Peter Schnitzler talks In-EHR Messaging

How can pharmaceutical brand teams use electronic health records (EHRs) to reach healthcare providers at critical clinical decision points, improve patient identification, and address barriers to treatment access? In this episode of The Dish on Health IT, Point-of-Care Partners (POCP) CEO Tony Schueth joins Brian Bamberger, General Manager of POCP's Life Sciences practice, and Peter Schnitzler, General Manager of Point of Care Media, to explore the growing opportunities for in-EHR messaging, precision targeting, and EHR-enabled pharmaceutical marketing strategies. The discussion examines how life sciences companies can move beyond traditional digital advertising to deliver clinically relevant information within healthcare provider workflows. The group also explores how broader EHR functionality can support patient identification, diagnosis, prescribing, prior authorization, specialty pharmacy processes, and patient support programs. Topics covered in this episode: What in-EHR messaging is and how it works within clinical workflows How event-driven messaging differs from programmatic advertising and traditional HCP digital marketing Using clinical data, prescribing activity, and workflow triggers for precision targeting Opportunities for pharmaceutical brands to leverage EHR functionality beyond advertising Improving patient identification, treatment access, and support across the patient journey Navigating the fragmented EHR landscape and evaluating media partners Measuring in-EHR campaign performance, ROI, and provider engagement Key considerations for incorporating EHR strategies into 2027 pharmaceutical brand planning Who should watch? Pharmaceutical brand managers, life sciences marketing leaders, omnichannel marketing teams, HCP engagement strategists, pharmaceutical commercial operations professionals, and anyone exploring point-of-care marketing, EHR advertising, and digital health strategies. About Point-of-Care Partners and Point of Care Media Point-of-Care Partners helps life sciences organizations leverage health information technology to address challenges across the patient journey, from identification and diagnosis to treatment access and ongoing support. Point of Care Media helps pharmaceutical brands navigate the EHR media landscape and develop targeted, measurable messaging campaigns that reach healthcare professionals within their clinical workflows. Learn more about Point-of-Care Partners: https://www.pocp.com/ Subscribe to The Dish on Health IT for conversations about healthcare interoperability, health IT innovation, pharmaceutical marketing, and technologies shaping patient care. #InEHRMessaging #PharmaceuticalMarketing #LifeSciences #HCPMarketing #ElectronicHealthRecords #PointOfCareMarketing #OmnichannelMarketing #HealthIT