#United States #New York #Healthcare Marketing #Point of Care #POCMA

Point of Care Marketing Expenditure Surges

A striking transformation is occurring in healthcare marketing, as evidenced by a new report from the Point of Care Marketing Association (POCMA). Their findings reveal that marketing spending in Point of Care (POC) settings has surged to over $803 million, an astonishing 171% increase from 2019 to 2023. This figure, derived from data submitted by 17 member organizations, likely underestimates the full scale of total industry expenditures, which could surpass $1 billion based on consistent growth patterns and prior projections.

The evolution of POC marketing reflects substantial shifts in both consumer behavior and marketing preferences within healthcare. Nicole Divinagracia, President of POCMA, noted, "The POC marketing surge shows marketers understand the unique power of reaching people in healthcare settings." This indicates that marketers are effectively leveraging healthcare environments to connect with consumers, fundamentally altering the landscape of health communication.

Dramatic Changes in Advertising Focus

In stark contrast, pharmaceutical advertising through traditional platforms, including healthcare professional sites, is witnessing decline as well. From the same period, spending on HCP display digital and print ads dropped by 22%. Meanwhile, spending on direct-to-consumer (DTC) advertising, which offers a more personalized approach, grew by 26%. This growing divergence highlights the increasing favorability of POC marketing strategies among healthcare advertisers.

According to the comprehensive report titled The Changing Healthcare Landscape and the Rise of POC Marketing, marketers are equipped with necessary data and insights critical for navigating the fast-evolving healthcare ecosystem. The document encompasses over 50 data points, integrating both original research and expert opinions to deeply explore how shifting consumer expectations are shaping modern marketing strategies.

POC Marketing: A Crucial Touchpoint

The report establishes that while challenges for healthcare brands continue to escalate, the POC channel stands out with an impressive 22% annual growth rate. Acting as the final decision-making touchpoint, POC delivers marketing efficiency that is unmatched. A case study from Veeva Crossix illustrated this by showing a specialty Rx brand attributed 35% of new patient starts specifically to POC engagements, even with just 14% of its media budget allocated to this marketing channel.

Cristina Armstrong, Sr. Narrative Designer & Content Strategist at POCMA, stressed the integral role of POC in reaching today's informed, autonomous healthcare consumers. She mentioned, "Whether patients engage in traditional medical offices, retail clinics, pharmacies, or digital health platforms, POC delivers trusted information at critical moments."

Analysis of Key Areas in Healthcare Marketing

The report encompasses insights across six vital areas:
1. Cultural Consumer Trends: Discussing emerging preferences that shape care models.
2. Spending Trends: Tracking shifts in healthcare marketing expenditure.
3. Emerging Influencers: Identifying factors driving engagement changes in consumer outreach.
4. Market Challenges: Understanding obstacles and how POC can address them effectively.
5. Value of POC: Analyzing the tactical advantages of leveraging POC.
6. Future Outlook: Exploring potential tech integrations and best practices for healthcare marketing.

Conclusion

The full report is accessible through the Changing Healthcare Landscape website, offering invaluable information for marketers seeking to adapt to the evolving healthcare market. POCMA’s mission is to promote the POC channel, sharing vital research, best practices, and educational resources aimed at enhancing outcomes for patients.

For further insights into healthcare marketing trends and strategies, visit POCMA or contact [email protected].

About POCMA

The Point of Care Marketing Association is dedicated to advocating for the POC marketing channel, ensuring that brands, agencies, and media companies enhance patient outcomes through targeted marketing strategies.