Point of Care Media Crosses $1 Billion Milestone
Point of Care crosses $1B in revenue, cementing its role as a cornerstone of pharma media strategy
The Point of Care Marketing Association (POCMA) has confirmed that member revenue surpassed $1 billion in 2024, a 16% jump from $870 million in 2023—and the first time the channel has crossed this historic threshold. Since POCMA members represent only a portion of the total market, actual point of care (POC) revenue is even higher.
The numbers underscore what many in the industry already know: POC is no longer a niche channel – it’s a cornerstone of modern pharma media strategy.
Why It Matters
- Trust and effectiveness → Ipsos data shows 74% of patients exposed to POC ranked in-office materials among their top two most effective sources of health information. That’s compared to 56% for health websites, 31% for TV, and only 15% for social media.
- Brand safety advantage → Unlike open platforms, POC operates in closed, controlled environments where pharmaceutical ads sit alongside trusted educational content—preserving brand integrity and patient trust.
- Proven ROI → In a Veeva Crossix case study, patients exposed to both digital and POC ads were 200x more likely to convert. Despite only 14% of the investment, POC drove 35% of new patient starts.
Voices from the Industry
“Point of Care delivers the 2 critical components for pharma marketing success, a doctor and a patient — at the moment diagnosis and treatment decisions are made. No other channel offers this level of access or proximity to the point of script. After 30 years advocating for the intrinsic value of reaching the right audience at the right moment, it’s rewarding to see Point of Care being recognized as a foundational channel to any marketing plan.” Linda Ruschau, Chief Commercial Officer at PatientPoint.
“We had a brand that needed to achieve double digit growth. So we needed to change the way we thought about targeting and shift our typical go-to-market approach. We used POC to reach patients that were harder to get on therapy, and saw huge growth in volume of incremental new patient starts as a result, as well as a 56% reduction in cost per incremental new patient starts.” Elizabeth Dexter, Vice President, Point of Care at Publicis Health Media.
The Bigger Picture for Pharma Media
POC’s $1B breakthrough reflects its evolution into a channel that offers precision, scale, and accountability. As marketers plan for 2026 and beyond, it seems that POC’s role will only grow—driven by innovation in digital integration, in-office experiences, and outcome-based measurement.
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