The Point of Care Marketing Association (POCMA) and MedFuse have released results of a study designed to affirm what they believe to be the increasing reach of point-of-care marketing. 

According to the organizations, 80% of Rx patients are treated by a healthcare provider whose office displays point-of-care media. Similarly, 75% of prescriptions are written by providers with POC media.

“It’s thrilling to see the data MedFuse has provided, which gives tangible numbers to the great benefit POC provides to marketers,” said POCMA executive director Nicole Divinagracia in a statement. “This data proves that point-of-care partners can provide meaningful reach for brands at the point of care.”

For the study, 10 POCMA members shared lists of HCPs in their networks, which MedFuse then matched against its real-world data from July 2021 to June 2022. According to the statement, the analysis covered 230 million patients from medical claims and 250 million patients from prescription claims, representing 2.2 billion prescriptions and 3 billion medical claims.

“From prior work in the space, we knew POC had strong reach. Now, having quantified the breadth of that reach, POC should no longer be thought of as a niche tactic,” said MedFuse chief strategy officer Eric Talbot in the statement. “These findings demonstrate the valuable reach POC can provide for advertisers.”