The Point of Care Marketing Association

What The Point of Care Marketing Association does

The Point of Care Marketing Association (POCMA) is a nonprofit trade association founded in 2015 (evolved from POC3, co-founded by Mike Collette) and headquartered in Washington, DC (2000 Pennsylvania Ave, NW Suite 3000), with operational presence in New York. Its purpose is to advance the point-of-care (POC) marketing channel — defined as media delivered to patients, caregivers, and healthcare professionals in physician offices, pharmacies, telehealth sessions, and other care settings — by setting industry standards, growing the channel, and convening its stakeholders. POCMA serves four primary member segments: life sciences/pharmaceutical brands (e.g., Novartis, Pfizer, Bristol Myers Squibb), healthcare marketing agencies (e.g., PHM, CMI Media Group, Havas Media Group), POC media and technology providers (e.g., PatientPoint, WebMD, Doximity, Phreesia, DeepIntent), and healthcare nonprofits/patient advocacy groups (American Cancer Society, Cancer Support Community, Family Reach). At the time of analysis, the association reports 50+ member companies following roughly 25–30% net membership growth over the prior 12 months and is governed by a Board of Directors with 22 executive members; staff consists of President Nicole Divinagracia and outside General Counsel Mason Weeda (OFW Law).

POCMA's product surface is composed of standards, community, and educational assets rather than proprietary technology. The flagship operational tools are the POC Product Finder (a filterable online directory of POC media companies by format, setting, and audience), the POC Academy (a micro-learning platform delivering 5–8 minute expert-authored modules), the POCMA Certification seal program (third-party network and campaign audits under the association's Verification & Validation Guidelines), the annual POC NOW Summit, the Candid Conversations dialogue series, and a Resources & Insights content hub. The channel it represents — POC media revenue among reporting members — surpassed $1B in 2024 (+16% YoY) and is projected to exceed $1.2B in 2025, spanning 13+ tactical formats from in-office digital walls to EHR-integrated messaging, pharmacy media, and telehealth.

POCMA's revenue mechanics are typical of a member-driven trade body: annual membership dues (multiple tiers for pharma, agencies, media/tech, and nonprofit members, pricing not publicly disclosed), supplemented by event registration and sponsorship revenue from POC NOW Summit and Candid Conversations, plus certification audit fees. The association reinvests these funds into standards development (V&V Guidelines), research publications (e.g., the '$1 Billion Conversation' market report), advocacy (Washington DC policy engagement and Capitol Hill activity), and member programming. As a 501(c)-style nonprofit, POCMA is not capitalized via traditional funding rounds, has no parent company, and is governed by member-company executives serving on the Board; leadership transitioned in March 2026 with Wills Robbins (Founder/CEO, Constant Media) nominated to succeed Linda Ruschau as Co-Chair alongside continuing Co-Chair Dave Paragamian (CEO, Health Monitor).

Name

The Point of Care Marketing Association

Legal name

Point of Care Marketing Association

Website

https://pocmarketing.org

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

The Point of Care Marketing Association (POCMA) is a Washington, DC-based nonprofit trade association that convenes 50+ pharmaceutical advertisers, healthcare agencies, POC media operators, technology providers, and patient nonprofits to set channel standards (V&V Guidelines), certify media partners, and grow point-of-care marketing.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Membership Dues: POCMA generates revenue through annual membership dues paid by pharmaceutical companies, agencies, POC media companies, technology providers, and healthcare nonprofits. The association offers different membership tiers (detailed on the membership page). Revenue is reinvested into industry standards development, events, research publications, certification programs, and advocacy initiatives.
2. Events and Sponsorships: Revenue is generated through event registration fees and sponsorships for POCMA-hosted events including the POC NOW Summit and the Candid Conversations dialogue series. Events are exclusive and limited seating, with sponsorship opportunities for member companies.
3. Certification Program: POCMA offers a certification seal program for POC media products, providing third-party audit assurance to advertisers. Certified products undergo network audits and campaign audits verifying delivery against contracted metrics. This program supports member companies' credibility while generating modest association revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

POCMA is a nonprofit trade association that convenes stakeholders in the U.S. point-of-care (POC) marketing channel. It sells membership services to pharmaceutical companies, healthcare marketing agencies, POC media companies, technology providers, and healthcare nonprofits, and delivers industry standards (Verification & Validation Guidelines), a certification program with third-party audits, the POC Product Finder directory, the POC Academy micro-learning platform, the POC NOW Summit, the Candid Conversations dialogue series, and original research and eBooks for healthcare marketers.

