Inside the POC Shift: 6 Key Takeaways from POC Now Summit 2025

Each year, the POC NOW Summit convenes a cross-section of the most influential minds in Point of Care (POC) marketing: brand leaders, healthcare agencies, media partners, life sciences professionals, and policy experts.

As healthcare journeys grow more complex, the Summit underscored a powerful truth this year: POC is not a fixed or limited touchpoint. It is a dynamic, responsive ecosystem that remains grounded in clinical care while continuing to evolve as a personalized, measurable, and strategic channel. It is a channel that deserves greater attention in a marketing landscape defined by shifting regulations, rising patient expectations, and increasing pressure to prove value.

Hosted by the Point of Care Marketing Association (POCMA), the 2025 Summit explored how the channel is responding to current pressures and future expectations. Sessions addressed the challenges healthcare marketers face today, including policy uncertainty, rising demand for accountability, and the need to reach patients and providers in more relevant, measurable ways.

What were the key takeaways?

Across conversations, several clear themes emerged that we’ve gathered below. Together, they offer a snapshot of how Point of Care is evolving to support stronger engagement and smarter strategy in a shifting healthcare landscape.

1. POC’s Influence Is Expanding, And So Are Expectations

New data from Ipsos was presented at the Summit, revealing just how deeply POC is embedded in the healthcare...