What Is Point-of-Care Advertising? Definition | PlaceBased

Written By Cody Cagnina

Point-of-Care Advertising

Point-of-care (POC) advertising is media placed inside healthcare settings — doctor's offices, pediatric and specialty clinics, urgent care, and pharmacies — reaching patients and caregivers at the moment they are focused on health. It is the category-defining place-based venue for pharmaceutical, healthcare-brand, and public health advertisers.

POC media works because of context and attention: a patient in a waiting room is already thinking about their health, giving health messages relevance that is difficult to replicate elsewhere. Formats include waiting-room screens, exam-room posters, pharmacy-bag inserts, and digital displays. For regulated pharma and public health buyers, third-party verification of delivery — for example an Alliance for Audited Media (AAM) audit — is increasingly required to satisfy procurement and grant-reporting standards.

Related terms:

Place-based advertising

DOOH

Dwell time.

Learn more: Point-of-Care Advertising.

Cody Cagnina

Cody Cagnina is an experienced expert in public health marketing with over 15 years of professional experience. His specialty is creating impactful Out-of-Home (OOH) advertising and Digital-Out-of-Home (DOOH) advertising campaigns that resonate with community audiences. He works with the top public health organizations such as the Centers for Disease Control and Prevention (CDC), the Department of Health and Human Services (HHS), the Food and Drug Administration (FDA), and numerous others. Cody's strategic vision and creative execution have significantly contributed to raising public awareness of crucial health issues, effectively leveraging the power of marketing to foster healthier communities. His commitment to excellence and profound industry knowledge make him a pioneer in public health advocacy and education through marketing.

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