The trend: Point-of-care marketing is now used by 94% pharma marketers, and growth isn’t slowing—61% plan to increase spending in the next year, per a Solli Research and PatientPoint study published in January.

• Spending reached about $1.2 billion in 2025, according to preliminary data from Point of Care Marketing Association (POCMA) members in March. Sales have grown an average 22% annually since 2019, though actual spend is likely higher as not all marketers report to POCMA.
• Point-of-care marketing refers to clinical settings and moments where patients receive care, healthcare providers deliver it, and treatment decisions are made.

Editor’s note: This article pulls information from our recently published “Pharma Marketing at the Point of Care” report.

Why it matters: Point-of-care pharma marketing is evolving from a niche tactic into a performance channel, fueled by digital formats and the trust built into healthcare settings.

• 70% of US adults value digital educational materials from physicians, and the same share do so for digital patient check-in tools, per M3 MI’s MARS 2025 Consumer Health Study.
• At the same time, 45% of patients are more likely to trust a doctor’s office that is digitally advanced than one that isn’t, according to a PatientPoint July survey.
• Pharma marketers also see value in point of care. 88% cite brand safety and compliance as key attributes, while 63% point to ROI results, per Solli and PatientPoint.

That trust is translating into action:

• 58% of patients who notice in-office ads are willing to ask their doctor about the advertised treatment, per M3 MI.
• After engaging with point-of-care ads, a separate POCMA and Ipsos study found 35% of patients started taking a new medication or supplement, 26% talked to their doctor about a condition, and 23% began taking their medication as directed.

Recommendations for pharma marketers:

• Activate digital touchpoints: Use check-in tools and virtual waiting rooms to engage patients in the moments before appointments, when they’re most likely to bring up treatments with their doctor.
• Convert trust into utility: 82% of patients are willing to share personal data in clinical settings, creating an opportunity to embed affordability and adherence tools—like copay assistance and screening reminders—into portals and check-in flows and to drive immediate action.

Read next: Click here to read the “Pharma Marketing at the Point of Care" report.