Point-of-care marketing is evolving into a performance channel as digital and electronic health record (EHR) integration embeds messaging into care delivery. It gives brands direct access to decision moments but demands clear outcomes and strict compliance in an increasingly scrutinized media environment.

Key Question: How should pharma marketers and agencies develop media strategies for point-of-care marketing?

Key Stat: Among consumers who search for health information online, 46.9% notice medical office advertising and 38.8% notice pharmacy ads, ahead of 30.4% who notice social media ads.