A new report from the Point of Care Marketing Association (POCMA) reveals Point of Care (POC) marketing expenditure has grown dramatically to over $803 million, increasing 171% from 2019 to 2023. This figure is based on data reported by 17 POCMA members and does not represent total industry spend. The total industry spend is likely higher than $1 billion, based on the year-over-year growth reported by POCMA members and the 2022 ZS projection that the POC industry would reach $1 billion by 2023. This growth in POC reflects a dramatic shift in healthcare consumer behavior and marketing channel preferences. “The POC marketing surge shows marketers understand the unique power of reaching people in healthcare settings,” said POCMA President Nicole Divinagracia.
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For the same time period, pharmaceutical advertising spend for HCP run-of-site display digital and print ads as reported by M3 MI, has dropped 22% (this does not include estimates for targeted ads, custom content, social media, meetings and conventions, etc.), while DTC, as reported by Vivvix, has increased 26%.
The report, “The Changing Healthcare Landscape and the Rise of POC Marketing,” offers marketers critical data and insights to navigate today’s healthcare ecosystem. Featuring over 50 data points, it blends original research and expert analysis to examine how shifting consumer expectations are informing marketing strategies.
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As challenges mount for healthcare brands, the POC channel stands out—growing at 22% annually. As a final touchpoint before decisions are made, POC also delivers exceptional efficiency. In a case study by Veeva Crossix, a specialty Rx brand attributed 35% of new patient starts to POC, despite only allocating 14% of media spend.
“POC is integral to reaching today’s diverse, self-directed healthcare consumers,” said co-author Cristina Armstrong, Sr. Narrative Designer & Content Strategist, POCMA. “Whether patients engage in traditional offices, retail clinics, pharmacies, or digital health platforms, POC delivers trusted information at critical moments.”
The report explores six key areas:
- Cultural & Consumer Trends shaping care models
- Spending Trends in healthcare marketing
- Emerging Influences behind engagement shifts
- Market Challenges and how POC addresses them
- POC Value and tactical advantages
- Future Outlook, including tech integration and best practices
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Source – PR Newswire
