About this Webinar
Point-of-care (POC) marketing is evolving far beyond the screen in a doctor’s waiting room. From EHR advertising to telehealth platforms to patient portals, healthcare brands now have unprecedented opportunities to engage patients and healthcare professionals at critical treatment decision moments.
As technology advances and programmatic capabilities expand across healthcare environments, POC is becoming a more measurable, scalable, and strategic channel. These innovations are making it easier for marketers to activate POC as a core component of their omnichannel strategy and to use insights from HCP engagement to inform more effective consumer messaging and media activation.
Yet despite strong trust levels and proven influence, most pharmaceutical marketers allocate only about 5% of their budgets to POC channels.
In this webinar, industry leaders Keith Matt (GVP Sales | PulsePoint), Nancy Phelan (Senior Vice President of marketing & Analytics | Phathom Pharmaceuticals), and Gabe Calemmo (Vice President, Media | Butler/Till) explore how the POC ecosystem is changing, what new capabilities are unlocking for marketers, and how brands can leverage POC insights to better engage both healthcare professionals and patients across the care journey.
Key takeaways include:
- How the expanding POC ecosystem is reshaping healthcare marketing opportunities
- The emerging role of programmatic in scaling and optimizing POC campaigns
- How HCP engagement insights can inform and strengthen DTC strategy
- Best practices for designing empathetic messaging that resonates with both patients and providers
- How to measure long-term impact and ROI from POC campaigns
- A real-world success story from a marketing team leveraging point-of-care effectively