Nadine Leonard
Co-president,
Heartbeat
Wallboards adjacent to exam tables prompt discussion and are becoming “table stakes” in brand media plans. But the real opportunity of POC lives elsewhere.
With scrutiny on outcomes, physicians must not only choose the right therapies but also ensure efficacy is realized — meaning they need to know patients are taking their medication and that the medication is working as expected.
Showing alignment with this outcome orientation is imperative for gaining trust. Instead of simply initiating dialogue, marketers must use POC to deliver tools that will get physicians (and their patients) closer to this goal.
The scenarios here are vast: an EHR program that auto-identifies patients who could benefit from a therapy; patient-friendly mechanism of action videos that can be watched together to inspire adherence commitment; or even a “prescribable program” that uses AI to keep the patient and doc connected post-appointment — extending the POC to be everywhere.
Karen Newmark
Executive director,
Point of Care Communication Council
Point of care is one of the most impactful channels to incorporate into the marketing mix, as it represents the pivotal intersection between the consumer and the HCP, and it is the most direct parallel to “point of purchase” within pharmaceutical marketing.
To effectively map and optimize a point of care marketing approach, consider the objective and how that ties to overall brand strategies. What is most important to accomplish with the program?
For example, is it a lift in new prescriptions or new-to-brand prescriptions with a new product launch? Is it awareness around a disease state imperative during a pre-launch period? Is it total prescription lift for a late-stage life cycle brand? Is it an increase in diagnoses for a specific condition? Is it questions to the doctor relative to a new class of medications?
Be diligent about structuring the program to enable measurement along the way and set clear KPIs.
Adam Dubrow
Director, advanced analytics,
Crossix
Today, marketers can leverage advanced, privacy-safe analytics to optimize their POC initiatives like never before. Data-driven planning, accurate measurement and forward-looking optimization are contributing to higher impact campaigns.
Data powers the most effective planning approaches, enabling marketers to pinpoint high-value consumer targets and then find those targets at the point of care and across other channels. Marketers can then focus campaigns precisely on locations with the greatest concentration of relevant consumers.
When it comes to evaluating effectiveness, marketers need to use accurate measurement to quantify whether campaigns are driving changes in real-world behavior. Measurement empowers marketers to optimize POC investments toward the programs, messaging and locations that drive the best outcomes.
Nate Lucht
President and CEO,
Rx Edge Media Network
There are ethical implications and requirements attached to every role within healthcare, and the actions of people in those roles have the potential to affect an individual’s health and well-being.
As a marketer, if you carry this sentiment with you as you execute each campaign, you will inevitably succeed in doing so with honesty and integrity.
So, the widespread industry focus on trustworthy third-party validation is appropriate and long overdue.
Making a meaningful impact within POC means using verifiable metrics that will provide proof of impact. Among pharma brands and agencies, this comes down to the number of relevant patients reached, number of patients who acted and overall success based on prescription lift and return on investment.
From the May 01, 2019 Issue of MM+M - Medical Marketing and Media
