Following recent advocacy wins and congressional engagement in Washington, D.C., this session breaks down the latest policy updates, congressional conversations, and regulatory shifts shaping the future of POC. Experts will examine emerging developments impacting pharma marketing, broader healthcare policy changes influencing DTC advertising, and critical trends to monitor.

AI is evolving Point of Care marketing from static touchpoints into dynamic, insight-driven pathways to care. This session explores how AI is reshaping the patient journey from both the provider and patient perspectives. Experts will discuss how AI-driven clinical decision support improves safety and precision at the point of care, and how dynamic, personalized education tools—like patient-friendly summaries—enhance understanding and engagement. Attendees will learn where AI is having the greatest impact today and what it means for the future relationship between patients and providers.

Point of Care communication is one of the only remaining environments where credible health information reaches patients without competing against misinformation, bots, and social media noise. Yet, too often, the industry fails to consider the waiting room from the patient’s point of view. There, companies aren’t competing with each other. They’re competing for attention with the patient’s phone and their anxiety.

Matthew Zachary and Jen Singer, cancer survivors and authors of We the Patients: Understanding, Navigating, and Surviving America’s Healthcare Nightmare, meet for a “fireside chat” to challenge industry assumptions and reframe Point of Care as a rare opportunity to address the current credibility crisis in health communications.

This panel brings frontline healthcare professionals together to examine how recent shifts in health information access, care team dynamics, technology, and patient expectations are transforming the Point of Care—and what that means for pharma marketers seeking to create meaningful, outcome-driven engagement.

Building on insights from Candid Conversations, this discussion explores how POC functions as a connected pathway—linking education, decision-making, adherence, and trust across patients, providers, and extended care teams. We’ll address the key question - what barriers to care do patients and their providers experience that pharma can help alleviate?

Point of Care is the connective tissue of modern healthcare—bridging patients, healthcare providers and critical decision moments. Industry experts will showcase how POC solutions support every step of the care journey, showing innovation across all points of care. Presenters will share insights, best practices and proven solutions that strengthen engagement and drive measurable outcomes.

Senior marketing leaders share how they’re translating evolving policy landscapes, care-team dynamics, patient expectations, and technology advancements into real-world Point of Care strategies that drive engagement, adherence, and outcomes. Panelists will discuss how they prioritize their POC investment, design messaging that fits clinical workflows, measure impact, and build trust with both providers and patients across increasingly complex care pathways.

Legacy measurement models have undervalued Point of Care's contribution to patient and provider outcomes. This session demonstrates how patient-centric metrics reveal POC's true strategic impact—and outlines the industry's path to standardization.

Focused sessions designed to strengthen your point of care expertise. Go inside EHR systems to understand clinical workflows. Learn how to integrate programmatic buying into your POC strategy. Discover why pharmacy deserves a central role in patient engagement. Essential knowledge, delivered fast.

Electronic Health Records are the invisible infrastructure of modern healthcare—but what actually happens behind the interface? This session pulls back the curtain on EHR systems to reveal both the technical architecture and the human reality of clinical decision-making.

This session will feature a healthcare brand's journey to integrating POC media into their campaign strategy. Learn how they identified the opportunity to reach patients in clinical settings, built the business case for POC investment, optimized placements across different healthcare environments, and measured incremental impact compared to traditional channels—ultimately driving measurable patient behavior change.

The Point of Care Marketing Association is proud to present the Point of Care Excellence Awards, recognizing the campaigns, strategies, and individuals who are advancing patient healthcare outcomes through innovative point of care marketing.