GoodHealthTV® delivers innovative Point of Care (PoC) advertising solutions designed to reach Indigenous audiences in healthcare settings. With culturally relevant, strategically placed content, we help federal, state, non-profit companies, and public health agencies engage communities where health decisions happen. Read more to learn about what Point of Care advertising is, why it’s important, and how you can reach your audience more effectively.
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What is Point of Care Advertising?
Point of Care refers to the exact moment and place where patients receive medical attention or healthcare services; at a clinic, pharmacy, hospital, or telehealth visit. This is where health decisions are made, questions are asked, diagnoses are discussed, and treatment plans are formed.
Point of Care Advertising is a strategic marketing approach that leverages the unique decision rich environments at the PoC to deliver relevant health messages directly to both patients and providers. It includes any form of communication such as digital signs, printed materials, and electronic health records (EHR) banner messages, which appear in or around a healthcare setting.
The goal of PoC advertising is to connect people where and while they are actively thinking about their health. This maximizes attention, relevance, and action. Whether it’s a patient waiting to be seen or a caregiver reading a brochure in the lobby, PoC advertising places messages front and center during all moments of the healthcare journey.
Also known as PoC marketing or PoC campaigns, this strategy is especially effective for public health initiatives, clinical services, and health education efforts because it brings messaging into a real world clinical context where people are more likely to trust, absorb, and act on what they see.
In short, Point of Care Advertising bridges the gap between awareness and action by delivering timely trusted communication at the heart of the healthcare experience.
Why Point of Care Advertising Matters
PoC advertising is one of the fastest growing and most impactful sectors in healthcare marketing and for good reason. As federal, state, non-profit, healthcare organizations, and public health agencies seek more meaningful ways to reach patients, PoC offers a unique opportunity to connect with people. Here’s why Point of Care advertising is a powerful tool for health communication and outreach:
Hover over the icons on the infographic below to see why Point of Care advertising is a powerful tool for health communication and outreach.
Here’s why Point of Care advertising is a powerful tool for health communication and outreach:
Spending on Point of Care advertising has surged to over $800 million annually, a 171% increase from 2019 to 2023.
According to the Point of Care Marketing Association:
- 68% of patients exposed to POC marketing requested a specific medication
- 84% said they were more likely to inquire about a product or service they saw at a healthcare facility
- 87% of patients and caregivers noticed TV content while in a hospital or clinic
- 55% intended to become more proactive in managing their health after seeing messaging at hospital
PoC environments have naturally segmented audiences, engaged audiences. According to a 2020-2021 GoodHealthTV® survey, 56% of patients reported waiting 1 to 2 hours for their appointments, time during which they are attentive and receptive to new information.
PoC advertising benefits from the credibility of its setting in healthcare, according to the Point of Care Marketing Association.
- 85% of Americans rate nurses as having high honesty and ethics
- 68% of adults value information in the doctor’s office
- 65% consider waiting room materials are among the most credible sources of healthcare information
Point of Care outreach doesn’t just inform, it inspires behavior:
- 84% more likely to ask their doctor about an ad they saw
PoC advertising performs even better when integrated with broader media strategies. Studies show that multi-channel campaigns that include Point of Care consistently outperform single-channel efforts.
Why does it work so well? It’s simple: patients are already in a mindset of trust and focus, and they can often act on the information right away, such as asking a doctor or making an appointment.
Who Can You Reach with PoC Advertising?
One of the greatest strengths of PoC advertising is its ability to engage diverse and relevant audiences at a time when they are most receptive to health information. Here are some audiences you can reach:
- Medical Facility Visitors – waiting rooms, hospital lobbies, pharmacies, and clinics are natural gathering points for people seeking care or accompanying loved ones. PoC advertising allows you to share information about local services and community resources, highlight programs or events, and guide visitors to trusted educational websites or support services.
- Caregivers – whether family members or professional aides reaching caregivers helps you to offer resources that make caregiving easier, share information about support tools and educational content.
- Families – Families frequently make health decisions together and with PoC advertising you can promote preventive care, provide family health tips, and highlight health resources for all ages
- Healthcare Professionals – PoC advertising is equally valuable for influencing healthcare professionals; they can increase awareness of new treatments, reinforce continuing education, and influence recommendations.
Examples of Point of Care Advertising
There are many ways to deliver PoC ads effectively. From traditional printed materials to digital solutions, these examples show how versatile PoC advertising can be:
- Print & Digital Displays in waiting rooms and lobbies
- Printed Materials such as brochures, posters, and flyers
- Electronic Health Record (EHR) banner messaging
- Telehealth pop-ups
- Pharmacy inserts and Copay Cards
- Post Visit Patient Follow Ups
- Interactive Kiosks and Touchscreens
Point of Care Advertising in Action
Here’s one standout of PoC advertising’s effectiveness from a culturally tailored public health campaign in North Dakota:
The North Dakota Department of Health’s Women’s Way program, which focuses on increasing breast and cervical cancer screenings, integrated GoodHealthTV® into its outreach strategy to connect directly with Native American women at the point of care. The result?
- 18.37% increase in cancer screenings among Native American women in the first year
- 24.14% increase in the second year
- Continued growth in new and re-enrollments up to 50% in later years
By reaching women where they were already focused on their health, Women’s Way turned awareness into measurable action.
Ready to Launch Your Point of Care Advertising Campaign?
If you’re looking to reach Native American and Indigenous communities with high impact, culturally relevant messaging, point of care advertising with Native Reach™ and GoodHealthTV® is your next best move.
Explore our solutions and discover how we can help you connect where it counts.