Traditional HCP advertising channels are softening as budgets shift to point-of-care (POC) marketing, which aligns with clinical decision-making and patient engagement during active care2.
POC is redefining healthcare engagement by prioritizing relevance at decision moments, integrating early into omnichannel strategies rather than as an add-on2.
Healthcare brands in 2026 must embed POC in campaign planning, design content for clinical environments to support conversations, and balance digital/in-office formats for patients and clinicians2.
Patients prefer trusted doctors over AI (88% favor info from doctors, only 19% trust AI for diagnosis), emphasizing tech to support clinicians, not replace them1.
Trends highlight moving beyond outdated awareness metrics to measurable engagement, with POC reinforcing messaging at critical points2.
Sources:
1. https://patientpoint.com/blog/patient-provider-engagement-trends-2026/
2. https://www.healthmonitornetwork.com/2026-point-of-care-outlook-the-channel-redefining-healthcare-engagement/