The Evolution of Point of Purchase: New Opportunities for Brands to Reach Patients and Prescribers

The year 2020 became a catalyst for change in a number of verticals including healthcare and retail. For many years, the two supported one another in retail pharmacy chains, however, these environments proved to be quite stagnant until Covid-19 swept across the world. As a result of the novel disease, retail healthcare emerged and has become a powerhouse of connection across digital and in-store environments.

The evolution started with urgent care clinics and retail medicine recognizing the need for individuals to stay connected to healthcare professionals through digital means. With store closures and in-person visits no longer accessible, telemedicine reinvented traditional and more common styles of treatment.

Retail Giants Enter the Healthcare Arena

Over the last four years, major retailers have made strides in their presence in the healthcare ecosystem. Amazon has purchased several healthcare companies in PillPack, One Medical, and opened their own pharmacy, Amazon Pharmacy. Others such as Walmart, CVS, and Walgreens have opened digital services to pharma, co-promoting products and generating awareness among patients. Retailer investments over this time have amassed $10B, a number which continues to grow.

In recognition of the fact that this evolution was on the horizon, CMI Media Group developed its Point of Purchase offering. Point of Purchase is the focus of utilizing retail and ‘extended retail’ operations, such as urgent care clinics, to generate awareness of Rx...