The role point-of-care (POC) marketing in healthcare

According to the CDC National Center for Health Statistics, 1,036,484 physician visits were observed in 2019. Of these visits, 521,466 visits were to a primary healthcare facility. Additionally, a 2022 Health IT report, Individuals’ Access and Use of Patient Portals and Smartphone Health Apps, 2022, found that around 60% of Americans were offered and accessed their online medical record or patient portal, marking a significant 50% increase compared to prior years. The telehealth space is also growing, with “nearly 85% of physician respondents indicated they are currently using telehealth to care for patients, and nearly 70% report their organization is motivated to continue using telehealth in their practice,” writes the American Medical Association (AMA).

These statistics indicate the opportunity that implementing point-of-care (POC) marketing enables healthcare brands to reach patients and providers during these high-value interactions, right at the moment when health decisions are being made.

POC marketing involves strategically placing educational and promotional content in clinical settings, whether it’s a digital screen in a waiting room or a patient handout in an exam room. This approach connects brands with their audience when attention is focused on health. 

When done right, it supports informed decision-making, enhances patient engagement, and improves treatment outcomes, all while complying with healthcare regulations. 

Understanding point-of-care (POC) marketing

Point-of-care marketing refers to the strategic placement of branded or unbranded health information in clinical settings, where medical decisions are made. These touchpoints can include:

• Doctor’s offices
• Hospitals
• Pharmacies
• Clinics
• Urgent care centers
• Telehealth platforms
• EHR systems

The goal is to deliver targeted, timely content to patients or providers at or near the moment of diagnosis or treatment. This can include placing a screen in the waiting room, demonstrating diabetes treatment options, or using a tablet-based tool during a patient consultation. POC marketing connects health information to action.

Learn more: What is point of care (PoC) marketing?

Why POC marketing matters in healthcare

According to the Point of Care Marketing Association, “Point of Care (POC) marketing has become a vital tool in healthcare communication, addressing the challenges of audience focus, contextual relevance, and ROI in modern marketing strategies. For professionals already using this channel, the message is clear: expand and optimize your POC strategies to stay competitive.”

This shows the growing recognition of POC marketing as more than just a niche tactic but as a strategic necessity in healthcare marketing. With patients and providers overwhelmed by information from multiple sources, POC marketing offers a way to cut through the noise by delivering relevant, actionable content at the exact moment of care. Whether it’s an educational display in a waiting room or a clinical message embedded in an EHR platform, POC marketing connects healthcare brands to real people making real decisions.

By engaging patients when their health is top of mind and providing clinicians with timely resources, POC marketing bridges the gap between awareness and informed action. It empowers better conversations, enhances health literacy, and supports evidence-based treatment choices. For marketers, it delivers measurable ROI by aligning content with patient needs and clinical moments. In short, POC marketing matters because it creates shared value: supporting better outcomes for patients while driving smarter engagement for brands.

POC marketing in the future

“As healthcare modernizes, so must our marketing approach. By leading with empathy, prioritizing patient needs, and embracing creativity, POC marketing becomes more than a promotional tool; it becomes a vital part of the healthcare journey, supporting better understanding, engagement, and ultimately, better health outcomes,” writes the Point of Marketing Association. 

When implemented right, POC marketing can enhance patient outcomes, empower providers, and achieve business objectives.

Moving forward, success in POC marketing will require:

• Embedding POC strategies at the earliest stages of campaign planning
• Using data and insights to create more personalized and precisely targeted content
• Ensuring alignment with broader value-based care models and healthcare goals
• Staying agile and responsive to emerging technologies and evolving definitions of the care experience
• Tailoring content to meet individuals where they are in their journey, both emotionally and clinically

Benefits of POC marketing

According to the Point of Care Marketing Association, the benefits of POC marketing include:

Precision in patient engagement

POC marketing excels at targeting patients at pivotal moments in their healthcare journeys: precisely when decisions are being made. Advances in POC technologies enable:

• Location‑specific targeting, responding to community needs
• Condition‑focused messaging, tailored to patient diagnosis
• Personalized delivery, based on patient demographics or specialty areas 

This ensures messages are both timely and relevant, greatly increasing impact.

Building trust in a noisy environment

Patients inherently trust information delivered in clinical settings. According to a 2022 Phreesia survey:

• 20 % of patients considered POC messaging more reliable than other channels
• POC outperformed non-POC print (14 %), social media (10 %), internet (9 %), and TV (8 %) in perceived trustworthiness. 

That trust fosters openness, bolsters adherence, and elevates brand credibility.

Improving medication adherence

With 40 % of chronic patients discontinuing therapy within the first year, adherence is a significant barrier. By delivering targeted support at the point of care, such as QR codes on pharmacy displays that link to medication guides and patient support programs, POC marketing can help transform confusion into comprehension and commitment. 

Enabling seamless patient support

Flexible and integrated POC strategies can accompany patients as they navigate care across specialists, pharmacies, virtual platforms, and clinics, ensuring consistent messaging, reinforced education, and emotional support throughout complex journeys like IVF.

Best practices for implementing POC marketing

• Integrate early and broadly: POC should be embedded at the start of campaign planning, not as an afterthought. This creates a cohesive, omnichannel experience that resonates with patients and providers across every interaction point.
• Tailor content precisely: Develop materials with specificity in mind: use data-driven insights to deploy condition- or location-specific messaging that is relevant and meaningful to each patient cohort. 
• Collaborate with POC experts: Work closely with point‑of‑care network partners. They offer:
  • Creative placement opportunities based on real-world clinical flows
  • Refined audience segmentation
  • Regulatory best practices
  • Advanced targeting and measurement technologies 
• Lead with empathy: Design content that feels supportive, not promotional. Speak to patients’ emotions and needs; prioritize clarity, compassion, and cultural sensitivity to nurture trust and build meaningful connections.
• Refresh and adapt: Continuously refresh messaging to stay relevant and aligned with clinical standards, emerging patient needs, and new therapeutic options. An agile POC approach enables timely campaign updates.

Implementation strategies for POC success

To implement a successful POC marketing strategy, the Point of Care Marketing Association suggests:

Establish clear KPIs

• Define metrics such as impressions, engagement rates, adherence impact, and prescribing behavior.
• Use POC network analytics to monitor performance and optimize over time 

Leverage technology thoughtfully

• Incorporate tools like QR codes, interactive displays, or EHR integration to drive real-time engagement.
• Balance tech with accessibility to serve diverse patient preferences and literacy levels. 

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Use strategic placement

• Deploy materials at key clinical touchpoints: waiting rooms, exam rooms, check-in kiosks, pharmacies, and telehealth portals.
• Ensure alignment of messages across all settings to reinforce recall and trust. 

Measure and iterate

• Continuously capture data on reach, engagement, and outcomes.
• Analyze to identify what's working and what's not, and recalibrate messages and placements accordingly.

FAQS

How is POC marketing different from traditional healthcare advertising?

Unlike traditional ads that rely on mass media, POC marketing is context-driven and targeted. It delivers content in clinical environments where it can directly support health-related conversations and decisions.

Is POC marketing compliant with HIPAA and other regulations?

Yes, when executed correctly. POC campaigns must adhere to HIPAA and FDA guidelines, ensuring patient privacy, truthful messaging, and medical accuracy. Content should be reviewed by compliance teams or regulatory bodies when necessary.

How do healthcare providers benefit from POC marketing?

POC materials can help providers:

• Communicate more clearly with patients
• Educate patients on conditions or treatments
• Share resources that improve understanding and adherence
• Access decision support tools within EHR systems