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POCMA’s Nicole Divinagracia on How Collaboration Drives Change

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Nicole Divinagracia caught the advertising bug as a student at the University of Rhode Island where she worked for a professor who owned an advertising agency and offered her a full-time position upon graduation. She later moved to New York where she spent most of her career in media planning and buying for pharmaceutical brands. At Havas Media, she created the Point of Care Investment team before joining the Point of Care Marketing Association (POCMA) as president.

Nicole shares insights from her career including the importance of education, what excites her about her current role and the future of Point of Care marketing.

Why did you choose your career?

The media industry allows for strategic thinking and creativity, which were the reasons I started my career in this field.


Anything about the industry that’s surprised you?

One thing that strikes me as surprising in the industry is the lack of awareness and education surrounding the Point of Care channel. POCMA is committed to bridging this gap and establishing Point of Care as a fundamental media strategy.


Share an initiative that helped your organization innovate.

One of our main goals is to educate the industry about the channel. In collaboration with our education committee, POCMA launched the Point of Care Academy. We created the content and launched the academy in just five months! There are now over 250 users and 150 graduates and given the positive response from the industry, we’re expanding the academy.


What excites you about your current role?

Leading this organization, partnering with industry leaders to identify opportunities to grow the channel, and seeing the progress we continue to make excites me.


What word describes your organization?


How has AAM supported POCMA?

AAM is a leader in the auditing industry and has been a tremendous asset to the Point of Care Marketing Association. AAM played a large role in developing and editing the POCMA Verification and Validation Guidance for the Point of Care industry. They continue to be a trusted partner with representatives we can rely on to ensure our guidance stays current as the landscape evolves.


What in your career are you most proud of?

I am most proud of the relationships I have built over the years. Throughout my career, I have had the pleasure of working with many smart and talented people. Some of our paths have crossed multiple times, and we have learned from each other each time.


What advice would you give someone starting out in your field?

Don’t be afraid to take a risk. Bet on yourself and push yourself out of your comfort zone. This could mean providing a client recommendation for a new media channel or accepting a new position. Challenge yourself; it is ok if everything doesn’t go as planned.


Where do you see the industry in 10 years?

In 10 years, more brands will know about the power and value of the POC industry. The channel will have tremendous growth and will be considered a must-buy for brands looking to reach patients and healthcare providers.


What do you like to do in your free time?

As a working mom with three children, I have a busy schedule. My children are 8, 10, and 12, and they are involved in various sports, and keeping up with their schedules can feel like a full-time job. I enjoy watching them do what they love, and while it makes for long days and short years, I wouldn’t have it any other way. For the past five years, I have been playing soccer with my friends on Team Sloth. Despite taking a 30-year break from the sport, I was determined to show my children that anything is achievable.

Nicole Divinagracia with her family and playing soccer with Team Sloth.


What goal would you like to achieve?

There's a balance that I strive for in my life. I lost my parents young, and I know that life can be fleeting. When things get hectic, it's important to take care of myself. Self-care is not selfish — it's what helps me stay in perspective and keep moving forward.

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