Clinicians' Reactions to Point-of-Care Advertising in Electronic Health Records
Bethany L Tennant1, Teresa Koenig2, Sarah Bennett-Harper2
1Westat, 1600 Research Blvd, Rockville, MD, 20850, USA. bethanytennant@westat.com.
Therapeutic Innovation & Regulatory Science
|April 25, 2026
Summary
Clinicians reported low awareness of electronic health record (EHR) drug promotions. While some promotions were favored for patient cost savings, ethical concerns and potential distractions were noted.
Area of Science:
- Health Informatics
- Clinical Pharmacy
- Medical Marketing
Background:
- Novel pharmaceutical marketing strategies utilize electronic health record (EHR) systems for point-of-care advertising.
- Limited research exists on healthcare providers' views regarding prescription drug promotion within EHR workflows.
Purpose of the Study:
- To investigate clinicians' awareness, experiences, and opinions on drug promotion integrated into EHR systems.
Main Methods:
- A qualitative study involving semi-structured interviews with 36 clinicians (physicians, PAs, pharmacists).
- Participants reviewed sample EHR drug promotions (banner ads, pop-ups, sponsored content) and provided feedback on their perceptions.
Main Results:
- Clinicians demonstrated low awareness of EHR-based drug promotions.
- Preferred promotions offered patient cost savings or were perceived as informative.
- Significant concerns were raised regarding ethical implications and workflow distractions.
Conclusions:
- This study addresses a gap in understanding clinician perceptions of EHR drug promotion.
- Further research is needed to explore the impact of these promotions on clinical practice.
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