WEBINAR 1: Next POC Media – a solli x Doceree Webinar Series

The inaugural episode of the Next POC Media webinar series – hosted by solli in collaboration with Doceree – dived into redefining how Point-of-Care (POC) media is shaping the future of healthcare engagement. With a strong lineup of expert voices this session, titled Redefining Healthcare Engagement: The Evolution of Point-of-Care Media, unpacked the shifts in patient behavior, digital transformation, and performance measurement that are reshaping the industry.

Moderated by Richard Springham, CEO of solli, the session featured thought leaders Tom Shea (Chief Revenue Officer, Doceree), Liz Dexter (VP & POC Capability Lead, PHM), and Tim Noone (SVP Engagement Strategy, CMI Media Group) – each offering a unique lens on where POC media stands today and where it’s heading.

WATCH THE FULL WEBINAR HERE:

Plus, a text summary of this brilliant conversation:

Humanizing the Patient Journey

Opening the conversation, Liz Dexter emphasized that POC media is far more than a tactical layer – it’s a critical moment of influence at the intersection of patient and physician. Effective POC activations, she argued, empower patients to have more informed conversations with healthcare professionals, improving not only diagnosis rates but also adherence to treatment.

Tim Noone expanded on this, describing POC as the “final nudge” in a patient’s decision-making journey. Whether in waiting rooms, exam rooms, or digital interfaces, the key lies in using the right messaging at the right moment. Confidence-building, he stressed, is essential for both patients and physicians to achieve a productive clinical exchange.

The Expanding Ecosystem of POC

The discussion then turned to the evolving nature of Point-of-Care environments. What was once confined to printed materials in clinics now encompasses a growing range of digital channels – telemedicine platforms, EHR systems, digital pharmacies, and beyond.

Dexter noted that while she still values print for its tangible impact, the rise of digital channels provides the agility needed to personalize messaging in real-time. This becomes increasingly important as the definition of “the point of care” broadens beyond the physical clinic.

Powering Performance with Data and EHR Integration

With EHR (Electronic Health Record) systems now a cornerstone of healthcare delivery, the panel explored how these platforms are revolutionizing precision targeting in POC media. Tom Shea described how Doceree leverages EHR data to deploy relevant messages at the moment they’re needed most – whether pre-diagnosis or during e-prescribing – enhancing both physician decision-making and patient adherence.

From the agency side, Noone highlighted how EHR integrations allow for unmatched granularity, enabling messaging based not only on physician behavior but also on real-time patient conditions and clinical codes.

Measuring What Matters

A key takeaway from the session was the industry’s shared call for more robust and consistent measurement practices. All three speakers underlined the importance of developing a clear measurement plan at the outset of any campaign – particularly for tying media exposure to real-world outcomes such as prescription lift and patient adherence.

While impressions remain a common metric, Dexter and Noone emphasized the need for unified standards across vendors, and the value of test-and-control methodologies that isolate POC media’s true impact.

Doceree’s Shea explained how the company offers both full-service measurement using third-party claims data and raw physician-level data for brands who wish to analyze outcomes within their own internal frameworks.

Looking Ahead

This session set the tone for a compelling series that promises to demystify the complexities and unlock the full potential of Point-of-Care media. Future webinars in the Next POC Media series will explore everything from tech-enabled transformation to navigating compliance and data-driven strategy.

As this first conversation made clear: Point-of-Care media is no longer a single moment – it’s an evolving, multi-touchpoint ecosystem that’s reshaping healthcare engagement from the inside out.

Stay tuned for the next episode, “The Blueprint for Success: Crafting a Winning POC Media Strategy,” publishing May 13, 2025.