WEBINAR 6: Next POC Media – a solli x Doceree Webinar Series

The sixth episode of the Next POC Media series — hosted by solli in collaboration with Doceree — looked beyond today’s landscape to explore the future of Point-of-Care (POC) media and the innovations shaping 2026 and the years ahead.

Titled “Tomorrow’s Vision Today: Point-of-Care Media Trends for 2026 and Beyond,” this session examined how POC is expanding far beyond traditional clinical settings, how technology and AI are transforming precision engagement, and how the industry can drive more equitable healthcare access through smarter, more sustainable approaches.

Moderated by Richard Springham, CEO of solli, the conversation featured expert perspectives from:

• Melissa Wagner – US Media Director, Amgen; Industry Advisory Council Member, POCMA

• Bill Veltre – EVP & Head of Media, The Deerfield Group

• Kamya Elawadhi – Chief Client Officer, Doceree

Together, the panel explored where POC media is heading next — and what the industry must do today to prepare.

WATCH THE FULL WEBINAR HERE:

Key Takeaways from the Session

1. POC is Expanding Far Beyond the Exam Room

The panel highlighted how POC is now reaching patients across a much broader ecosystem — from patient portals and lab-result workflows to pharmacies, retail clinics, telehealth, and other decentralized care settings. With portals offering new ways to deliver relevant, non-intrusive content and the care journey extending before, during, and after appointments, POC is becoming a continuous, interconnected experience rather than a single clinical moment.

2. Precision Messaging Requires Thoughtful, Not More, Touchpoints

As POC environments multiply, the need for restraint and relevance becomes essential. Rather than increasing message volume, the opportunity lies in aligning the right content to the right patient or HCP at the right moment. Effective POC in the years ahead will require careful orchestration and a deeper commitment to personalization across the expanded journey.

3. AI + Human Intelligence = More Powerful Personalization

AI is enabling richer patient profiling, identifying behavioural patterns, optimizing creative variations, and informing channel strategy — but panelists emphasized that human intelligence must continue to guide interpretation and strategy. The balance between AI and expert oversight, supported by strong data quality, consent, and privacy safeguards, will shape the next generation of personalized POC engagement.

4. Privacy, Consent & Data Ethics Are Rising to the Frontline

With more granular targeting comes heightened scrutiny around data governance. Brands are increasingly focused on what data is truly privacy-safe, how patients and HCPs feel about POC messaging, and whether partners have robust consent and compliance frameworks. As Melissa noted, pharma is now evaluating privacy policies and opt-in models more closely than ever.

5. Technology is Unlocking New Paths for Healthcare Access

POC has a growing role in improving access and reducing disparities by supporting underserved communities with localized, culturally relevant, multilingual content delivered in both digital and community-based environments. From barbershops to churches, POC is becoming a trusted entry point for health conversations — helping normalize care discussions and empowering individuals who may have limited exposure to medical information.

6. Sustainability and Responsible Innovation Will Shape What Comes Next

As POC technology rapidly evolves, sustainability and responsible design are becoming critical considerations. Kamya emphasized that future POC innovation must balance personalization with environmental impact, privacy, and long-term trust. The path forward requires solutions that are more sustainable, more transparent, and less intrusive.

7. Brands Are Pushing for Differentiated Creative and ROI-Driven Planning

Looking ahead to 2026, brands are demanding POC-specific creative, clearer data permissions, and smarter, cost-efficient programs that deliver measurable behavioural impact. Budget pressures are heightening the need for precision and effectiveness, with partners expected to activate data responsibly while driving strong ROI.