Gastroenterology Point-of-Care Advertising: IBD, Colorectal Screening & BiologicsDigestive health, in the exam room.
Gastroenterology point-of-care advertising places patient-education messages in GI practices, where patients manage Crohn's disease, ulcerative colitis, reflux and other digestive conditions, come in for colorectal cancer screening, and talk through treatments like biologics and other advanced therapies. PlaceBased Media runs fully managed campaigns across 2,500+ gastroenterology offices for pharmaceutical brands, consumer health and diagnostics brands, health systems and public health agencies. Two consecutive AAM audits verified 113.3% and 111% of guaranteed distribution.
- 2,500+ gastroenterology offices
- AAM-audited delivery
- English, Spanish + 15 more languages
- Fully managed
Why the Exam Room Is Worth It.
Between 60 and 70 million people in the U.S. are affected by digestive diseases.
Source: National Institute of Diabetes and Digestive and Kidney Diseases, “Digestive Diseases Statistics for the United States.”An estimated 158,850 people in the U.S. will be diagnosed with colorectal cancer in 2026, and only 33.8% of cases are found at a local stage.
Source: National Cancer Institute SEER Program, “Cancer Stat Facts: Colorectal Cancer,” 2026 estimates.The average medical visit keeps patients in the clinic for 84 minutes, but only about 20 of those minutes are face-to-face with the physician.
Source: Ray KN, Chari AV, Engberg J, et al. (American Journal of Managed Care), “Opportunity Costs of Ambulatory Medical Care in the United States,” 2015.Conditions Treated in Gastroenterology Offices
| Condition | Who it affects | Patient-education topics |
|---|---|---|
| Crohn's disease and ulcerative colitis (IBD) | Children and adults | Biologics and other advanced therapies, flare management, nutrition, follow-up |
| Colorectal cancer screening | Adults 45 to 75 | Screening options, colonoscopy prep, follow-up after abnormal results |
| Reflux (GERD) | Adults | Lifestyle changes, acid-reducing medication categories, when to see a specialist |
| Hepatitis C and liver disease | Adults | Testing, curative treatment, liver health |
| IBS, celiac disease and other conditions | Children and adults | Condition education and treatment conversations |
The Numbers Behind Gastroenterology Messaging
IBD
an estimated 2.4 to 3.1 million people in the U.S. have inflammatory bowel disease, and 71% of the $8.5 billion in IBD health care costs in 2018 went to prescribed medicine (CDC).
Colorectal cancer
colorectal cancer is the fourth most common cancer and the fourth leading cause of cancer death in the U.S. (CDC), and 5-year survival is 91.3% when it's found at a local stage (NCI SEER).
Hepatitis C
more than 2.4 million people, and possibly as many as 4 million, had hepatitis C in 2017 to 2020, and 8 to 12 weeks of treatment cures more than 95% of people (CDC).
National background figures, not PlaceBased campaign results.
Chronic Conditions, Long Patient Relationships
Crohn's disease, ulcerative colitis and reflux are long-term conditions that flare and settle, so GI patients tend to come back. IBD treatment often moves in steps: from aminosalicylates and steroids to immunomodulators, and for many patients to biologics and other advanced therapies. Screening patients come back too, on a schedule set by their results. Each step is a conversation with the gastroenterologist, and each one is a natural place for patient education.
That gives brands three clear moments to support:
Diagnosis
the patient learns the name of the condition and what it means for daily life.
The treatment conversation
the patient is weighing options with the gastroenterologist. Education helps them understand the categories and ask informed questions.
Staying on track
adherence, refill reminders, injection or infusion schedules, screening reminders, and patient-support and savings programs.
Who's in the Gastroenterology Waiting Room
- Adults managing IBD and other chronic GI conditionswho are usually the decision makers for their care.
- Adults 45 and older coming in for colorectal screeningwho may have questions about prep, results and follow-up.
- Teens and young adults with IBD and a parentThe parent often helps manage appointments, prescriptions and insurance, so creative should work for both.
- Adults with liver disease or hepatitis Ccoming in for testing, treatment and monitoring.
Who Advertises in Gastroenterology Offices
- 01Pharmaceutical brandsCrohn's disease, ulcerative colitis, reflux, IBS, hepatitis C and other digestive and liver conditions, including biologics and other advanced therapies. Disease-state awareness and patient-support programs are common.
- 02Consumer health, OTC and diagnostics brandsacid reducers, fiber and digestive health products, and at-home colorectal screening tests.
- 03Health systems and cancer centerscolorectal screening programs, IBD centers and GI service lines.
- 04Public health agencies and nonprofitscolorectal cancer screening, hepatitis C testing and liver health.
Plan Around the Calendar
Gastroenterology messaging has seasons. March is Colorectal Cancer Awareness Month, a natural anchor for screening campaigns, and IBD, reflux and liver health education can run year-round. Print and static campaigns can be planned as seasonal flights with a creative change between them, and in offices with digital screens, creative can rotate through the year without reprinting.
Gastroenterology Formats
Print and static formats are core to gastroenterology programs, and digital screens add rotating messages where offices have them.
Exam room posters and wallboards (patient-facing)
screening prep guides, condition education and "questions to ask your gastroenterologist" prompts, seen in the minutes before the gastroenterologist comes in.
Waiting room posters and wallboards (patient-facing)
condition education and screening reminders.
Brochure and take-one displays (patient-facing)
prep instructions, symptom trackers and patient-support program information to take home.
