Point-of-care marketing shoots past DTC as pharma's latest marketing trend

Point-of-care (POC) marketing is quickly surpassing direct-to-consumer advertising as pharma marketing's latest trend. A new study by ZS Associates found that consumer-focused POC marketing spend has shot up 10% annually since 2010 to $400 million this year, nearly 8 times the growth of DTC spending during the same period. More from FiercePharmaMarketing