Product overview

The Point of Care Marketing Association (POCMA) operates as a membership-based trade organization rather than a single product company. Its offerings include the POC Product Finder tool for comparing POC ecosystem offerings, the POC Academy micro-learning platform for marketer education, the POCMA Certification program for validating media partner compliance, the Candid Conversations event series for industry dialogue, the annual POC Now Summit for thought leadership, and a Resources & Insights content hub. These products and programs collectively support the association's mission to establish industry standards, grow the POC channel, connect the community, and educate healthcare marketers.

Differentiator

Problem solved

Functional benefit

Products and services

• POC Product Finder A newly redesigned, filterable digital directory on pocmarketing.org that allows healthcare marketers to search and compare POC media companies and their offerings by format, setting, and target audience, streamlining partner and tactic selection.
• POC Academy POCMA's micro-learning platform designed for healthcare marketers, offering 5–8 minute educational sessions built by industry experts to develop POC marketing skills.
• POCMA Certification A certification program that assures media partners adhere to rigorous third-party audits, covering both network audits and campaign audits to verify presence, functionality, and contracted metric delivery.
• Candid Conversations An exclusive dialogue series with limited seating that facilitates open, structured discussions among stakeholders and leading experts in the POC industry, providing a venue to share challenges, insights, and solutions.
• POC Now Summit POCMA's annual summit bringing together healthcare professionals, pharmaceutical marketers, media leaders, and industry experts to discuss the evolution of Point of Care marketing (e.g., 2026 event held at Pier Sixty, New York City).
• Resources & Insights A comprehensive content hub providing curated insights, timely research, reports, eBooks, blogs, and event updates for healthcare marketing leaders covering Point of Care topics and industry developments.

Quantifiable outcome

• POC revenue surpassing $1 billion in 2024 (16% growth vs. 2023)
• +11 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

44 partnerships are on record, tiered core and minor.

