Blog

Your guide to navigating Fierce Pharma Week 2025, one of the industry’s largest gatherings of pharma leaders, marketers, and innovators. Get a curated agenda and practical tips to maximize learning, networking, and impact at the event.

Point of Care (POC) marketing is emerging as a cornerstone of healthcare media plans in 2026. Learn how to plan effective POC campaigns, design creative that resonates with both patients and providers and measure success through KPIs like new-to-brand prescriptions, diagnosis lift, and adherence.

POC revenue among POCMA members topped $1 billion in 2024 — marking a 16% increase from 2023. Learn what’s driving this growth, from the trusted messaging and precision targeting to the improved patient engagement offered by POC. And discover the trends leading pharmaceutical brands to make POC a core part of their media strategies in 2026.

In today’s complex healthcare landscape, reaching patients and providers with the right message at the right time is more critical—and more challenging—than ever. We believe that one of the most powerful touchpoints in that journey is the Point of Care (POC). This post breaks down the key definitions and concepts about POC that you need to know—starting with the foundation of what point of care is, and key insights on the value and impact of reaching patients and healthcare providers at the point of care.

As planning season approaches, more brands are considering Point of Care (POC) as a key channel to reach and convert audiences. Why? Because they’re seeing real results.

Patients and providers don’t always start on the same page. Your DTC and HCP messaging should help close that gap by supporting real conversations and shared decisions. When aligned, these efforts build trust and drive outcomes across the care journey. Brands that show up with timely, well-placed Point of Care content do more than inform; they influence what happens next. Featuring insights from leaders at the 2025 POC NOW Summit, get a practical roadmap to close communication gaps, unify strategies, and deliver measurable results through smarter DTC and HCP integration at the Point of Care.

Most healthcare marketing misses the moment. In this piece, Dr. Amit Phull outlines what physicians actually need from messaging at the Point of Care—and why relevance, not reach, is what earns their trust.

Traditional DTC pharma marketing at risk. Healthcare brands must pivot. Explore why Point of Care marketing is emerging as the most resilient channel in today’s evolving healthcare landscape and what senior marketers should do.

Industry leaders from Pfizer, Novartis, IQVIA and more share insights on creating a framework for effective Point of Care (POC) measurement. In POC marketing measurement isn't just about proving ROI—it's about driving smarter, more effective marketing.

Point of Care is moving far beyond traditional clinical walls, creating unprecedented opportunities for life sciences brands who understand today's complex patient journeys. Ray Rotolo, Co-Founder & Chief Product Officer at Populus Health Technologies, draws on decades of agency leadership and healthcare technology expertise to reveal how changes in patient behavior and digital expansion is reshaping POC marketing. Discover how precision targeting, patient portals, and evolving consumer expectations are creating more impactful brand-patient connections at moments that truly matter.

Caregivers are the hidden healthcare workforce, essential to treatment success but often overlooked. In this interview, Dr. Allison Applebaum discusses the growing role of caregivers, the impact on patient outcomes, and how healthcare brands can integrate caregiver support into Point of Care marketing strategies to drive adherence and engagement.

Your Point of Care (POC) marketing strategy could focus too narrowly on high-prescribing doctors. Expanding targeting to mid- and low-decile prescribers is essential for growth. This article provides data-driven insights and real-world examples to help marketers unlock untapped opportunities and reach underserved patient populations.