Traditionally focused on messages delivered in a physician’s office to patients and caregivers, point-of-care marketing has evolved rapidly in the past five years, expanding to hospitals, pharmacies, and wherever a patient and their smartphone happens to be. As the point-of-care channel continues to become more measurable and targeted and the content more relevant, point-of-care messaging is projected to take a larger share of DTC and OTC marketing budgets in the years to come.


These advancements have caused the industry to grow and have changed the nature of how brands connect with patients at the point-of-care. To capture the dramatic changes and current state of POC, ZS took a deeper analytical approach. Read the 2019 point-of-care ZS report to learn more.