One of the most consistent themes throughout the summit was the growing importance of the patient–HCP interaction as the most valuable moment in the journey.

Discussions around AI and Next Best Engagement (NBE) were grounded in activation. The focus has shifted toward how brands can meaningfully engage before and after the visit, while recognizing that the clinical encounter itself remains the anchor.

This reframing is important. It moves strategy away from fragmented touchpoints and toward a more cohesive, experience-driven model.

If there was one area that has fully transitioned from optional to essential, it’s EHR.

The summit reinforced that the point of prescribing is the point of decision, making EHR integration one of the most powerful levers for both HCP and patient engagement. More than just access, it’s about alignment. Messaging, data, and timing must work in tandem with real clinical workflows.

When connected effectively, EHR doesn’t just support campaigns. It enables retargeting strategies that are not only more precise but can amplify brand messaging at critical decision-making moments.

A standout moment came from the physician panel moderated by Richard Springham, Founder & CEO of solli, which offered a grounded reminder: none of this works if it adds friction to care.

Clinicians are not looking for more noise; they’re looking for better communication tools. Point-of-care media should integrate seamlessly into existing workflows rather than compete for attention.

The most effective strategies will be those that enhance clarity between physician and patient, not complicate it.

Another notable shift is the rise of pharmacy in-store and retail media.

Solomon Partners noted that retail media, including platforms such as Walmart, is now surpassing traditional channels like network television. This isn’t just a trend; it’s a reallocation of attention. As healthcare continues to intersect with everyday environments, the lines between media, commerce, and care become increasingly blurred.

For brands still anchored in legacy media strategies, this data signals a need for recalibration.

With increased investment comes increased scrutiny, and measurement is finally rising to the occasion.

There was a strong emphasis on media mix modeling and more rigorous ROI frameworks, with the Point of Care Marketing Association prioritizing this as a key focus for 2026.

The implication is clear: As point-of-care matures, so must the methodologies used to evaluate it. Precision in targeting must be matched by precision in measurement.