Pharma’s New Billion-Dollar Moment at Point of Care

There’s an unmistakable buzz building in pharma marketing as spending at the point of care has quietly surged past the billion-dollar mark for the first time. The Point of Care Marketing Association shared that its members experienced a solid sixteen percent rise in revenues last year, helping them cross that impressive barrier.

This shouldn’t come as a surprise. Placing drug messaging right where it matters most, moments before patients interact with their healthcare provider, has always held intuitive appeal. Whether in waiting rooms, pharmacies or during telehealth appointments, point-of-care ads tap into a moment when minds are already poised to listen.

And yet historically this channel was often tacked on at the tail end of marketing campaigns, rather than considered the opening move. That perception is shifting. Today marketers are increasingly choosing to start their outreach in the point-of-care space, sparking a strategic shift that is backed by real figures.

When we look back to 2019, it's startling to see that member sales in this channel jumped by a staggering 171 percent by 2023. All the while, spending on direct-to-consumer advertising rose a more modest 26 percent and investment targeting healthcare professionals actually dipped 22 percent.

Even more remarkable, the channel enjoyed another surge between 2023 and 2024 with a further 16 percent bump, pushing total POC revenues above the one-billion-dollar threshold. And that number likely underestimates the industry’s true scale since it captures only the POCMA members’ revenue, not the entire field.

What’s equally compelling is how patients perceive this channel. They consistently value care-point messaging more than other information sources. Whether it’s pamphlets in the clinic, posters in the waiting room, or branded telehealth prompts, these materials often resonate more deeply than health websites, TV ads or social media posts.

The shift hasn’t gone unnoticed by marketing leaders inside Big Pharma. At Pfizer, the senior director of integrated media strategy for primary care described point-of-care as a “critical, strategic component” of their media mix. She praised the blend of innovative new approaches with the reliability of classic tactics, noting the channel’s unmatched ability to reach the right person at exactly the right time.

At Bristol Myers Squibb, their worldwide media planning lead echoed that sentiment. He described POC as a channel that lets their teams deliver meaningful messages precisely when they count most. It isn’t about hoping a campaign lands. It’s about being there as those pivotal conversations between patients and care teams begin.

The numbers tell a story of momentum. The story feels rooted in something deeper than ROI. It’s about the power of being present at the precise moment when information can matter most. And as the industry leans into that truth, point-of-care marketing is quietly becoming a lead player, not an afterthought.

G-Med excels in HCP marketing by blending digital innovation with data-driven insights, creating an effective platform for reaching healthcare professionals, offering various advertising solutions. By using G-Med to engage HCPs, share data reports, and explore innovative channels, marketers can deliver targeted, impactful messages that foster strong connections. G-Med’s approach ensures that each campaign is tailored, scientifically rigorous, and effective, aligning perfectly with the best practices for successful HCP marketing.   

Contact us today to learn more: Contact@g-med.com