Where Care Meets Commerce

Explore how the rise of point of care (POC) and in-pharmacy media, combined with increased investment in company-owned content studios, is reshaping advertising strategies in Head of Media & Entertainment Mark Boidman‘s presentation. Discover market trends, growth drivers, and case studies.

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From Digital Noise to Physical Signal

As AI disrupts digital advertising effectiveness, the shift toward companies producing physical, real‑world media allows POC and in‑pharmacy channels to:

  • Remain insulated from algorithmic disintermediation, fraud, and declining click‑through
  • Deliver unavoidable, in‑person engagement in brand‑safe settings
  • Function as durable complements to increasingly volatile digital media

Capital Follows Credibility

Heightened scrutiny around advertising effectiveness is reshaping pharma media allocation, with spend increasingly concentrating on channels that demonstrate:

  • Continued share gains within overall pharma advertising budgets
  • Stronger performance from education‑led formats versus interruption‑based advertising
  • Measurement directly tied to prescriptions, consultations, and purchases

Influence at Points of Care

Because healthcare decisions are often formed inside physical care settings, POC media benefits from dynamics that drive:

  • High intent and dwell time, resulting in superior recall and action
  • Strong patient receptivity to health education in clinical environments
  • Frequent provider discussions and measurable follow‑on behavior

Case Studies & Success Stories

In-pharmacy advertising delivers value across formats:

  • More than half of US adult respondents valued information received through on-premise ads
  • Major brands have seen lifts in sales and brand consideration through in-pharmacy and on-premise media campaigns
  • For example, a leading healthcare brand saw a 76% lift in current sales and a 72% lift in future sales by running a multi-month media campaign on-premise in a major retailer

Growth Opportunities

Favorable industry structure, combined with demonstrated campaign outcomes, supports a sustained growth outlook driven by:

  • In‑pharmacy media remaining a small share of total retail ad spend
  • Programmatic DOOH adoption improving efficiency and buyer access
  • Repeatable performance across categories and formats, supported by case studies

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