Pharma marketing at the point of care

Point-of-care marketing provides an opportunity for pharma brands to reach consumers in relevant, contextual ways.

Point-of-care (POC) marketing is in the ascendancy.

More specifically, between 10% to 20% of pharmaceutical brands are shifting their spending away from digital media to digital point-of-care touchpoints at doctors' offices or hospitals, according to analysis conducted by ZS Associates, the consultancy and outsourcing company.

The point-of-care market also has an estimated compound annual growth rate of 10%. That pace of growth, according to ZS Associates, will likely rise to 15%, creating a potential $850 million market by 2020.

And the reasons behind this growth are simple: A doctor's office and waiting room are great places to reach captive audiences...

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