• Alliance for Audited Media (AAM)coreStrategic or Co-development PartnerAAM is a leader in digital and print media verification with expertise across web, mobile, print, and point-of-care platforms. AAM helps establish trust between POC media companies and advertisers by providing cost-effective, impartial assessments of marketing ecosystems and working with leaders to set standards and best practices that bring greater transparency to the industry. As POC media evolves, AAM remains committed to ensuring assurance solutions meet industry needs with the highest levels of transparency and trust.
• American Cancer SocietycoreStrategic or Co-development PartnerThe American Cancer Society is a member of POCMA. Membership supports the organization's mission to deliver trusted, evidence-based cancer information to patients, caregivers, and care teams at the moments that matter most. Collaboration with POCMA strengthens the Society's ability to drive awareness, inspire action, encourage prevention, and improve the lives of people with cancer and their families.
• Cancer Support Community (CSC)coreStrategic or Co-development PartnerCSC is a global nonprofit network of 196 locations providing free personalized cancer support. The organization is a POCMA member and believes that community is stronger than cancer. It connects to POCMA to represent the patient voice, support patients at the point of care, and reach over 725,000 patients, caregivers, and providers annually through digital assets.
• Family ReachminorStrategic or Co-development PartnerFamily Reach is a national nonprofit focused on removing financial barriers that accompany a cancer diagnosis. As a POCMA member, it participates to extend its reach and ensure patients receive financial support information at the point of care.
• DeepIntentcoreStrategic or Co-development PartnerDeepIntent is a healthcare demand-side platform (DSP) purpose-built to help marketers plan, activate, and optimize data-driven campaigns. As a POCMA member, it champions initiatives that deliver measurable impact, elevate in-office conversations, and drive better health outcomes on behalf of clients.
• Havas Media GroupcoreStrategic or Co-development PartnerHavas Media Group (HMG) is a media experience agency and part of Havas Group (Vivendi). POCMA membership helps HMG maintain a finger on the pulse of the POC environment and contribute to shaping the vision for how the industry can move forward. HMG has partnered with POCMA to stay current with POC's proven educational role and pandemic-era importance.
• PHM (Precision Health Media)coreStrategic or Co-development PartnerPHM is the leading health media agency in the US. POCMA membership helps PHM continue growing and advancing the POC channel. PHM's internal workstreams align with POCMA's efforts, and joining forces helps move the industry forward.
• CMI Media GroupcoreStrategic or Co-development PartnerCMI Media Group, a WPP company, is a full-service media agency focused on health, wellness, and pharmaceutical marketing. POCMA membership enables CMI to collaborate with other leaders to drive awareness of the POC channel that delivers superior value to brand partners.
• CompasminorStrategic or Co-development PartnerCompas partners with leading media providers and innovators across all channels to position them for success. As a NMSDC-certified minority-owned business, Compas leverages POCMA membership to advocate for standards in the POC channel and help clients generate diverse spend.
• DocereecoreStrategic or Co-development PartnerDoceree is the first global network of HCP-only platforms for programmatic messaging. As a POCMA member, Doceree aims to bring standardization to HCP messaging on POC channels, educate marketers on industry best practices, and evolve the POC ecosystem with transparency and effectiveness.
• PatientPointcoreStrategic or Co-development PartnerPatientPoint is a leading digital health company connecting patients, providers, and life sciences companies at the point of care. As a founding member company of POCMA, PatientPoint is committed to partnering with industry leaders to drive collaboration and awareness of the POC channel.
• Health Monitor NetworkcoreStrategic or Co-development PartnerHealth Monitor is a nationally recognized targeted healthcare marketing platform for the pharma/OTC industry with the largest proprietary physician office network (over 200,000 offices). As a founding member of POCMA, Health Monitor is committed to education, transparent reporting, and sharing innovative ways of reaching patients.
• Constant MediacoreStrategic or Co-development PartnerConstant Media is a leading provider of point-of-care media founded in 2011, providing award-winning patient education programs that improve the patient/caregiver dialogue and health outcomes. As a POCMA member, it participates in collective thinking to find solutions in partnership with industry peers.
• MesmerizecoreStrategic or Co-development PartnerMesmerize is a prominent media company specializing in patient education at the point of care, providing digital and static wallboards, literature distribution, and branded medical essentials. POCMA membership reflects its commitment to driving growth for the channel by defining and implementing industry best practices.
• OptimizeRxcoreStrategic or Co-development PartnerOptimizeRx provides health technology connecting life sciences organizations, HCPs, and patients at critical junctures throughout the patient care journey. As a POCMA member, it participates in the consortium focused on nurturing the POC space as a productive and valuable outlet to engage patients and providers.
• InStep HealthcoreStrategic or Co-development PartnerInStep Health is the most advanced healthcare communications network delivering vital information at key moments of the healthcare journey. As a POCMA member, it collaborates with industry executives and thought leaders to define standards and measurement practices for point of care.
• Formedics LLC (Physician's Weekly, Figure 1)coreStrategic or Co-development PartnerFormedics is a healthcare media company with an HCP engagement and marketing platform leveraging AI-driven data insights, extensive reach, and distinctive channels to deliver impactful engagement. As a POCMA member, it is committed to collaboration, shared standards, and strengthening the POC ecosystem.
• PhreesiacoreStrategic or Co-development PartnerPhreesia empowers life sciences companies to connect meaningfully with clinically relevant patients through targeted health content. POCMA membership helps Phreesia establish trust with advertisers and provides a platform to advocate for the importance of engaging and activating patients in healthcare decision-making.
• DoximitycoreStrategic or Co-development PartnerDoximity is an online networking service for medical professionals and a leader in the POC sector, providing HCPs with essential digital tools. As a POCMA member, it supports initiatives that advance industry standards and promote innovative, results-driven approaches.
• WebMDcoreStrategic or Co-development PartnerWebMD Point of Care reaches over 500,000 HCPs across 300,000+ doctor offices and 2,000 hospitals. As a POCMA member, WebMD participates as a forum for POC and industry thought leaders to convene, collaborate, and drive growth of the channel.
• CheckedUpcoreStrategic or Co-development PartnerCheckedUp is a physician-founded digital patient education company and the nation's largest 100% digital, specialty-focused POC network. As a POCMA member, it contributes to the industry's future as part of the trade organization's nexus of thought leaders.
• Infillion Catalina / CatalinaRxcoreStrategic or Co-development PartnerCatalina is a market leader in shopper intelligence and targeted in-store and digital media. POCMA membership allows CatalinaRx to collaborate with leaders committed to advancing the POC ecosystem, extending secure, privacy-first marketing into retail pharmacy for pharmaceutical advertisers.
• ConnectiveRxcoreStrategic or Co-development PartnerConnectiveRx cuts through red tape for patients to create access to medications through hub services, point-of-care affordability, and copay programs. As a POCMA member, it participates in collective thinking to create a trusted third party that offers guidance to the industry.
• PRN (STRATACACHE)coreStrategic or Co-development PartnerPRN delivers end-to-end solutions providing hardware, software, services, and support driving content to 40,000+ screens in 13,000+ locations. As a POCMA member, it contributes to the success and growth of the industry by driving standardization and proving value in pharmacy and medical lab settings.
• CVIEWminorStrategic or Co-development PartnerCVIEW is a national POC media network deployed in high-traffic health clinics. Membership reflects its commitment to advancing responsible, patient-first communication and upholding the highest standards for health and wellness information delivery in clinical settings.
• Coverwrap CommunicationsminorStrategic or Co-development PartnerCoverwrap Communications is a leading provider of POC magazine coverwrap and condition guide advertising. POCMA membership is seen as an important investment to protect the channel's future and its ability to advance healthcare and better health outcomes.
• OpenEvidencecoreStrategic or Co-development PartnerOpenEvidence is the fastest-growing and most widely-used clinical decision support platform in the US, trusted by hundreds of thousands of verified HCPs. As a POCMA member, it brings trusted, evidence-based information directly into clinicians' hands at the point of care.
• PharmaVision TVminorStrategic or Co-development PartnerPharmaVision TV is the nation's leading pharmacy POC in-store media network with 2,000+ locations and 11 million daily views. As a POCMA member, it invests in the partnership to grow customer experience and learn from the organization's research and network.
• Terraboost MediaminorStrategic or Co-development PartnerTerraboost Media has built a network of 88K+ wellness billboards at the point of care. As a POCMA member, it is committed to amplifying awareness and educating brand marketers about the pharmacy's critical role in the patient health journey.
• PlaceBased MediaminorStrategic or Co-development PartnerPlaceBased Media is a national OOH and DOOH advertising network specializing in point-of-care environments. As a POCMA member, it collaborates to shape, strengthen, and raise the visibility of the POC landscape in alignment with pharma marketer goals.
• Populus Health TechnologiescoreStrategic or Co-development PartnerPopulus Health Technologies provides pharmaceutical brands and agencies with targeted virtual care media network solutions. As a POCMA member, it recognizes the changing landscape of where patients receive care and contributes to the organization's initiatives.
• PulsePointcoreStrategic or Co-development PartnerPulsePoint is a leading technology company using real-world data to optimize campaign performance and revolutionize health decision-making. As a POCMA member, it collaborates with key thought leaders on POC as an important topic and aligns to industry guidelines.
• RXNT Media GroupminorStrategic or Co-development PartnerRXNT Media Group delivers POC messaging directly to HCPs through the EHR workflow. As a POCMA member, it aligns with the vision of enhancing HCP awareness through dynamic POC marketing channels and explores new partnerships and business opportunities.
• Relevate HealthcoreStrategic or Co-development PartnerRelevate Health is an omnichannel healthcare marketing expert delivering data-driven engagement for targeted healthcare audiences. As a POCMA member, it recognizes POC as the heart of healthcare where diagnoses are determined, treatments are initiated, and patient education begins.
• Targeted Media Health (Meredith)coreStrategic or Co-development PartnerTargeted Media Health (TMH), powered by Meredith, provides comprehensive POC solutions including precise audience targeting and measurable brand lift. As a POCMA member, it is a leader in advocating for POC as an effective marketing channel.
• U360 MedicalminorStrategic or Co-development PartnerU360 Medical creates content that educates, reassures, and empowers patients and HCPs. As a POCMA member, it believes custom POC content increases engagement and leads to better outcomes for patients, providers, and brands.
• VeradigmcoreStrategic or Co-development PartnerVeradigm is a healthcare technology company driving value through platforms, data, expertise, connectivity, and scale. As a POCMA member, it contributes to the establishment of industry best practices and building connections with other POC industry leaders.
• Nimble (a Swoop company)minorStrategic or Co-development PartnerNimble enables independent and regional pharmacies to deliver the best possible care through modernized pharmacy workflows. As a POCMA member, it participates to contribute to the evolving POC ecosystem.
• Office AllycoreStrategic or Co-development PartnerOffice Ally is a leading provider of healthcare technology solutions offering products for administrative workflows and revenue cycle management. As a POCMA member providing media at the POC, it is committed to building connections with other POC businesses and adhering to industry standards.
• MedFusecoreStrategic or Co-development PartnerMedFuse is an industry-leading healthcare data technology company with the most complete real-world healthcare data, relied upon by top 50 pharma advertisers and major POC platforms. As a POCMA member, it helps move healthcare advertisers from impressions to impact and measurable ROI.
• Flora ManagementminorStrategic or Co-development PartnerFlora Management is a consultancy specializing in Health IT solutions tailored for the media industry. POCMA membership is crucial for staying at the forefront of industry innovation and accessing the latest research and trends for delivering impactful solutions.
• HealthCentralminorStrategic or Co-development PartnerHealthCentral is the leading digital health platform serving patients, caregivers, and HCPs navigating serious and chronic conditions. As a POCMA member, it collaborates to shape, strengthen, and raise the visibility of the POC landscape in alignment with pharma marketer goals.
• Rapport (Omnicom)minorStrategic or Co-development PartnerRapport is a global out-of-home media agency with healthcare expertise providing a holistic approach to the journey of care. As a POCMA member, it ensures all facets of the business are properly represented and prioritizes efficiency and accountability in and outside the point of care.
• LabcorpcoreStrategic or Co-development PartnerLabcorp is a leading global life sciences company with more than 80,000 employees serving clients in more than 100 countries. As a POCMA member, it advances POC marketing, empowering patients to make clearer, more confident decisions for critical healthcare choices.

