WEBINAR 5: Next POC Media – a solli x Doceree Webinar Series

The fifth episode of the Next POC Media webinar series – hosted by solli in collaboration with Doceree – unpacked one of the most urgent opportunities in Point-of-Care (POC) advertising today: data-driven decision making.

Titled ‘Insights to Impact: Mastering Data-Driven Decision Making in Point-of-Care Media’, the session explored how healthcare marketers can go beyond impressions to unlock the true value of first-party data, predictive analytics, and AI in driving measurable outcomes at the point of care.

Moderated by Richard Springham, CEO of solli, the conversation featured a diverse panel of experts: John Ketcham (Chief Revenue Officer, DAW Systems, Inc.); Karima Sharif (SVP, Doceree); Katie McCarthy (Paid Media Specialist); Tom Shea (Chief Revenue Officer, Doceree); and Victoria Levinson (VP Group Supervisor, Media at SSCG Media).

Together, they examined how brands can transform data into action, optimize ROI, and deliver smarter, more personalized engagement strategies.

WATCH THE FULL WEBINAR HERE:

Key Takeaways from the Session

From KPIs to ROI: Redefining Measurement
The panel agreed that qualified reach and transparency are now table stakes. Katie McCarthy stressed the importance of moving beyond legacy metrics to focus on prescriber trends, treatment pathway analyses, and patient-driven behaviors.

Micro-Segmentation and Messaging That Resonates
Karima Sharif highlighted that impact depends not just on who you reach, but how. Tailoring creative to patient populations—financial messaging, co-pay education, and contextual relevance—drives better outcomes than blanket campaigns.

Real-Time Data + Predictive Analytics
Tom Shea explained how real-time EHR, prescribing, and telehealth data enable highly specific targeting—right physician, right patient, right moment. Victoria Levinson emphasized layering predictive analytics to anticipate prescribing needs and reduce waste, especially in rare disease markets.

AI and Machine Learning in Action
Katie McCarthy and Karima Sharif discussed how AI is helping marketers refine targeting, reduce campaign waste, and ease physician burnout. Beyond ad optimization, AI also supports clinical workflows, giving HCPs more time for meaningful patient conversations.

Ethics and Value at the Core
Panelists stressed that delivering value is just as important as precision. John Ketcham noted that POC media only works when campaigns add genuine educational benefit for HCPs and patients, rather than intrusive noise.

Looking Ahead

This fifth session of the Next POC Media series underscored a pivotal shift: data isn’t just fuel for targeting, it’s the foundation for smarter, ethical, and more effective engagement. By harnessing real-time insights, predictive analytics, and AI, healthcare marketers can finally connect POC strategy to outcomes that matter.

Stay tuned for the sixth episode of the series: “Tomorrow’s Vision Today: Point of Care Media Trends for 2026 and Beyond.”