Point of care (POC) marketing has developed rapidly in the last few years. Once upon a time, the method of message was posters and leaflets, but exam room tablets, interactive touchscreens, sponsored ads, waiting room digital TV and so on, are all increasingly popular channels through which marketers can reach patients at this important point in their journey.
Traditionally, POC marketing has been a valuable tactic for pharmaceutical companies. However, it’s likely we will see more healthcare technology companies exploring this space. The over-saturation of content means that in order to stand out customisation is essential, and what better than to reach your target audience at the exact moment doctors and patients are thinking and talking about treatment options?
Here’s why point of care marketing is crucial for healthcare technology companies in 2020 and beyond:
Point of care marketing drives patients to take action
Waiting rooms at the point of care provide a huge opportunity to get your message in front of patients, physicians, nurses and caregivers. According to analysis from ZS Associates, between 10 and 20 percent of pharmaceutical brands are shifting spending from digital media to digital point of care in doctor’s offices or hospitals. Research has also shown that 84 percent of patients said that POC messages are more likely to make them interested in purchasing the brand. And POC marketing drives doctor prescribing, with 75 percent of HCPs saying that patient requests influence healthcare decisions.
POC content is targeted
Content must be very specific when shown to patients at the point of care. This is because time is limited and there are only so many opportunities to target patients during this period. For example, say your treatment is for people suffering from backpain. You will need to get your content in front of them when they are at the physiotherapist. Normally they will be inundated with ads from other brands that can target them on their smartphones and tablets at any time, any place. This is why it’s so important that your content is streamlined and aligns with the patient’s needs when it’s shown to them at POC, because there are usually time restraints on their attention span.
POC is the last touchpoint of the patient journey
Unlike print, TV and digital which focus on building brand awareness before patients reach the office, the POC channel is an opportunity for marketers to influence patients at the last stage of their journey — the moment just before key decisions concerning products and treatment are made.
It’s important to bear in mind that because POC is such a sensitive time, the mindset of the patient must be carefully considered when creating content. This is why customisation is a good way to ensure that you remain considerate of patients’ emotional state and that content is inspiring, optimistic and offers hope during the most critical moments of care.
POC marketing should be just one weapon in your armour of marketing and sales tactics. However, this method is undoubtedly one of the best opportunities to capture the attention of patients waiting to see their doctors. From video to interactive wallboards, your brand will be placed at the heart of patient-doctor interactions, this is crucial for healthcare technology companies looking to gain competitive advantage.