Point of Care Marketing Summit 2025: Optimizing POC Strategy

Point of Care Measurement: Understanding the Path Forward

POC measurement lacks standardization, making it harder to compare performance to other channels and downplaying its value.
Data standardization across vendors and platforms will streamline measurement and help define POC’s real value.
Significant inventory changes mid-campaign can distort results, especially in Marketing Mix Modeling.
The future of POC measurement will require standardized definitions, better input quality, and shared measurement goals.

40:12

Joanne Biscardi

SVP, Business Development & Sales Operations, ConnectiveRx

Sarah Bast

EVP Investment Marketplace, Publicis Health Media

Joshua Bazile

Director, Crossix Strategy, Veeva Crossix

Kit Burkus

Sr. Principal Omnichannel Marketing Product Lead, IQVIA

Joy Joseph

EVP Analytics, MedFuse

Meghan Sarli

Principal, Insights & Enablement, PatientPoint

Optimizing Point of Care: Integrating Patient & Provider Communications for Better Health Outcomes

Unified messaging between HCP and DTC audiences is essential for positive patient outcomes.
Qualitative research and open dialogue between patients and providers maintain the human element that makes marketing more effective.
Strategic media planning requires early collaboration among creative, analytics, and brand teams to break down silos and ensure a holistic approach.

41:58

Tim Noone

SVP, Engagement Strategy, CMI Media Group

Rochelle G Prosser, BSN, RN, CLNC

Founder, Orchid Healthcare Solutions

Melissa Martin

VP, Media & Strategy, Synergistic

Christian Bauman

Chief Creative Officer, Imre

The Pulse of Point of Care Marketing: Insights from Patients and Providers

POC solutions boost patient confidence, engagement, and proactive health decisions during consultations.
71% of HCPs surveyed use POC materials. 82% of the surveyed patients claimed to notice them during visits.
HCPs value time-saving POC materials and recommend concise, customizable formats for better usability.

26:06

Varsha Eluri

Partner, Ipsos Healthcare Advisory

Katie Phillipps

Engagement Manager, Ipsos Healthcare Advisory

DTC Restrictions and Beyond: Preparing for the Next Wave of Healthcare Policy

Transparency, patient privacy, and compliance with state laws are essential for building trust in healthcare marketing.
Legal precedents exist to challenge potential pharmaceutical advertising bans, ensuring protection of commercial speech and industry stability.
Advanced analytics and tailored messaging help healthcare brands navigate regulatory scrutiny while addressing patient needs effectively.

41:32

Jim Potter

Executive Director, Coalition for Healthcare Communications

Tish Pahl

Principal, OFW Law

Kim Maney

Assistant General Counsel, GSK

Foundation of Success: POC's Pivotal Role in Healthcare Marketing

Consistent partner evaluation frameworks help avoid scattershot testing and improve campaign learning over time.
When repurposing creative, tailor messaging to the setting and moment.
Breaking silos early leads to smarter, more cohesive strategy and stronger results.

37:15

Benjamin Assor

EVP, Head of Media, SOLVE(D), an IPG Health Company

Liz Dexter

Vice President, Point of Care, Publicis Health Media

Katherine Freeley

Head of Media Center of Excellence, Boehringer Ingelheim

Alexander Goldman

Senior Director Media Planning, Bayer

Yuri Hsu

Director, Patient Marketing, Bristol Myers Squibb

The Patient & HCP Journey: Leveraging POC to Drive Omnichannel Impact

POC will continue to blend digital, retail, and AI, reshaping patient journeys and expanding pharmacist roles in care delivery.
Data from retail partners can fuel smarter targeting, determining when and where to reach health-focused audiences.
Programmatic media will further impact POC as it enables real-time targeting of both healthcare providers and patients.

36:10

Larry Dobrow

Founding Partner, D4 Content Group

Jen Chee

Paid Media Strategist, Novo Nordisk

Rachel Costello

Media Director, GSK

Jacob Harrison

VP, Point of Purchase, CMI Media Group

Keith Matt

VP Sales, PulsePpoit

Care for the Family Caregiver: Lessons Learned from a Family Caregiver and Caregiving Scientist

Family caregivers are widely overlooked care team members, fulfilling essential medical, emotional, and logistical work with little training or support.
Caregivers need clear, digestible POC content specifically designed for physically and psychologically overtaxed loved ones.
Simple support, like screening and referrals, can dramatically improve caregiver well-being and related outcomes, even without increased therapy use.

42:41

Allison J. Applebaum, Ph.D., FAPOS

Professor | Director, Steven S. Elbaum Family Center for Caregiving Brookdale Department of Geriatrics and Palliative Medicine Icahn School of Medicine at Mount Sinai, Memorial Sloan Kettering Cancer Center