Point-of-care (POC) marketing is in the ascendancy.

More specifically, between 10% to 20% of pharmaceutical brands are shifting their spending away from digital media to digital point-of-care touchpoints at doctors' offices or hospitals, according to analysis conducted by ZS Associates, the consultancy and outsourcing company.

The point-of-care market also has an estimated compound annual growth rate of 10%. That pace of growth, according to ZS Associates, will likely rise to 15%, creating a potential $850 million market by 2020.

And the reasons behind this growth are simple: A doctor's office and waiting room are great places to reach captive audiences with relevant messaging. They are also spaces where doctors and prescribing patients eventually meet. And patients spend an average of 20 minutes or more in a waiting room per visit.

"We know that 80% of medical information that's provided visually is retained, which is really, really powerful," added Nancy Phelan, SVP/Life Sciences Commercial at Outcome Health, a healthcare intelligence platform launched in 2006, and now present in 20% of doctors' offices, reaching 580 million patients a year. (Having been valued at $5.6 billion in May 2017, a Wall Street Journal report accused the firm of overcharging customers and falsifying documents on ad performance, with Outcome Health hiring a law firm to review the conduct of some employees.)