The second episode of the Next POC Media webinar series — hosted by solli in collaboration with Doceree — brought together leading minds to examine the foundations of a truly impactful Point-of-Care (POC) media strategy. Titled The Blueprint for Success: Crafting a Winning POC Media Strategy, this session broke down the intricacies of strategic alignment, omnichannel execution, and budget optimization in modern healthcare marketing.
Moderated by Richard Springham, CEO of solli, the conversation featured three expert voices: Kamya Elawadhi (Chief Client Officer, Doceree), Alyssa Gruber (Group Director, Communications Design, Healix Global), and Kris Corr (Associate Director, Media Strategy US, AstraZeneca). Together, they offered a practical yet forward-thinking blueprint for integrating POC into the larger marketing engine.
WATCH THE FULL WEBINAR HERE:
Plus, a distilled recap of the key takeaways:
Strategic Alignment: Making POC Work Within the Bigger Picture
Kris Corr opened the discussion by underscoring that POC media is most effective when it’s fully integrated into a brand’s overarching marketing and sales strategy, not treated as a standalone tactic. She emphasized the importance of considering regional sales team strategies, seasonality, and even the physician–patient dialogue already occurring in-clinic.
Kamya Elawadhi reinforced that data is the connective tissue tying these layers together. By leveraging insights from different channels, brands can build a cohesive, patient- and HCP-informed narrative that drives toward a common goal.
Alyssa Gruber brought the full-funnel view, calling POC the “last touchpoint” that reinforces prior messaging across media. She described it as a crucial “reminder” medium—powerful when supporting, not replacing, upper-funnel efforts.
Channel Optimization: Treating POC as an Ecosystem, Not a Tactic
POC is no longer confined to posters in waiting rooms. As Kamya explained, it must now be understood as Points of Care – unique environments engaging both HCPs and patients. Each audience requires distinct messaging, but with careful planning, brands can create synergistic conversations that connect them.
Kris highlighted the power of aligning patient and physician messaging around shared language and themes, even if the formats differ. Doing so fosters smoother in-office conversations and enhances treatment adherence.
From an agency lens, Alyssa noted the growing value of planning for both HCP and patient touchpoints under one roof. When brands and agencies can see the full picture, they’re better able to identify gaps and drive unified campaign performance.
Budget Smart: Funding with Precision and Purpose
Budgeting for POC requires more than carving out dollars, it’s about aligning investment with brand objectives. Alyssa laid out the key variables: salesforce coverage, category competitiveness, and whether POC is supplementing or replacing face-to-face interactions. She emphasized that while POC is often expensive, it’s a high-impact channel when strategically deployed.
Kamya offered a compelling metaphor: running a marathon. POC is the final mile – you must invest at the end of the journey to secure the win. She and Kris both pointed to the growing importance of data in justifying spend, especially when omnichannel partners can deliver actionable insights across HCP and patient touchpoints.
The panel agreed: while ROI can take time to materialize, especially in complex prescribing paths, consistent optimization and performance feedback are key. Tools like real-time benefit checks, audience-level data, and cross-channel attribution are making smarter investment possible.
Looking Ahead
This second installment in the Next POC Media Webinar series illuminated how brands can move from tactical to transformative with their Point-of-Care strategy. By starting with strong strategic alignment, optimizing the media mix, and budgeting with intelligence, marketers can craft POC campaigns that are not just present – but persuasive.
Don’t miss the next episode in the series, ‘Tech-Enable Transformation: POC Media in the Digital Era’, to discover how tech is powering excellence in the POC Media Space. Coming June 17, 2025.
