POC’s Moment: Breaking Down the Latest POCMA & M3 MI Report

The latest joint report from the Point of Care Marketing Association (POCMA) and M3 MI offers a comprehensive view of one of the fastest-growing segments in healthcare marketing: Point of Care (POC). Far from a niche tactic, POC has now established itself as a core component of strategic media planning, offering measurable impact at key decision points in the healthcare journey.

As the healthcare media landscape becomes increasingly complex and fragmented, POC has emerged as a high-growth, high-impact channel uniquely positioned to deliver relevance, personalization, and trust at scale.

A Channel Experiencing Sustained Growth

According to the report, POC marketing spend increased in the US by 171% between 2019 and 2023, reaching $803 million as reported by 17 POCMA member companies. Actual industry investment is estimated to exceed $1 billion, indicating broader adoption beyond the reported data set.

This growth has occurred alongside a shift in investment priorities within the pharmaceutical sector. While healthcare provider (HCP) display and print ad spending has declined by 22%, direct-to-consumer (DTC) advertising has increased by 26%. The reallocation of spend reflects a broader trend toward engagement models that prioritize contextual relevance and timely interaction – two areas where POC consistently delivers.

Strategic Context: Why POC Delivers Impact

POC media succeeds largely because of its ability to deliver messaging within physical and virtual healthcare...