Physician & HCP Advertising: Reach Care Teams Where They 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.
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.
Physician & HCP Advertising FAQs
What 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.
Does 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.
Does 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.
Can HCP campaigns target specific specialties?
Yes. Plans are built around the specialty groups most relevant to your therapeutic area or public health program.
Can 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.
How 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.
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 charge. Creative goes through your own medical, legal, and regulatory (MLR) review. We don't replace it.
Room for required information. Static and digital formats can carry Important Safety Information and other required disclosures. We share specs early so they fit the layout.
Clinic and network approval. Creative is reviewed by the network or clinic before it's posted.
Privacy-safe targeting. Placements 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
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.