Achieving a Point-of-Care Advertising Balancing Act

As POC advertising grows in importance marketers are continuously working to determine the best media mix Healthcarerelated POC spend is expected to come in at 571 million for 2019 and could approach 900 million by 2022 and 1 billion by 2025 according to data presented at the Point of Care Communications Council39s annual PoC3 Summit by management consultancy ZS associate principal Victoria SummersIn the future chief executive officers and chief information officers as well as chief marketing officers and other marketing and advertising functions will be demanding more efficacious POC measurement practices to gauge ROI As the role of POC increases and the mix becomes more complex marketers are faced with a complicated balancing act A key challenge with POC is determining the appropriate media channel to reach the right patient in the right place and at the right timeThe emergence of digital communication channels has revolutionized the way POC is implemented however a significant portion of patients still prefer the delivery of health and wellness educational materials in print formatsamp160Printed educational guides provided at the POC for patients can help physicians physician39s assistants nurses and nurse practitioners achieve their patient care objectives These professionally designed targeted educational guides strengthen relationships with patients by allowing advertisers to deliver their conditionspecific brand message to targeted HCP offices The guides can contain vital treatment and diagnosis information including signs and symptoms to look for patient communication strategies recent medical news clinical research findings and moreCase in point a couple dealing with a devastating intestinal diagnosis might prefer to post a printed article at home on their refrigerator as a visual reminder and easily accessible reference Targeted print also offers marketers the options to include business reply cards coupons a survey and any other takeaway collateral for vital products associated with a recent diagnosis And for those who are prone to researching their conditions print offers an indepth approach amp8212 with takehome value that can generate lasting brand impressions and extended stickiness while impacting treatment choices and increasing audience reachPOC Channel OptionsThere are several options for POC education and patient engagementDigital examroom posters amp8211 Digital screens that silently rotate informational panels featuring keyopinionleader approved conditionspecific content are prominently and professionally installed in waiting rooms and exam rooms They are designed for minimal direct interactivity while creating a visible and organic environment for pharmaceutical companies to feature their brand just prior to a patient meeting with their healthcare professional HCP This patienteducation tool is designed to facilitate an effective dialogue between patients and their providersPrinted disease education guides and magazines amp8211 Each disease guide offers marketers the valuable opportunity to bring a brand39s message to highly qualified condition sufferers Print magazines are designed to facilitate the interchange between patients and their HCPs offering advertisers mass reach as well as the ability to target patients and specialty officesMobile apps amp8211 Apps offer customized 247 accessible content to educate patients via tablet or smartphone regarding specific disease states They represent the future of health media innovation and untapped opportunity for brand promotion through patient engagementStatic printed examroom posters amp8211 Posters provide healthcare marketers with an exclusive opportunity to own valuable real estate at the point of care Studies have shown that most healthcare professionals who receive POC posters use them as a communication aid with their patientsEvaluating AlternativesWhen assessing various POC options it is helpful to look at the benefits of each tool as well as the makeup of the HCP group and patient population While demographics and disease states play important roles when considering the best marketing and education channels to use a mix of traditional and digital communications is highly recommendedPOC best practices reveal that a multichannel strategy is the best approach appealing to a diverse patient set It is especially important to understand that many patients and caregivers approach diseases from different literacy perspectives Along with being linked to a higher incidence of chronic illness lost wages a lesser quality of life and a shorter life expectancy health illiteracy exacts a financial toll estimates range from 106 to 236 billion a year according to a report by the American Public Health AssociationIn addition to literacy considerations POC marketers should contemplate learning styles and preferences No matter the caliber of patienteducation material whether print or digital written or graphic static or animated it succeeds only if it caters to a person39s preferred learning style A perceived informational partnership between a brand and a provider yields a media synthesis that fits the disease takes patient literacy into account recognizes varied learning styles and is accessible via various media channels including online and digitalBest practices demand an approach that fosters the convergence of digital and print This methodology considers individual preferences circumstances and needs which unquestionably includes print materials Brands need to take a comprehensive approach to support healthcare providers in delivering effective patient engagement content and education as well as to reach optimal ROIPhoto courtesy of Health Monitor NetworkClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Achieving a Point-of-Care Advertising Balancing Act

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Rodnell E. Workman

We Are the Outliers - By Jack Myers

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Rodnell E. Workman

We Are the Outliers - By Jack Myers

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