In today’s digital world, health misinformation is everywhere. Point of care (POC) marketing helps combat it by delivering trusted print and digital education in back offices, waiting rooms, and exam rooms—right when questions turn into decisions.
At Health Monitor, we see the impact of these moments every day. Patients arrive with questions shaped online, and clinicians are asked to respond quickly in already tight visits. POC education makes those conversations clearer, more confident, and grounded in evidence.
POC as a Frontline Response to Health Misinformation
A recent national survey found that 86% of physicians have seen an increase in patient misinformation over the past five years, and 57% say it directly affects their ability to provide quality care.¹ That makes reliable, evidence-based resources at the point of care urgent.
By placing vetted education in clinical settings, POC reduces confusion and reinforces HCP guidance when trust matters most. This is where Health Monitor’s focus aligns naturally with the channel—supporting providers without adding friction and helping patients leave with information they can rely on.
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.
Why Brands Are Reallocating to POC
Pharmaceutical brands are investing more in POC because it enables education and engagement at decision points that drive adherence and outcomes. Meanwhile, the media mix is changing. Pharma spend on HCP run-of-site digital display and print has declined 22% since 2019, while DTC advertising is up 26%.² The trend is toward precision and relevance over broad, less-targeted reach.
POC fits that model by reinforcing clinical guidance and supporting adherence at the point of care. That’s why Health Monitor keeps POC central to patient engagement: it’s where trust is highest and information has the most impact.
December Perspective: This Is Why We Do What We Do
December is a season of reflection—and a peak moment for healthcare decisions, from year-end visits to refills and new-year health goals. That’s where POC matters most
This is why we do what we do:
- show up when decisions are made
- support clinicians against misinformation
- give patients clarity at the point of care
In a season built on trust and renewal, POC marketing is designed to deliver both. Health Monitor is proud to support credible education where care happens.
What Comes Next for POC
POC marketing is built on trust and medical credibility. As healthcare communication evolves, its role in empowering patients, supporting providers, and combating misinformation will only grow—this month and well beyond.
References
- Ingram, D. (2025, August 20). Doctors say medical misinformation has gotten worse, survey finds. NBC News. https://www.nbcnews.com/health/health-news/doctors-say-medical-misinformation-has-gotten-worse-survey-finds-rcna
- Point of Care Marketing Association, & M3 MI. (2024). Point of care marketing industry report: Executive summary and market overview. https://pocmarketing.org/industry-insights/state-of-the-point-of-care-marketing-industry-2024
