Oncology Point-of-Care Advertising: Cancer Care, Immunotherapy & Targeted TherapyCancer support, in the exam room.
Oncology point-of-care advertising places patient-education messages in oncology practices, where patients and caregivers navigate a cancer diagnosis, talk through treatments like chemotherapy, immunotherapy and targeted therapy, and manage life after treatment as survivors. PlaceBased Media runs fully managed campaigns across 2,000+ oncology offices for pharmaceutical brands, supportive care brands, health systems and cancer centers, and public health agencies. Two consecutive AAM audits verified 113.3% and 111% of guaranteed distribution.
- 2,000+ oncology offices
- AAM-audited delivery
- English, Spanish + 15 more languages
- Fully managed
Why the Exam Room Is Worth It.
An estimated 2,114,850 people in the U.S. will be diagnosed with cancer in 2026.
Source: National Cancer Institute SEER Program, “Cancer Stat Facts: Cancer of Any Site,” 2026 estimates.18.6 million cancer survivors live in the U.S., a number projected to reach 22.4 million by 2035.
Source: National Cancer Institute Office of Cancer Survivorship, “Statistics and Graphs,” as of May 2025.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 Oncology Offices
| Condition | Who it affects | Patient-education topics |
|---|---|---|
| Breast cancer | Mostly women | Treatment options, side-effect management, genetic testing, survivorship |
| Prostate cancer | Men | Treatment decisions, active surveillance, side effects |
| Lung cancer | Adults, often with a smoking history | Biomarker testing, targeted therapy and immunotherapy, screening |
| Colorectal cancer | Adults | Treatment, screening for family members, survivorship |
| Blood cancers and other cancers | Children and adults | Condition education and treatment conversations |
The Numbers Behind Oncology Messaging
New cases
an estimated 2,114,850 new cancer cases and 626,140 cancer deaths in the U.S. in 2026 (NCI SEER). The most common cancers are breast, prostate, lung and colorectal (NCI).
Survivors
18.6 million survivors, 5.4% of the U.S. population, as of May 2025, and 70% have lived 5 or more years since diagnosis (NCI).
National background figures, not PlaceBased campaign results.
Long Treatment Journeys, Long Patient Relationships
Cancer care is rarely a single visit. Patients come back for treatment cycles, scans, side-effect checks and survivorship care, often with a caregiver. Treatment can include surgery, radiation, chemotherapy, immunotherapy, targeted therapy and hormone therapy, and biomarker testing can help guide those choices. Each step is a conversation with the oncologist, and each one is a natural place for patient education.
That gives brands three clear moments to support:
Diagnosis
the patient and family learn what the diagnosis means and what comes next.
The treatment conversation
the patient is weighing options with the oncologist. Education helps them understand the categories and ask informed questions.
Staying on track
adherence, side-effect management, infusion and oral therapy schedules, financial assistance, and patient-support programs.
Who's in the Oncology Waiting Room
- Adults in active treatmentwho are making major decisions about their care.
- Caregivers and family memberswho often drive to visits, sit in on conversations and help manage medications, so creative should work for both.
- Survivors in follow-up carecoming in for scans and long-term monitoring.
- Patients newly referredafter an abnormal screening, scan or biopsy.
Who Advertises in Oncology Offices
- 01Pharmaceutical brandsbreast, prostate, lung, colorectal, blood and other cancers, including immunotherapy, targeted therapy and supportive care medications. Disease-state awareness, biomarker testing education and patient-support programs are common.
- 02Supportive care brandsnutrition, skin and mouth care during treatment, and comfort products.
- 03Health systems and cancer centersclinical trials, survivorship programs and oncology service lines.
- 04Public health agencies and nonprofitscancer screening, tobacco cessation, HPV vaccination and caregiver support.
Plan Around the Calendar
Oncology messaging has seasons. Many cancers have an awareness month, including colorectal cancer in March, prostate cancer in September, breast cancer in October and lung cancer in November, and National Cancer Survivors Day falls on the first Sunday in June. 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.
