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Doceree Sets a New Standard in Point-of-Care Marketing for 2026

As we enter 2026, Doceree has established itself as the sole provider of truly direct point-of-care (POC) engagement at scale. The platform, which serves as the world’s first AI-driven operating system for healthcare marketing, demonstrated remarkable growth and innovation throughout 2025. With over 150 direct integrations with electronic health record (EHR) systems including major platforms like Epic and Oracle Cerner, Doceree allows pharmaceutical and healthcare brands to connect with healthcare professionals (HCPs) directly in their workflows, utilizing real-time contextual intelligence while adhering to stringent privacy and compliance standards.

A Shift from Aggregation to Direct Engagement

The healthcare marketing sector is witnessing a shift as POC strategies evolve. Many players in the field have relied on EHR aggregation, consultancy-driven implementations, or reseller models, which, despite offering proximity to care, fail to deliver genuine in-workflow engagement. Doceree has separated itself from these proxy-based models, providing native, direct integrations that ensure authentic engagement with HCPs. This approach has transformed POC marketing by introducing:

• - In-Workflow Engagement: Unlike conventional aggregator platforms, which offer peripheral or login-screen placements, Doceree ensures that marketing messages are delivered at the crucial moments of care decision-making within the clinical workflow.
• - First-Party Data Activation: Instead of utilizing inferred or syndicated data commonly used by others, Doceree focuses on activating first-party EHR data that respects patient privacy and fulfills compliance requirements.
• - Unified Measurement: The platform enables consistent measurement and optimization across various systems, breaking away from fragmented reporting tools often seen in traditional models.
• - Scalability Without Intermediaries: Doceree's architectural design permits scalable, repeatable execution that does not rely on external intermediary processes.

Impressive Growth and Innovation in 2025

In 2025, Doceree experienced substantial growth within its POC ecosystem. The year witnessed a nearly 50% year-over-year increase in POC campaign activities, alongside a roughly 30% growth in active enterprise accounts from both the pharmaceutical and healthcare sectors. A notable innovation rolled out in Q4 2025 was the introduction of Creative Analytics, which empowers brands to assess and enhance their creative performance within EHR contexts—a capability that traditional reseller or consultancy-driven models fail to provide. This drive for measurable, data-centric engagement has reinforced POC as a crucial strategic channel in health marketing contexts.

Distinguishing True Point-of-Care Engagement

The founder and global CEO of Doceree, Dr. Harshit Jain, emphasizes the misconception in the industry that proximity alone constitutes point-of-care. "Doceree does not simply aggregate access or resell placements; we integrate directly into EHR workflows," he explains. This distinction is vital for achieving both relevance and compliance while scaling effectively. By harnessing real-time clinical context, the AI-powered platform ensures that messages are presented when decisions are being made—significantly reducing cognitive load for healthcare professionals amidst their busy routines.

Compliant Innovation in Advertising

Major EHR environments like Epic and Oracle Cerner historically restrict commercial advertising within their systems. In contrast to other platforms that either halt at these barriers or depend on indirect methods, Doceree has devised compliant frameworks to facilitate effective marketing without infringing on EHR policies. Through its Spark initiative, built on SMART on FHIR standards, Doceree operates within recognized interoperability paradigms, thereby allowing contextual brand engagement without compromising compliance.

Expanding Point-of-Care Reach

In a further step to enhance its offering, Doceree joined forces with co-pay.com in 2025, bridging point-of-care engagement with affordability, access, and treatment initiation. This partnership aims to optimize communication regarding patient access at pivotal decision-making moments, directly within clinical workflows. Industry leaders echo this sentiment—John Ketcham, Chief Revenue Officer of DAW Systems, asserts, "Doceree's model enables real-time relevance at scale that is unattainable through agency-led POC platforms."

Confidence and Security Heading into 2026

As healthcare marketers refine their POC strategies, there's a growing momentum towards platforms designed for direct access, repeatability, and intelligence. Entering 2026, Doceree has already secured multiple enterprise commitments via its NEXT program, ensuring reliable full-year campaign engagements, which reflect the increasing trust among EHR partners and the healthcare environment at large. Vijay Adapala, EVP & GM of Global Supply Partnerships at Doceree, remarks, "Our position as the largest directly integrated POC engagement platform in the U.S. is a testament to the confidence placed in us by our EHR partners and broader healthcare ecosystem." In the coming year, Doceree aims to continue expanding its AI-driven capabilities while enhancing its footprint within the U.S. healthcare system to redefine HCP engagement.

Conclusion

As we look forward to 2026, Doceree is not just maintaining its pioneering leadership in the point-of-care category but is also advancing the industry with AI-first approaches. The platform's integration of cutting-edge technology into healthcare marketing exemplifies how the sector is evolving, priming it for a future rich with direct and impactful engagements for HCPs.