In the current era, the pharmaceutical marketing environment is undergoing a significant transformation. Earlier, it relied heavily on in-person customer engagement, which over the years, has seen a significant dip for obvious reasons.
If we talk about Point of care marketing, it basically means targeting the right person at the right place and time. This can be done with a catchy advertisement or a simple message at the right time. Poc advertising traditionally focuses on the messages delivered to patients, visitors or caregivers in a physician’s workplace.
As technology has advanced, this has definitely evolved rapidly over the years, further expanding to hospitals, pharmacies, and wherever a patient and their smartphone happen to be. Moreover, the message delivery method has changed from printed materials and posters to messages, television content, digital wallboards and tablets. There is no doubt that these advancements have caused the industry to grow and also have changed the way how brands connect with patients at the point of care.
It is also an important point that the workplace environment is changing as more physicians are becoming a part of integrated hospital networks. Still, on the other side, the patients trust the messages they get there and engage in Point-of-Care content.
Patients’ experiences with and attitudes about point-of-care messages have remained consistent over the years.
However, as the point-of-care channel continues to become more measurable, trackable, and even targeted, point-of-care messaging, which is a subset of point-of-care marketing, is expected to take a big chunk of share in the marketing budgets in the coming years.
Meanwhile, here are some of the benefits of point-of-care messaging and how it is adding value to healthcare providers –
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Positive changes in well-being among patients
As per a study, 55% of people who experienced hospitalization intended to become more proactive in managing their health after the information they saw there via poc messaging. At the same time, 48% intended to discuss a treatment option with their physicians. This clearly shows how such messaging helps the patients to be more concious and aware about their health for a better life.
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Increase in footfall
When patients enter a hospital unexpectedly, it increases their curiosity about their well-being. It also heightens their awareness of the health information, and it is at this time when they are served point-of-care messaging, which enables them to get regular or special checkups. This is because now they are more conscious about their health.
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Providing information and resources
Another interesting benefit of point-of-care messaging is that it can support physicians and doctors by providing information and resources to help them in their daily practice. For example, they can quickly get to know common medication side effects or even which medications are covered through their patient’s health insurance. When passed easily through messages via point of care advertising, such information will help them in their daily routine and increase their efficiency.
About Doceree
World’s first Ad exchange for branded Healthcare Professionals (HCPs) advertising, Doceree is powered by Espyian, a proprietary HCP validation engine. This identifies and precision targets over 1 million* physicians across the United States of America for non-personal promotion and a personalized experience.
