Doceree's Direct EHR Integration Aims to Redefine Point-of-Care Marketing

SHORT HILLS, NJ – January 15, 2026 – As the healthcare industry continues its rapid digital transformation, a new battleground has emerged directly within the physician’s workflow. Doceree, an AI-powered healthcare marketing platform, announced today that it closed 2025 as the largest and, by its definition, the only truly direct point-of-care (POC) engagement platform in the United States. The company credits this position to its network of over 150 direct integrations with electronic health record (EHR) systems, a strategy that sets it apart from a field of competitors relying on less direct methods.

This development signals a significant shift in how pharmaceutical and healthcare brands communicate with healthcare professionals (HCPs). The long-coveted goal has been to reach physicians at the moment of decision-making—when they are diagnosing patients and prescribing treatments. Doceree claims its architectural approach is finally making this a scalable and compliant reality, challenging the very definition of what point-of-care marketing means.

The New Frontier: Direct Integration vs. The Old Guard

For years, the point-of-care market has been characterized by a patchwork of solutions. These include digital screens in waiting rooms, sponsored content on medical news websites, and platforms that aggregate access across disparate, smaller networks. Doceree argues these are merely 'proxy-based' models that offer proximity to, but not integration with, the clinical workflow.

Unlike aggregator platforms that stitch together fragmented access or reseller agencies dependent on third-party inventory, Doceree's model is built on being a native, directly integrated infrastructure platform. The company’s growth in 2025—marked by a nearly 50% year-over-year increase in campaign activity and a 30% rise in active enterprise accounts—suggests the market is responding to this distinction.

"The industry often confuses proximity to care with point-of-care itself," said Harshit Jain, MD, Founder and Global CEO of Doceree, in a statement. "Doceree doesn't aggregate access or resell placements—we integrate directly into EHR workflows. That distinction is what enables relevance, compliance, and scale to coexist."

This direct pipeline allows for what the company calls "true in-workflow engagement." Instead of placing messages on peripheral login screens or in separate browser tabs, the platform delivers context-aware messages within the active EHR session. The approach relies on first-party, privacy-safe EHR data to trigger messages, a stark contrast to models that use inferred or syndicated data, which can be less accurate and carry greater privacy risks.

Industry partners affirm the value of this directness. "Doceree enables real-time relevance at scale," noted John Ketcham, Chief Revenue Officer at DAW Systems. "That level of execution simply isn't possible through agency-led or reseller-based POC models."

Cracking the Code: Navigating the Walled Gardens of Epic and Cerner

The most significant hurdle for any company in this space has been the restrictive policies of major EHR vendors. Giants like Epic and Oracle Cerner traditionally prohibit overt commercial advertising within their systems to protect the integrity of the clinical environment and prevent physician distraction. This has created a formidable barrier, forcing most marketing solutions to operate on the periphery.

Doceree engineered a path forward through its 'Spark' platform, which is built on the modern SMART on FHIR (Substitutable Medical Applications, Reusable Technologies on Fast Healthcare Interoperability Resources) standards. This industry-standard protocol provides a secure, approved framework for third-party apps to integrate and interoperate with EHR data.

By operating within this approved framework, Doceree can position its messages not as disruptive ads but as compliant, contextual information that enhances clinical decision-making. For example, the platform’s AI can identify the precise moment a physician is reviewing a patient's chart for a specific condition and deliver a relevant message about a new treatment guideline, a patient support program, or a novel therapeutic option. This transforms a potential advertisement into a piece of clinical decision support.

"Doceree helps us deliver relevant, timely messages to clinicians directly in their workflow—supporting our mission to simplify care delivery," said Khurshid Mughal, CEO of Practice EHR, highlighting the value proposition for EHR partners who integrate the technology.

The Doctor's Dilemma: Clinical Utility or Alert Fatigue?

The introduction of any new information into the already crowded EHR interface raises valid concerns among clinicians. Physicians frequently report 'alert fatigue' from the constant stream of notifications, warnings, and reminders within their digital workspaces. The key to acceptance for any in-workflow tool is whether it adds to the noise or provides a clear signal.

Doceree's success hinges on its ability to prove its value by delivering genuine clinical utility. The platform's AI-powered engine is designed to understand multiple layers of context—including the patient's condition, the physician's specialty, and the specific point in the workflow—to ensure messages are highly relevant and minimally intrusive. The goal is to provide a helpful "nudge" rather than a distracting advertisement.

In Q4 2025, the company launched Creative Analytics, a tool that allows brands to evaluate and optimize the performance of their messaging within the EHR environment. This data-driven feedback loop is intended to further refine messages, rewarding content that physicians find useful and phasing out what they ignore, thereby reducing the risk of contributing to information overload.

Beyond the Ad: Expanding into Patient Affordability

Perhaps the most compelling evolution of Doceree's platform is its expansion beyond informational messaging into tangible patient support solutions. In 2025, the company broadened its capabilities with the integration of co-pay.com, a service focused on affordability and treatment access.

This integration allows the platform to deliver information about co-pay cards, patient assistance programs, and free trial offers directly to the physician at the moment of prescribing. When a doctor selects a medication, they can be immediately presented with an option to provide the patient with a cost-saving voucher. This directly addresses one of the most significant barriers to care: medication cost.

By embedding affordability solutions into the clinical workflow, the platform moves from being a simple marketing channel to a tool that can actively improve treatment adherence and patient outcomes. It empowers physicians to have more meaningful conversations with patients about cost and helps ensure that a prescription written is a prescription filled.

As healthcare marketers mature their strategies, the momentum appears to be consolidating around platforms that offer direct access, intelligence, and measurable impact. "In 2026, healthcare marketing will reward intelligence over scale—and intelligence requires direct integration," stated Vijay Adapala, Doceree's EVP & GM of Global Supply Partnerships.

With enterprise commitments locked in for the year ahead, Doceree is betting that its deeply integrated, context-aware approach is not just a new way to advertise, but the future of how the healthcare ecosystem communicates at the most critical moments of care.