Introducing the First Annual solli x PatientPoint Point of Care Survey

We’re delighted to announce the launch of the inaugural solli x PatientPoint Point of Care Survey — a new annual study capturing how pharma marketers and media leaders perceive and plan for the next era of point-of-care (POC) media.

Built from hundreds of data points and refined through hours of in-depth conversations with senior industry voices, this report reveals a channel that is evolving rapidly — expanding in scope, sharpening in value, and preparing for its next phase of innovation.

Hear two of the participants; Stephanie Loiseau, Senior Director of Marketing, Sun Pharma & Christine Mormile, Vice President, Engagement Strategy, CMI Media Group, as well as Elissa Guerra, Executive Vice President, PatientPoint discuss the report with author Larry Dobrow in this webinar discussion.

WATCH THE WEBINAR HERE:

Key Themes from the 2025 Survey

1. POC Is Established – but Its Investment Still Lags Behind Its Value

The industry overwhelmingly understands and uses POC, with most marketers integrating it into campaigns across the year. Yet even with strong trust in the channel and wide adoption, investment levels remain conservative. Many still default to more familiar performance channels, despite POC’s unique ability to influence patients and HCPs at decision-defining moments.

Leaders highlighted that the channel’s impact often requires time, consistency, and patience — something today’s budget cycles don’t always allow.

2. Trust, Safety and Clinical Relevance Continue to Set POC Apart

Across interviews, one theme was unmistakable: POC remains one of the most trusted environments in healthcare marketing. Its brand safety, compliance strength, and proximity to medical decision-making create a level of credibility that is difficult for other channels to replicate.

In an era defined by misinformation and mixed digital quality, POC stands out as a space where patients and clinicians feel grounded — and where messages are most likely to be received with confidence.

3. The Definition of POC Is Expanding Beyond the Clinical Walls

The channel is no longer confined to exam rooms or waiting areas. Today’s POC ecosystem includes telehealth, patient portals, pharmacy media, in-office screens and tools, and digital patient communications — creating a continuous and connected environment across the care journey.

This expansion is reshaping how brands think about sequencing content, supporting patient conversations, and delivering relevance at multiple points before and after an appointment.

4. Innovation – Not Just Inventory – Will Drive the Next Leap Forward

While the channel has matured, leaders see significant opportunity for innovation: cleaner data integration, privacy-first targeting, richer creative, and more intuitive ways to support patients in unexpected places.

The call for the year ahead is clear: evolve measurement, reduce friction, embrace patient-centric design, and build solutions that balance effectiveness with responsibility. The appetite for experimentation is strong — but the need for clarity, patience, and alignment is even stronger.