Blog

As bipartisan scrutiny and state-level legislation put traditional DTC pharma marketing at risk, healthcare brands must pivot toward strategies that offer both credibility and compliance. Explores why Point of Care (POC) marketing is emerging as the most resilient, trust-centered channel in today’s evolving healthcare landscape and what senior marketers should do now to protect visibility, engagement, and long-term value.

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.

Explore how EHR marketing integration amplifies omnichannel healthcare strategies, focusing on patient outcomes, HCP engagement, and AI-driven personalization to drive future growth and innovation.

Insights from POCMA executive leaders reveal how innovation, collaboration, and standardization are shaping the future of Point of Care (POC) marketing. As the channel evolves to meet the demands of 2025, these thought leaders explore strategies for driving measurable outcomes, rebuilding trust, and fostering meaningful engagement among patients, providers, and brands. Discover how POC is positioned to deliver value and transform healthcare marketing.

Moving beyond traditional advertising, EHR marketing prioritizes education, trust, and workflow integration, delivering content that supports clinical decisions and improves patient outcomes. In our second EHR deep dive, industry leaders share insights on creating value-driven, compliant strategies that align with healthcare needs while maximizing impact across the care journey.

EHR-based marketing is transforming healthcare by enabling brands to engage healthcare providers (HCPs) at critical decision points in patient care. This article explores expert insights, strategic opportunities, and practical examples for leveraging EHRs as high-trust platforms. Learn how to navigate this unique channel to deliver impactful, workflow-aligned messaging that supports HCPs and enhances care delivery.

Point of Care (POC) marketing is one of the most powerful ways to reach and educate patients and providers, delivering highly contextualized information at defining moments during the delivery of care, when treatment decisions are being made.

Nurse-centered EHR messaging can ease workflow burdens and elevate patient care. Explore how healthtech empowers nurses, improves outcomes, and optimizes care journeys. As the most trusted professionals, nurses spend more time with patients than any other HCP, with upwards of 22% of their time spent navigating EHRs. This presents a key opportunity to deliver targeted POC messaging and resources, transforming how nurses influence patient outcomes and your healthcare marketing impact.

Gen Z healthcare marketing is reshaping the future of the industry. With Gen Z’s spending power projected to reach $12T by 2030, healthcare brands must adapt to meet their needs. Discover how personalized strategies that focus on digital and in-person engagement will improve healthcare for everyone.