Point-of-Care Isn’t a Marketing Tactic—It’s a Gross-to-Net Strategy

Sponsored by ConnectiveRx

In this discussion, Lisa Prowker and Chris Dowd of ConnectiveRx explore how point-of-care messaging is increasingly being used as a key driver of commercial effectiveness for pharmaceutical brands. As the healthcare ecosystem becomes more complex, they explain how delivering timely, relevant information at the moment of prescribing or dispensing can help brands more effectively reach healthcare providers, support patient understanding, and influence access and affordability decisions that contribute to gross-to-net performance.

Prowker and Dowd emphasize that leading organizations are moving beyond treating point-of-care engagement as a tactical add-on, instead incorporating it as a strategic component of commercialization efforts. A key driver of this shift is the growing ability to measure impact more precisely—particularly within EHR channels. Prowker also highlights a distinct advantage of the EHR channel: access to physician-level data (PLD). Unlike traditional media, every dollar can be measured at the prescriber level using test-and-control methodology—with meaningful results in as little as a quarter and the ability to optimize on the fly. When paired with patient support services and copay programs, this data-driven approach enables a more coordinated experience and is often associated with improvements in first-fill rates and therapy continuity.

The conversation also highlights point-of-care engagement as an important link between access-focused investments and prescription outcomes. Without effective communication at the pharmacy and provider level, even well-designed support programs may not achieve their full impact. Strengthening this connection can help brands better position their investments to support patient access and ongoing treatment.

Learn more about point-of-care as revenue protection here.