By Mark Boidman, Solomon Partners, Media Group Head

Point of Care (“POC”) advertising, particularly in the form of digital signage (“Digital POC”), has emerged as a leading channel for pharmaceutical, healthcare, and consumer product companies. Digital POC advertising stands out by providing measurable outcomes, making it an exceptional advertising channel. By leveraging prescription lift and patient engagement, advertisers can directly tie campaigns to tangible results.

Digital POC Advertising Is an Ideal Version of OOH Media

Digital POC Advertising Reaches Patients at Key Moments

Digital POC advertising leverages captive audiences at a moment of heightened health awareness and decision-making. Digital POC advertising can be found in hospitals, pharmacies, clinics and other locations where a patient interacts with healthcare providers. Patients in waiting rooms are primed to absorb educational and product-related content through digital signage, creating a one-to-many messaging opportunity to influence behavior. Patients also have one-on-one interactions through digital signage in exam rooms, allowing advertisers to have unique messaging techniques using patient-specific information. Digital POC advertising can provide real-time feedback and actionable insights through patient interactions and responses.

POC Advertising Beyond Digital Signage

POC advertising also encompasses traditional print formats (e.g., magazines, brochures, etc.) and digital online formats (e.g., medical research platforms, EHR systems, etc.). The broader POC advertising channel is highly trusted, with 82% of patients valuing health information at their doctor’s of˚ce or hospital.1 Gen Z is especially trusting, noting POC as their #1 valued type of media channel.1 Despite accounting for a smaller share of total media investment, POC advertising can drive outsized impact. In one case study for a specialty Rx brand in the Rheumatology category, POC attributed 35% of new patient starts with just 14% of the media spend.

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