By Lindsay Bosslett, Vice President, Editor-in-Chief, Health Monitor Network
Last week, I had the opportunity to attend the sold-out POCMA Now 2026 conference at Pier 60 in New York City. As someone who sits on the content side of the point of care (POC) ecosystem, I walked in knowing I’d be in the minority—surrounded by leaders in sales, marketing and agency strategy.
I left with a clear takeaway: our industry is evolving quickly—but the core of what we do is becoming even more human.
A growing industry at an inflection point
The numbers alone tell a compelling story. POC has grown from a $1 billion industry in 2024 to $1.2 billion in 2025, with POCMA adding 10 new members in the past year alone.
But with growth comes questions—especially in today’s regulatory climate. In line with that, Jim Potter of the Coalition for Healthcare Communications opened the day by addressing what many in the room were thinking: What happens to pharma advertising—and to POC—amid shifting federal policies?
Growth Signals POC’s Rising Role
Since 2019, POCMA member-reported revenue has grown 171%, reaching more than $803 million in 2023, with total industry spend likely above $1 billion. The channel is also growing at a 22% annual rate.² These signals point to sustained investment in high-trust, high-relevance environments that benefit patients and providers alike.
At Health Monitor, we see this growth as part of a broader shift toward clinically aligned, context-specific education delivered at the moments that shape care.
The answer was both reassuring and instructive:
- Change is coming—but it will be gradual
- Advocacy matters (and POCMA is actively engaged on Capitol Hill)
- And perhaps most importantly: POC’s role as an independent, third-party channel gives it unique resilience
We are not just advertisers. We are translators, connectors and educators—and that distinction will matter more than ever.
Whose story are we telling?
A central theme throughout the day was storytelling—but not in the traditional sense. POC is not telling a single story. It’s where three perspectives intersect: the patient, the HCP and the innovators developing treatments.
And it’s not just who we’re speaking to—it’s where that story unfolds. From the waiting room to the exam room, from the back office to the pharmacy, and increasingly into the home through telehealth and at-home programs, POC exists across a continuous journey.
For those of us creating content, this raises an important question: Are we building stories that move with people through this journey—or are we still thinking in static moments?
From Point of Care to Point of Need
One of the most impactful moments of the day came from the panel “We the Patients & the Rx for Attention,” featuring cancer survivors and authors Matthew Zachary and Jen Singer.
Their message was simple, but powerful: Treat the person first, the disease second. They introduced a concept that stayed with me: Point of Need (PON). While point of care is clinical, point of need is human.
It’s a reminder that no one chooses to engage with healthcare content for fun. Patients are often consuming information at vulnerable moments—often overwhelmed, often afraid. As content creators, that shifts our responsibility. It’s not just about delivering information. It’s about asking:
- What does this person need to understand right now?
- What do they need to feel?
- What do they need to do next?
In other words, we need to bring a kind of bedside manner to content.
AI isn’t replacing storytelling—it’s expanding it
No healthcare conference in 2026 would be complete without a deep dive into AI—and this one didn’t disappoint. We heard from physicians, industry leaders and digital experts about how AI is already reshaping behavior:
- 83% of physicians are now using AI tools like Scribe and OpenEvidence
- Patients are increasingly turning to AI-powered platforms for answers
- Even traditional search is evolving, with queries becoming longer and more contextual
What struck me most wasn’t just the adoption—it was the shift in how people are asking questions. Patients aren’t typing keywords anymore, they’re telling stories. They’re describing symptoms, experiences and concerns—and asking for guidance. This raises a critical opportunity for those of us in content: We’re no longer just educating patients. We’re helping them ask better questions.
That means improving health literacy, guiding how patients use AI tools effectively, helping them distinguish credible information from misinformation and reinforcing that AI should enhance—not replace—the patient-provider relationship.
The takeaway: Storytelling is our strategic advantage
If there was one unifying message from POCMA Now 2026, it’s this: In a world of rapid technological change, storytelling isn’t becoming less important—it’s becoming more essential. But the definition of storytelling is evolving. It’s no longer just about messaging.
It’s about meeting people at their point of need, designing content across a full care journey, supporting both patients and providers in a more complex information landscape, and doing it all with empathy, clarity and intention.
As someone who builds content for this space every day, I left the conference feeling both challenged and energized. Because while the tools are changing, the mission remains the same: Be a tool for HCPs and make their jobs not just easier, but more effective. Be the bridge our clients need to get their messages to patients and providers, regardless of what barriers the world and technology may throw our way. And most of all, help patients understand what’s happening to them in a way that evokes kindness and compassion—but balanced in reality. Make them the center of this journey, because at the end of the day, that’s the story worth telling.
