In healthcare marketing, timing is everything. The moment a patient or caregiver is sitting in a waiting room or visiting a pharmacy is a critical window. When attention is focused, decisions are pending, and information is welcomed. That’s why point-of-care (POC) advertising is one of the most effective forms of OOH advertising in the healthcare space.
At The OOH Squad, we understand the importance of precision and impact in every campaign. With over 100 years of combined experience in non-traditional OOH marketing, our expert team executes complex POC campaigns that connect your message with the right audience, in the right place, at the right time. From local physician offices to national pharmacy networks, we ensure every detail is accounted for—from printing to placement to performance tracking.
What Is Point-of-Care Advertising?
Point-of-care advertising refers to placing targeted healthcare-related messages in environments where patients, caregivers, or medical professionals are present and engaged. This can include:
- Doctor’s offices and exam rooms
- Waiting rooms and lobbies
- Pharmacies and retail clinics
- Diagnostic labs and urgent care centers
- Hospital systems and outpatient facilities
Formats range from posters, brochures, and digital screens to branded educational materials, counter mats, and wall signage. What makes this form of OOH advertising so powerful is its ability to deliver relevant information at a moment of heightened attention—often just before key medical conversations or purchasing decisions.
Why Point-of-Care Advertising Works
1. Contextual Relevance at Decision-Making Moments
Patients in a healthcare setting are more likely to be thinking about their health, treatments, or lifestyle changes. This context makes them far more receptive to informative or solution-based messaging, especially when it aligns with their immediate concerns.
2. Extended Dwell Time and High Engagement
In waiting rooms, the average dwell time can range from 20 to 45 minutes. With limited distractions, educational and branded materials are more likely to be seen, read, and retained.
3. Trusted Environment
Advertising within medical settings carries a higher level of perceived credibility. When messaging appears alongside healthcare professionals or resources, it’s often viewed as more trustworthy and informative.
4. Influence Purchase Behavior
Whether it’s a prescription product, OTC medication, wellness brand, or insurance service, point-of-care placements can directly influence a patient’s next step—whether it’s asking their doctor a question or picking up a product at the pharmacy.
When Should You Use Point-of-Care Advertising?
POC advertising is ideal for any brand or organization operating in or adjacent to the healthcare space, including:
- Pharmaceutical and biotech companies
- OTC and wellness product brands
- Health insurance providers
- Medical device manufacturers
- Nonprofits running awareness campaigns
- Retail pharmacies and health clinics
It’s especially effective when launching new products, promoting patient education, or supporting broader OOH marketing efforts targeting health-conscious audiences.
Why Choose The OOH Squad?
While many OOH advertising agencies offer basic POC placements, The OOH Squad delivers turnkey execution with unmatched attention to detail. Our in-house team includes experts in campaign logistics, creative design, and healthcare compliance—ensuring your point-of-care campaign is both powerful and precise.
Here’s what sets us apart:
- Strategic Targeting: We help you reach the exact demographics or regions that matter most to your brand—whether that’s urban pharmacies or suburban family clinics.
- Custom Creative Execution: Our design team develops educational, compliant messaging that resonates with patients and providers alike.
- Full-Service Logistics: We handle production, shipping, and on-site placement with precision and speed.
- Scalable Solutions: Whether you need 50 local placements or 5,000 nationwide, we manage campaigns of any size.
- Performance Tracking: We provide campaign insights and can coordinate feedback mechanisms to help gauge patient engagement.
As a full-service partner, The OOH Squad does more than promote your brand in healthcare spaces—we help you influence behavior at the point of impact.
FAQ: Point-of-Care Advertising
Q: What’s the typical duration of a POC advertising campaign?
A: Most campaigns run in 4–12 week cycles, but timing can be adjusted based on seasonality, product launches, or patient engagement windows.
Q: Are there regulations around healthcare messaging?
A: Yes. Our team ensures all messaging adheres to industry guidelines and venue-specific compliance requirements. We’re well-versed in handling healthcare creative with sensitivity and accuracy.
Q: Can I target specific health conditions or specialties?
A: Absolutely. Based on your audience profile, we can place your ads in dermatology clinics, pediatric offices, OB/GYN practices, and more.
Q: Is point-of-care only for large pharmaceutical companies?
A: Not at all. Point-of-care placements can benefit wellness brands, regional health plans, non-profits, and even lifestyle brands with a health-oriented message.
Final Thoughts
When it comes to OOH advertising, few strategies offer the precision, relevance, and influence of point-of-care media. It’s where timing, trust, and messaging converge—making it a must-use channel for any brand looking to engage patients and healthcare providers in meaningful ways.
At The OOH Squad, we don’t just place ads—we create smart, compliant, and creative campaigns that perform. Whether you’re promoting a new treatment or raising awareness around a health initiative, our point-of-care advertising solutions help your message make the right impact, in the right moment.
Ready to reach your audience at the point of care? Contact The OOH Squad today to launch your campaign with confidence.