19 Aug DTC Perspectives feature Brandperx Article on Point of Care
As patients become more actively involved in their healthcare, marketers are moving beyond the traditional awareness raising tactics in favor of more engaging strategies to reach this audience. In recent years Point of Care (POC) marketing has accelerated, flooding HCP offices with platforms ranging from TV programs in the waiting room to educational wall displays in exam rooms and branded patient activation bags handed out by physicians. The doctor’s office is arguably the most valuable place to communicate with and educate patients – when consumers are highly engaged and thinking about their health. No other channel can reach the consumer at such an important moment of truth. Data from the 2014 Kantar Media’s MARS Consumer Health study has shown that 44% of adults have been exposed to in-office media, including wallboards, brochures, TV and magazines in the past 12 months. They also found that patients exposed to POC marketing were more likely to take action such as switching to a new brand or requesting their doctor to prescribe a specific drug.
Brands are also seeing first-hand the power an implied physician endorsement can yield. This Kantar study also found that healthcare providers are the most valued source of healthcare information amongst adults with 64% valuing NPs/PAs and 72% valuing doctors. POC marketing is evolving past traditional waiting room media and now placing branded messages directly in the hands of HCPs who physically pass along the information to their patients. One example of this emerging approach to POC marketing is with patient starter kits, such as BrandPerx’s. Their branded prescription and OTC patient activation bags are handed to patients during their appointment, at the critical point when they are ready to visit a pharmacy. Over 1 million prescriptions are filled per day in the United States and 96% of consumers shop while waiting for their prescription to be filled. Presenting a branded message to patients at this crucial moment helps lead patients through the path of purchase, increasing adherence and enhancing patient outcomes.
The Value of Effective and Educational Messaging
POC marketing is at a tipping point, and now, more than ever before, marketers are starting to realize its true potential. Not only are investments at the POC driving significant growth for brands and providing an ROI that is nearly twice that of traditional DTC channels, but POC marketing also has been shown to create positive brand experiences and improve customer loyalty. Given these unparalleled benefits, many brands are increasing their marketing investments to better leverage this valuable channel.
Marketers aren’t the only ones seeing the benefit to POC marketing – studies have shown that more than 90% of primary care physicians report that patient education materials are important in enhancins patient-physician dialogue. Under the value-based healthcare system, physicians have a greater interest in helping patients increase medication adherence to improve outcomes. Delivering effective and educational messages at the point of care can help facilitate positive physician-patient conversation and position brands as a valued resource.
With the shift towards greater personal health ownership, many patients also indicate a desire for more educational health information featured at their physician’s office. Healthcare decisions can be confusing and overwhelming to patients, so providing clear and concise educational information at the point of care can help alleviate some of this anxiety. Sending patients home from their appointment with branded materials builds on the momentum generated during the doctor/patient dialogue and helps keep patients engaged in their treatment program. Building a stronger point of care relationship among pharma brands, providers and patients improves the quality of care, which is the primary goal of all three parties.
As brands continue to see proven results from their POC campaigns, there is no doubt that they will push the envelope further to find even more innovative and effective methods to reach patients at the point of care.
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