Challenge:
Pharma advertising has evolved, but many marketers still treat the point of care (POC) as a static channel—limited to posters, waiting room screens, or generic banners in the EHR. Meanwhile, clinical workflows are digitizing, provider attention is shrinking, and brand investments often go under-leveraged inside care environments.
Our client—a leading digital media platform—saw a gap: POC strategy was outdated. Buyers didn’t fully understand what today’s POC looked like, how it worked, or what ROI it could actually drive. The company needed help reframing the conversation and re-educating the market.
The Opportunity:
We partnered with the client to develop a market education campaign that positioned POC not just as a media placement—but as a precision channel embedded in the clinical decision moment.
What We Did:
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Developed a POC landscape brief explaining how EHR-triggered messaging, clinical logic, and data-informed targeting redefined what “point of care” really means today.
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Created a library of use-case narratives—highlighting success stories across categories like obesity, rare disease, and biosimilars—to show how strategic POC interventions drive measurable behavior change.
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Designed modular sales enablement assets including:
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Infographics on how POC differs from traditional display
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Conversation guides for explaining EHR integration and targeting mechanics
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ROI benchmarks tied to PLD segments and prescribing impact
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Facilitated virtual workshops and advisory boards with pharma brand and media leads to unpack myths, shift mental models, and drive adoption of smarter POC buying frameworks.
Key Enablers:
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Strategic messaging grounded in clinical workflow fluency and media targeting principles
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Real-world examples from live programs (w/ anonymized case data)
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Cross-functional alignment across sales, product, and analytics teams
Bottom Line:
Educating the market isn’t just about sharing information—it’s about changing how buyers think. By reframing POC as a strategic, measurable part of the clinical workflow, we helped a leading platform position itself as a must-have partner in the future of pharma marketing.
Want to reshape how the market sees your solution?
Let’s build the narrative—and the proof points—that make it undeniable.
