It’s perhaps no surprise that many health-care marketers have been paying significant attention to point of care (POC) communications in recent years. The reason is simple: these messages at the doctor’s office waiting room, pharmacy and hospital have proven to be effective.
POC communications, a historically small piece of the consumer-facing communications mix for pharmaceutical companies, represents a growing opportunity for brands to reach patients and caregivers in settings where they are especially focused on their health and wellness: at the doctor’s office, pharmacy and hospital.
According to our new study, POC is becoming a much more important element in the marketing mix for pharmaceutical and biopharmaceutical companies, and is starting to gain greater traction with other health and wellness companies (over-the-counter drug makers, health plans, health-care services, retail pharmacies and manufacturers of health-related consumer products). Based on qualitative research, ZS estimates that consumer-focused POC marketing investment has grown 10% annually since 2010 — nearly eight times the growth of direct-to-consumer marketing spending overall — to reach $400 million this year. Changes in the health-care market, the emphasis on patient outcomes and the increasing importance of preventive care and patient adherence, technological advances, and consolidation among POC vendors is driving the growth.
To succeed in POC, marketers need to design POC-specific strategies that consider the patient experience; select, create, and adapt content to the channel; track and measure its impact; and integrate POC messages with their overall DTC promotional and patient communication strategies.
To learn more about our research and recommendations for effective POC communications, download the white paper.