Scale indicators13 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• 4A's (American Association of Advertising Agencies): The 4A's is the leading US trade association for advertising agencies, setting industry standards and providing member services. It is comparable to POCMA as a larger, agency-focused industry body, but operates across all verticals rather than specializing in point-of-care healthcare marketing.
• Interactive Advertising Bureau (IAB): IAB is the principal trade association for digital advertising, developing standards, conducting research, and running industry events. It is comparable to POCMA as a channel-defining standards and membership organization, but for digital advertising broadly rather than for point-of-care marketing specifically.
• Association of National Advertisers (ANA): The ANA is the broadest US advertiser-side trade association, representing brand marketers across industries and providing research, events, and thought leadership. It is comparable to POCMA as a membership-based industry body serving marketers, but at much larger scale and across all verticals.
• Advertising Research Foundation (ARF): ARF is a research-focused industry body producing measurement, effectiveness, and audience research for advertisers and agencies. It is comparable to POCMA as an association producing channel-effectiveness research and standards, though ARF operates across all advertising verticals.
• Digital Advertising Alliance (DAA): The DAA is a self-regulatory body setting cross-industry standards for digital advertising privacy and accountability. It is comparable to POCMA as a standards-setting organization for the advertising ecosystem, though DAA's scope is cross-vertical privacy self-regulation.

