From Waiting Room to Prescription: How DOOH Transforms Pharma Engagement

Healthcare marketing is unlike any other category. It’s not just about promoting a product — it’s about trust, credibility, and timing. Pharmaceutical brands know their audiences are not casual shoppers; they’re patients, caregivers, and healthcare professionals who are looking for information that truly matters. Yet, traditional marketing channels often fall short. Social feeds are saturated, digital ads face growing privacy restrictions, and even TV struggles to deliver measurable impact.

That’s why Digital Out-of-Home (DOOH) at the Point of Care (POC) has quickly emerged as one of the fastest-growing channels for pharma. By reaching patients in waiting rooms, clinics, pharmacies, and hospitals, DOOH meets them in a trusted space — at the very moment they’re thinking about their health. The result? Messaging that feels relevant, educational, and credible, not intrusive.

The Shift in Pharma Marketing

Over the last decade, pharma has been forced to rethink its marketing strategy. The pandemic accelerated digital adoption, but it also left audiences fatigued by endless online ads. At the same time, HIPAA regulations and privacy concerns made audience targeting more complex. Patients expect transparency, but they also want personalized, useful information.

DOOH solves this puzzle. By delivering context-based messaging in healthcare environments, brands can communicate effectively without needing sensitive patient data. A campaign for diabetes management tools in an endocrinology clinic or a dental treatment ad in a dentist’s office lands naturally — because it’s relevant in the moment.

Why Point-of-Care DOOH Works

Trust in the Environment

Patients trust what they see in medical settings. According to the Solomon Partners 2025 Point of Care Report, 82% of patients value health information displayed in their doctor’s office or hospital. It doesn’t feel like advertising — it feels like part of the care experience.

Stronger Engagement

Context matters. A patient waiting for an appointment is more likely to pay attention to a health-related message than someone scrolling past ads on Instagram. Data shows that 58% of patients exposed to POC ads ask their physician about the treatment, and 34% go on to receive a prescription.

Measurable Outcomes

Unlike traditional media, DOOH provides verifiable metrics. Impressions, footfall, and even prescription lift can be tracked. In one study, POC advertising drove 35% of new patient starts while representing just 14% of media spend — a clear case for ROI.

Safe and Compliant

With one-way communication and no need for personal identifiers, DOOH stays compliant with HIPAA while still being precise in its targeting. That means peace of mind for both marketers and patients.

Real-World Impact

Pharma campaigns are already seeing results. From new drug launches to awareness campaigns, DOOH at the point of care is proving its value:

• 91% of patients say POC advertising makes them more active in their healthcare decisions (Solomon Partners, 2025).

• 68% of patients request a specific brand after exposure to POC campaigns.

• 65% are willing to switch brands based on DOOH messaging in healthcare settings.

These aren’t vanity metrics — they’re behavior-changing outcomes that pharma marketers can tie directly to prescriptions and patient care.

Collaboration With IPC: Expanding Value for Pharmacies

At Dolphin Digital OOH Media, our collaboration with IPC is a prime example of how POC DOOH benefits not just patients and pharma brands, but also pharmacies. By integrating digital screens into independent pharmacies, we’re helping them create new revenue streams, engage customers while they wait, and deliver timely health information that adds value to their care experience. Pharmacies gain a modernized environment, patients gain access to credible information, and brands gain a trusted channel with measurable outcomes — a true win for everyone involved.

The Road Ahead

As healthcare budgets continue shifting away from crowded digital spaces, Point-of-Care DOOH is poised to capture more investment. Programmatic buying and data-driven targeting are making it easier than ever for brands to launch campaigns across multiple networks — from pharmacy screens to medical office buildings to hospital elevators.

The prognosis is clear: pharma’s future depends on delivering messages where trust already exists. DOOH at the point of care checks every box — it’s contextual, brand-safe, measurable, and scalable. For pharma marketers looking to cut through the noise and create meaningful impact, this isn’t just another channel. It’s the breakthrough the industry has been waiting for.

References

• Solomon Partners. (2025, June 10). Digital signage at the point of care: A high-impact, measurable model for out-of-home (OOH) media. Solomon Partners. https://solomonpartners.com/news/digital-signage-at-the-point-of-care/

• Weinfeld, D. (2025, April 28). Digital out-of-home ads are a smart bet for pharma. Chain Drug Review. https://digitaledition.chaindrugreview.com/article/Digital%2Bout-of-home%2Bads%2Bare%2Ba%2Bsmart%2Bbet%2Bfor%2Bpharma/4965425/844922/article.html

• Screenverse Media. (2025, September 19). DOOH at the point of care is the prescription for pharma marketing success. Screenverse Media. https://www.screenversemedia.com/post/dooh-at-the-point-of-care-is-the-prescription-for-pharma-marketing-success