Physician & HCP Advertising: Reach Care Teams Where They PracticeWhere care teams practice.
Healthcare professional (HCP) advertising delivers clinical and educational messages to physicians, nurse practitioners, physician assistants, nurses, and clinic staff. PlaceBased places HCP-facing media in three places inside clinics across the U.S.: staff lounges, break rooms, and exam rooms. Those are the same clinics where patients see your patient-facing message, so the care team and the patient hear one story.
- 500,000+ locations
- AAM-audited delivery
- English, Spanish + 15 more languages
- Fully managed
Our broader healthcare network spans 20,000+ facilities, 120 specialty types across 58 specialty groups, and 300+ U.S. markets. Delivery in our physician office program has been independently verified by the Alliance for Audited Media (AAM).
Why Reach HCPs at the Point of Care
Care teams are busy, and they're hard to reach. Many clinics limit visits from sales representatives, inboxes are full, and digital banners compete with everything else on a screen. Point-of-care HCP media puts your message in the workday itself.
In the clinical context
Messages appear in the exam room, where care decisions are made, and in staff lounges and break rooms, where care teams step away between patients.
Aligned with patients
When the patient in the exam room and the provider in the break room see the same message, the conversation starts sooner.
Repeated over the workday
Care teams return to staff lounges and break rooms and step into exam rooms throughout the day, building frequency without asking anyone to click, open, or download.
Fully Managed, Start to Finish
We handle planning, specialty and venue selection, production, compliance checks, installation, and reporting. Your team approves the creative and the plan.
HCP Campaigns We Support
Pharmaceutical, biotech, and medical device brands - Disease-state and unbranded education - New indication and treatment awareness - Patient support, access, and savings program awareness, so staff know what to share - Clinical trial awareness and referral resources
Public health departments and government agencies - Screening and testing recommendations - Vaccine program and schedule reminders - Overdose response and naloxone resources - 988 and behavioral health referral resources - HIV prevention and PrEP resources - Reportable condition and outbreak reminders
Health systems and health plans - Referral networks and new service lines - Program and benefit updates for care teams
Built for Regulated Messaging
Prescription drug promotion directed at HCPs is regulated. The FDA's Office of Prescription Drug Promotion oversees it, and federal rules require promotional materials to present risk information in fair balance with benefit claims. Here's how we work inside those rules:
- Your review process stays in chargeCreative goes through your own medical, legal, and regulatory (MLR) review. We don't replace it.
- Room for required informationStatic and digital formats can carry Important Safety Information and other required disclosures. We share specs early so they fit the layout.
- Clinic and network approvalCreative is reviewed by the network or clinic before it's posted.
- Privacy-safe targetingPlacements are targeted by location, specialty, and geography. We don't use patient health data.
Who We Reach
- Physicians in primary care and specialty clinics
- Nurse practitioners and physician assistants
- Nurses and medical assistants
- Clinic managers and staff, who often run vaccine programs, referrals, and enrollment help
Where HCP Media Runs
HCP-facing media runs in three clinic environments, in clinics across the U.S.:
Staff lounges
Placements where physicians, nurses, and clinic staff gather between patients, away from the waiting room.
Break rooms
Placements where care teams take meal and rest breaks during the workday.
Exam rooms
Placements in the room where the provider and patient talk through care decisions, in view of providers during visits.
Available clinics and formats vary by market and specialty. Your media plan will list the exact locations and formats before anything is booked. HCP placements can run alone or alongside patient-facing point-of-care media in the same clinics.
Target by Specialty and Geography
Run in the specialties that matter to your therapeutic area or program: oncology and hematology/oncology, endocrinology, cardiology, OB/GYN, pediatrics, psychiatry, infectious disease, dermatology, gastroenterology, nephrology, neurology, pulmonology, rheumatology, and more. Target nationally, by state, by DMA, or by county and ZIP code.
Verified Delivery You Can Report
Two consecutive Alliance for Audited Media audits verified that PlaceBased delivered 113.3% and 111% of guaranteed distribution. The latest audit covered our 345-location Physician Office Patient Education Program. See why independent verification matters.
Reporting includes:
- Location lists by specialty and geography
- Venue-level proof of posting with time-stamped, geo-tagged photos
- Response tracking with QR codes and vanity URLs where formats allow
- A final wrap report
Physician & HCP Advertising FAQs
01What is HCP advertising?
HCP advertising reaches healthcare professionals, including physicians, nurse practitioners, physician assistants, and nurses, with clinical, educational, or brand messages. Point-of-care HCP advertising places those messages in staff lounges, break rooms, and exam rooms inside the clinics where they work.
02Does PlaceBased reach HCPs or only patients?
Both. HCP-facing placements run in staff lounges, break rooms, and exam rooms in clinics across the U.S., and patient-facing placements run in waiting rooms, exam rooms, and pharmacies. Many campaigns use both.
03Does PlaceBased handle MLR review?
No. Your team's medical, legal, and regulatory review approves the creative. We provide format specs, coordinate network and clinic approval, and document where the creative ran.
04Can HCP campaigns target specific specialties?
Yes. Plans are built around the specialty groups most relevant to your therapeutic area or public health program.
05Can public health departments use HCP media?
Yes. Health departments use it to put screening recommendations, vaccine reminders, and referral resources in front of care teams.
06How is HCP media measured?
With location lists, venue-level proof of posting, and response tracking such as QR codes and vanity URLs where formats allow.
Pair it with
Point of care
Waiting rooms, exam rooms and HCP lounges.
Explore point of care →Pharmacies
Counter, shelf and screen, at pickup.
Explore pharmacies →Public health
Campaigns for health departments and nonprofits.
Explore public health →DOOH
Digital screens across every venue type.
Explore DOOH →Mobile
QR, geo-targeting and social to extend OOH.
Explore mobile →See every media solution.
All media solutions →Let's talk.
Tell us which specialties, markets, and messages matter to your program. We'll show you the HCP and patient inventory available and build a plan around it. PlaceBased Media | /audiences/physicians-hcps | FAQPage | target: ITEM (collection type 23) | paste into: Audiences (portfolio-type collection) item: edit the post/page content > add a Code Block (HTML mode, "Display Source" off) at the very bottom of the content > paste. Items have no per-item header injection.