Waiting room digital screens, where available (patient-facing)
rotating condition education and seasonal reminders.
HCP lounges and break rooms (HCP-facing)
posters and displays with disease-state awareness and patient-support resources for gastroenterologists, PAs, nurse practitioners and staff.
Formats vary by network and office, and not every office has a screen. Your plan shows the offices and formats available in your markets. See all point-of-care channels and formats.
Compliance-Friendly Creative
- MLR-reviewedYour creative goes through your own medical, legal and regulatory (MLR) review. PlaceBased doesn't write, edit or add product claims.
- Fair balance supportedFormats can carry fair balance and Important Safety Information (ISI) when your brand team requires it.
- Brand-neutral imageryFor digestive conditions, product-free illustration or photography without identifiable patients is the safest choice.
- Privacy-safe targetingby location, specialty and geography, never by individual patient data.
Read our guide to healthcare marketing compliance.
Targeting and Measurement
Choose gastroenterology offices by state, DMA, county or ZIP code. Run creative in English, Spanish and 15 more languages, assigned by office, and reinforce it after the visit with pharmacy advertising. Screening messages can extend to primary care clinics and community health centers.
Two consecutive AAM audits verified 113.3% and 111% of guaranteed distribution on our point-of-care program (AAM Media Matters feature). Every campaign also includes office-level proof of posting with time-stamped, geo-tagged photos, delivery reporting by geography and language, and QR code and URL tracking.
For Public Health Organizations
GI offices reach people who are already thinking about their digestive health. Health departments, cancer coalitions and nonprofits use them for colorectal cancer screening, hepatitis C testing and treatment, and liver health. The U.S. Preventive Services Task Force recommends colorectal cancer screening for adults 45 to 75, and CDC recommends hepatitis C screening for all adults at least once. Our Public Health Media Planning Guide covers budgets and timelines, and our public health advertising page shows how gastroenterology offices fit a wider community plan.
More Point-of-Care Specialties
Pair gastroenterology with oncology (2,000+ offices) for colorectal cancer care, or with primary care clinics for earlier screening conversations.
- Pediatrics: 7,500+ offices
- OB/GYN: 6,000+ offices
- Orthopedics: 3,500+ offices
- Dermatology: 3,000+ offices
- Cardiology: 2,500+ offices
- Oncology: 2,000+ offices
- Neurology: 2,000+ offices
- Endocrinology: 1,500+ offices
- Pulmonology: 1,000+ offices
Gastroenterology Point-of-Care Advertising FAQs
01What is gastroenterology point-of-care advertising?
Gastroenterology point-of-care advertising places patient-education messages in gastroenterology practices, including exam room and waiting room posters, wallboards, brochure and take-one displays, digital screens where offices have them, and HCP lounge displays. It reaches patients with digestive and liver conditions and adults due for colorectal screening while they wait for and talk with their gastroenterologist. Formats vary by network and office, and many offices run print and static formats rather than screens.
02Who sees ads in gastroenterology offices?
Adults managing Crohn's disease, ulcerative colitis, reflux and liver disease; adults 45 and older coming in for colorectal screening; and teens and young adults with IBD and the parents who come with them. HCP lounge formats reach gastroenterologists, PAs, nurse practitioners and staff.
03What conditions do gastroenterology campaigns cover?
The most common are IBD (Crohn's disease and ulcerative colitis), colorectal cancer screening, reflux, IBS, celiac disease, hepatitis C and liver disease.
04Can OTC and consumer health brands advertise in gastroenterology offices?
Yes. Digestive health, OTC and at-home screening test brands can run patient-education creative in gastroenterology offices alongside pharmaceutical brands, health systems and public health agencies.
05Can biologic and other IBD medication brands run branded creative in gastroenterology offices?
Yes, when it has been approved through the brand's own medical, legal and regulatory (MLR) review. Formats can carry fair balance and Important Safety Information. PlaceBased doesn't write or change product claims.
06How many gastroenterology offices are in the PlaceBased network?
PlaceBased Media's point-of-care network includes 2,500+ gastroenterology offices. Your plan shows the offices available in your target markets.
07When should a gastroenterology campaign run?
It depends on the message. Colorectal screening campaigns often run in March, Colorectal Cancer Awareness Month. IBD, reflux and hepatitis C education can run year-round.
08How is a gastroenterology campaign measured?
Every campaign includes office-level proof of posting with time-stamped, geo-tagged photos, delivery reporting by geography and language and optional QR code and URL tracking. Two consecutive AAM audits verified 113.3% and 111% of guaranteed distribution on PlaceBased's point-of-care program.
Pair It With
Oncology offices
2,000+ oncology offices.
Explore oncology offices →Primary care clinics
Patients at routine and chronic-care visits.
Explore primary care clinics →Pharmacies
Counter, shelf and screen, at pickup.
Explore pharmacies →Community health centers
Care close to home in underserved communities.
Explore community health centers →Point of care
Waiting rooms, exam rooms and HCP lounges.
Explore point of care →See every media solution.
All media solutions →Planning a campaign? Start with our public health advertising overview, compare DOOH advertising screens, or browse every OOH and DOOH media solution. See every specialty on our point-of-care advertising page.
Let's Talk.
Tell us which condition and patients you need to reach, where and when. We'll come back with a gastroenterology office list for your markets, the formats in each office and an honest read on what your budget can do.