An industry research collaboration between Point of Care Marketing Association, Trinity, Syneractiv and MedFuse.
POC Marketing is Being Systematically Undervalued
Point of Care marketing now represents over $1 billion in annual U.S. healthcare advertising spend—yet most Marketing Mix Models (MMM) are measuring it wrong. The culprit? Binary “on/off” indicators that treat a small practice seeing 65 patients per day the same as a large practice seeing 250+. This oversimplification creates systematic bias: high-traffic environments are dramatically undervalued while low-traffic ones are overvalued, leading to misallocated budgets and eroded confidence in POC as a channel.
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