites and apps beneficial compared to 17% on general consumer sites⁸

Healthcare providers demonstrate sophisticated channel preferences that directly impact engagement. The stark contrast between professional platform receptivity (51%) and general consumer site engagement (17%) reveals a crucial insight: HCPs increasingly welcome digital communications, but their receptivity is fundamentally shaped by both context and relevance. This pattern suggests opportunities for more nuanced approaches that align messaging strategy with clinical workflows and professional environments.  

Bridging the Gap: Strategies to Address Architecting Value-Driven Digital Integration

Embedding personalized, POC-aligned digital tools into physician workflows and fostering collaboration between brands and healthcare providers can address these challenges and create more seamless, effective patient care pathways. Here are key strategies:

• Collaborative Content Creation: Involve healthcare providers in developing digital resources to ensure they are relevant, credible, and align with physicians' workflows.
  
  

• Workflow Integration: Design digital tools that fit naturally into healthcare workflows. For example, simplifying the referral process or automating certain aspects can reduce the burden on HCPs and their staff. 
  
  

• User-Centric Design: Continuously test and refine digital content based on feedback from both healthcare providers and patients, ensuring resources are accessible, easy to use, and valuable for all.
  
  

• Provider Education: Launch awareness campaigns to inform healthcare professionals about available digital resources, emphasizing how these tools can support patient care effectively.

Physicians are not resistant to digital tools but are gatekeepers deeply invested in patient outcomes. They seek educational materials that are practical, easily discoverable, and tailored to the patient's needs. To make digital resources truly effective, marketers need to understand the needs of HCPs in developing these materials and seamlessly integrate them into provider-patient interactions.

Summary on POC Meeting the Market

As healthcare marketing pivots toward personalization, POC strategies stand out as a uniquely impactful channel, aligning with the shift toward more targeted, context-driven engagement. POC strategies enable brands to deliver relevant content at critical points in the patient journey, meeting both the needs of healthcare providers and patient expectations for credible, personalized information.

This section highlights the importance of balancing digital and print resources in POC to cater to diverse learning preferences while also addressing workflow barriers that limit effective resource distribution across the point of care environment. By embedding collaborative content creation, workflow integration, and user-centric design into POC strategies, healthcare brands can not only bridge existing gaps but also elevate POC as a powerful channel that resonates with today’s marketing shifts toward personalization and seamless, multichannel experiences. Aligning educational materials within physician workflows helps ensure that POC marketing not only drives engagement and adherence but also may set a new standard for meeting modern consumer demands in healthcare.