Direct peers

• Coalition for Healthcare Communication: The Coalition for Healthcare Communication is a healthcare advertising and communications industry group focused on policy and self-regulation. It is comparable to POCMA as a healthcare-marketing-focused association advocating for the industry's interests with policymakers.
• Digital Health Coalition: Digital Health Coalition is a trade group advancing digital health marketing, including HCP and DTC digital channels. It is comparable to POCMA as a healthcare-marketing-focused association providing research, events, and best-practice guidance to advertisers, agencies, and media companies.
• DTC Perspectives: DTC Perspectives is an events- and content-driven community focused on direct-to-consumer pharmaceutical marketing, including channel strategy and point-of-care. Like POCMA, it convenes pharma marketers, agencies, and media companies around a specific pharma-marketing sub-channel.
• Association of Medical Media (AMM): AMM is a trade association for medical publishing and media companies, providing industry data, networking, and standards. It is comparable to POCMA as a healthcare media-focused membership association, though its traditional focus is on clinical/medical journal publishing rather than point-of-care advertising.

Emerging players

• Medical Marketing & Media (MM+M): MM+M is the leading media brand covering healthcare marketing, producing research, awards (MM+M Awards), and events. It is comparable to POCMA as a healthcare-marketing content and community organization, though it operates more as a media outlet than a member-driven trade association.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/point-of-care-marketing-association
• Instagraminstagram.com/pocma_
• Xx.com/POCMarketing1

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Point of Care Marketing Association