Informed Conversations Where Healthcare Happens
The healthcare landscape is changing rapidly—patients now navigate a vast landscape of health information before arriving at the doctor’s office. And there’s a growing concern among patients about the reliability (or lack thereof) of this health information.
According to the 2025 WebMD Harris Trust Study, distrust in online health information among patients has risen 53% since 2020, and 64% of patients are highly concerned about misrepresented or misleading health research online.¹
With the fragmentation of digital information and the rise of misinformation online, conversations that happen at the point of care (the moment a patient receives care via an interaction with a healthcare professional in a healthcare setting) are becoming even more crucial to ensuring patients receive the credible information they need to make informed decisions about their health.
This is where messaging at the Point of Care (POC) comes in—POC media delivers educational messaging moments before a patient meets with their healthcare provider, transforming patient uncertainty into understanding. POC messaging also educates healthcare providers (HCPs), providing them with resources to assist in their care journey. These communications strengthen conversations between healthcare providers (HCPs) and patients, enabling shared decision-making that leads to better education, early detection and improved adherence.
Why Point of Care Media Matters
With the average primary care visit lasting just 15–20 minutes⁷, physicians rely on tools that reinforce communication beyond conversation. POC media acts as an educational partner—enhancing clarity, recall and confidence after the visit.
96% of healthcare providers distribute POC materials because they find them valuable to patient care, and 90% of patients consider POC media a trusted source of health information, ranking just behind their physician’s direct advice.²
Patients who learn to rely on accurate information within the healthcare setting are likely to question unreliable sources elsewhere, reducing the impact of misinformation. This makes Point of Care media not only a communication channel, but also a frontline defense against disinformation.
The alignment of accuracy, provider trust and patient confidence at the Point of Care underscores why messaging at the POC plays a pivotal role in educating patients and healthcare professionals with valuable information.
Empowering Patients and Providers Through Shared Decision-Making
Health literacy remains one of healthcare’s biggest challenges: 90% of adults struggle with basic health information.³
Point of Care media addresses this health literacy challenge by simplifying medical language and ensuring education happens during the most receptive moment—the patient consultation. For example, visual aids alone can increase patient comprehension by 40%.⁴
And by framing education through evidence-based content, POC materials help replace anxiety with agency. Patients become collaborators in their care, not passive recipients, leading to better dialogue, trust and more involvement in the decision-making process.
By reinforcing the physician’s voice and offering credible information, Point of Care media builds the trust necessary for behavioral change and lasting adherence.
Education at POC Leads to Early Detection and Treatment Adherence
In addition to improving health literacy, POC messaging can assist in early detection of complex conditions. When a patient sees a message in the waiting room that encourages screening, or reads a guide that helps them spot early warning signs, for example, that single touchpoint can lead to lifesaving action.⁵ POC campaigns can lead to better education and early detection among patients.
POC messaging also encourages follow-through once a treatment has been prescribed. According to the 2025 Ipsos Pulse of Point of Care Marketing study, 56% of patients exposed to POC materials adhere more consistently to treatment plans,⁵ and 27% of lower-income patients are more likely to refill prescriptions after exposure.²
Improving Treatment Adherence and Access to Financial Support
Adherence and affordability often determine whether treatment succeeds. Point of Care media addresses both by embedding cost transparency and financial assistance details directly into educational materials.²
Research from M3 MI shows that 80% of physicians distribute POC resources featuring discount or savings information, and 82% of those share third-party cost-saving data with patients.² For those managing chronic diseases or financial strain, these tools can mean the difference between staying on therapy or dropping off care.
Upfront, clear information about treatment costs leads to patients being more likely to fill prescriptions, staying engaged in their care plans and trusting that their provider is acting in their best interest. This transparency also strengthens both adherence and equity.
Demonstrating Proven Results
The measurable impact of Point of Care media speaks for itself, with 64% of healthcare providers reporting POC solutions improve patient adherence to follow-up schedules and tests.⁵
Behind each data point are real patient stories—moments of clarity and empowerment that ripple across care experiences.
From early screenings to medication adherence, Point of Care media helps translate information into meaningful action.
Strengthening Public Health and Health Equity
Beyond individual visits, Point of Care media also supports large-scale public-health education. Public health organizations like HHS, CMS and the CDC, as well as patient advocacy groups, leverage POC networks to share messages about disease education, treatment options and patient support resources.⁶
These initiatives ensure that all patients—regardless of background—have access to accurate, actionable information within trusted care settings.
The Takeaway: Better Education. Shared Decision-Making.
When trusted, regulated education is delivered at the Point of Care, everyone benefits. Patients gain clarity and confidence in their care. And providers strengthen communication and adherence.
With 96% physician adoption and 90% patient trust, Point of Care media isn’t just a communication tool—it’s an evidence-based solution that connects education, engagement and empowerment at the heart of healthcare.²
If you’re ready to go deeper and learn more about POC, the Point of Care Academy offers a growing library of self-paced courses designed to educate healthcare marketers, agencies and industry stakeholders on the full scope of Point of Care media.
