WEBINAR 4: Next POC Media – a solli x Doceree Webinar Series

The fourth episode of the Next POC Media webinar series – hosted by solli in collaboration with Doceree – tackled one of the most critical topics in Point-of-Care (POC) advertising today: compliance.

Titled ‘Compliance and Confidence: Navigating the Regulatory Landscape of Point-of-Care Advertising’, the session explored how healthcare marketers can operate both confidently and ethically within ever-evolving regulatory frameworks such as HIPAA, the FDA’s 2253 requirements, and emerging state-level privacy laws.

Moderated by Richard Springham, CEO of solli, the conversation featured an expert panel: Eva Sala (SVP, Director, Solve(d)), Jeffrey D. Erb (Chief Media Officer, Avalere Health), and Kamya Elawadhi (Chief Client Officer, Doceree). Together, they broke down how compliance can move beyond obligation to become a competitive advantage.

WATCH THE FULL WEBINAR HERE:

Key Takeaways from the Session:

The Expanding Compliance Matrix: Multiple Forces, One Mission

Jeffrey Erb opened by highlighting the core compliance pillars in POC: FDA mandates (fair balance, claim substantiation), HIPAA data regulations, and increasingly strict state privacy laws such as California’s CCPA. He underscored the importance of business associate agreements and de-identified data protocols in preventing liability.

Kamya Elawadhi emphasized that healthcare marketing sits at the complex intersection of advertising, medical practice, and data privacy, each with its own regulatory gravity. She stressed that clear frameworks and consistent client education are essential to keep campaigns compliant and effective.

Eva Sala reminded attendees that POC also inherits all broadcast and digital standards—plus POCMA’s stringent terms around makegoods, audit rights, and data usage. Creative, legal, and media stakeholders must therefore align from day one to ensure compliant execution.

Common Pitfalls – and How to Avoid Them

The panelists outlined recurring issues they see in the field:

• Illegible or hidden fair balance text

• Data usage without proper documentation or opt-out frameworks

• Unsubstantiated clinical claims in waiting room content

Eva offered practical fixes: apply CCN rules (Clear, Compliant, Noticeable), include BAAs for any patient-level targeting, and pre-bake evidence packets into MLR submissions to avoid rework. Jeff added that teams must audit vendors rigorously and confirm how data is de-identified to avoid re-identification risks.

Kamya noted that many marketers underestimate the level of security and transparency required, particularly around access control, data transmission, and consent mechanisms. She encouraged brands to see regulation not as a barrier, but as a blueprint for smarter, safer innovation.

Creative + Media = Shared Responsibility

The conversation also highlighted the importance of cross-functional alignment. Jeff described how an integrated model brings creative, media, and medical compliance into the same room from day one, eliminating silos and encouraging ethical innovation. Eva echoed the value of briefing, contracting, and QA’ing creative and media in lockstep to turn compliance into a differentiator.

Ethical Data Use: More Than Just Compliance

Kamya explained how Doceree’s approach to ethics starts with intent: educational, not promotional messaging, with balance and transparency. Sharing that Doceree is HIPAA certified, reinforcing their commitment to not just data handling, but data respect.

Eva noted she applies three principles: use only hashed or fully de-identified data with campaign-specific limitations; audit audience models for fairness and inclusivity; and institutionalize accountability through audits, risk logs, and annual fire drills.

Jeff added that ethics also includes accessibility; ensuring messages reach people of all abilities and backgrounds through inclusive formats and channels.

What’s Next: Regulation on the Horizon

The panel concluded with a look ahead. Eva pointed to several looming changes, including:

• State-level privacy hardening (e.g., Washington’s My Health My Data Act)

• Federal movements like the American Privacy Rights Act

• AI-specific rules around bias testing, authentication, and breach reporting

She also forecasted a potential shift in spend toward POC if DTC television regulations tighten.

Kamya emphasized the growing need for AI governance, stronger hashing standards, and ethical influencer marketing frameworks. She advocated for penetration testing and vendor certification as table stakes for responsible tech partners.

Jeff warned that sudden legislative changes can have sweeping impacts—from tax policy to media buying behavior. He advised brands to future-proof by focusing on meaningful, respectful engagement not just ads, but storytelling that speaks to HCPs as both professionals and people.

Looking Ahead

This fourth session of the Next POC Media series emphasized a powerful truth: compliance isn’t just a checkbox, it’s a brand opportunity. With the right strategy, infrastructure, and partners, marketers can build trust, deliver value, and stay ahead of a shifting regulatory curve.

Stay tuned for the next episode of the Next POC Media series, where we’ll explore ‘Insight to Impact: Mastering Data-Driven Decision Making POC Media’.