Oncology Formats
Print and static formats are core to oncology programs, and digital screens add rotating messages where offices have them.
Exam room posters and wallboards (patient-facing)
treatment and side-effect education, biomarker testing information and "questions to ask your oncologist" prompts, seen in the minutes before the oncologist comes in.
Waiting room posters and wallboards (patient-facing)
condition education and caregiver resources.
Brochure and take-one displays (patient-facing)
treatment calendars, side-effect trackers and patient-support and financial assistance 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 oncologists, PAs, nurse practitioners, oncology nurses 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 cancer, product-free illustration or photography without identifiable patients is the safest choice, and imagery should be hopeful and respectful.
- Privacy-safe targetingby location, specialty and geography, never by individual patient data.
Read our guide to healthcare marketing compliance.
Targeting and Measurement
Choose oncology 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 and survivorship 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
Oncology offices reach patients, survivors and the families around them. Health departments, cancer coalitions and nonprofits use them for screening reminders for family members, tobacco cessation, HPV vaccination, clinical trial awareness and caregiver support. NCI projects the number of cancer survivors in the U.S. will reach 22.4 million by 2035. Read more in our post on point-of-care advertising for oncology patients. Our Public Health Media Planning Guide covers budgets and timelines, and our public health advertising page shows how oncology offices fit a wider community plan.
More Point-of-Care Specialties
Pair oncology with gastroenterology (2,500+ offices) for colorectal cancer screening, or with pulmonology (1,000+ offices) for lung cancer screening.
- Pediatrics: 7,500+ offices
- OB/GYN: 6,000+ offices
- Orthopedics: 3,500+ offices
- Dermatology: 3,000+ offices
- Cardiology: 2,500+ offices
- Gastroenterology: 2,500+ offices
- Neurology: 2,000+ offices
- Endocrinology: 1,500+ offices
- Pulmonology: 1,000+ offices
Oncology Point-of-Care Advertising FAQs
01What is oncology point-of-care advertising?
Oncology point-of-care advertising places patient-education messages in oncology 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 cancer and their caregivers while they wait for and talk with their oncologist. Formats vary by network and office, and many offices run print and static formats rather than screens.
02Who sees ads in oncology offices?
Adults in active cancer treatment; the caregivers and family members who come with them; survivors in follow-up care; and patients newly referred after an abnormal screening or biopsy. HCP lounge formats reach oncologists, PAs, nurse practitioners, oncology nurses and staff.
03What conditions do oncology campaigns cover?
The most common are breast, prostate, lung, colorectal and blood cancers, plus biomarker testing, side-effect management, clinical trials and survivorship.
04Can cancer centers and supportive care brands advertise in oncology offices?
Yes. Cancer centers, clinical trial programs and supportive care brands can run patient-education creative in oncology offices alongside pharmaceutical brands and public health agencies.
05Can immunotherapy and other cancer medication brands run branded creative in oncology 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 oncology offices are in the PlaceBased network?
PlaceBased Media's point-of-care network includes 2,000+ oncology offices. Your plan shows the offices available in your target markets.
07When should an oncology campaign run?
It depends on the message. Many campaigns align with cancer awareness months, such as colorectal cancer in March, breast cancer in October and lung cancer in November, or with National Cancer Survivors Day in June. Treatment and supportive care education can run year-round.
08How is an oncology 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
Gastroenterology offices
2,500+ gastroenterology offices.
Explore gastroenterology offices →Pulmonology offices
1,000+ pulmonology offices.
Explore pulmonology offices →Pharmacies
Counter, shelf and screen, at pickup.
Explore pharmacies →OB/GYN offices
6,000+ OB/GYN offices.
Explore ob/gyn offices →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 an oncology office list for your markets, the formats in each office and an honest read on what your budget can do.