The Power of Point of Care Marketing
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Point-of-Care (POC) marketing is the only tactic that puts your brand at the point of script, at the exact moments doctors and patients are thinking about and discussing treatment options. From the waiting room, to the exam room, to the back office, and now to beyond the office, thanks to mobile technologies, POC marketing provides a connection point between your brand, the doctor, and patient. You will learn: - How to succeed in POC: Creating campaigns that produce results - Powerful examples of effective POC campaigns - Important POC metrics - Choosing a POC partner - How to ensure promised services are delivered
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The Power of Point of Care Marketing
- 2. Today’s Speakers Scott McLauchlan PatientPoint, SVP Client Solutions Kimberly Middleton PatientPoint, VP Client Solutions • Passionate connector of brands & patients • 20+ year sales & health media veteran • Digital health guru • IU Hoosier • Savvy industry & agency veteran • Digital marketing dynamo • Diverse biopharma marketing & sales experience • Purdue and Notre Dame alum (look out, Hoosiers!)
- 3. Today’s Objectives o What is Point of Care o Why Point of Care o How to Measure Success
- 4. How Much Did Pharma Spend on DTC Advertising in 2017? TRIVIA
- 5. Source: ”DTC Pharma Ad Spending Slipped 4.6% in 2017: Kantar,” Medical Media & Marketing, 2018. Pharmaceutical companies spent on DTC advertising in 2017. $6.1 billion
- 6. WITH POINT OF CAREHow to Break Through?
- 7. Why is Point of Care Important to Pharma and Healthcare Brands?
- 8. Direct-to-consumer Direct-to-patient Point of Care There is no other time when a patient is more focused on their health.
- 9. POC Advertising Drives Patient and Physician Behavior Patients act on messages seen at the point of care: more likely to discuss the ad with a physician more likely to ask a doctor for a product sample more likely to ask a doctor to prescribe a specific product of HCPs say patient requests influence healthcare decisions Source: Kantar Media for the Point of Care Communication Council, “Point of Care: Why Care?” 2017; ZS Associates Whitepaper, “Right Place, Right Time: How Health Care and Wellness Companies are Capitalizing on the Rapidly Growing Point of Care Communication Channel” and “Consumer Point-of-Care: What’s New in 2015” Drives doctor prescribing:
- 10. POC Advertising Drives Patient and Physician Behavior Patients act on messages seen at the point of care: more likely to discuss the ad with a physician more likely to ask a doctor for a product sample more likely to ask a doctor to prescribe a specific product of HCPs say patient requests influence healthcare decisions Leads to brands as the solution Source: Kantar Media for the Point of Care Communication Council, “Point of Care: Why Care?” 2017; ZS Associates Whitepaper, “Right Place, Right Time: How Health Care and Wellness Companies are Capitalizing on the Rapidly Growing Point of Care Communication Channel” and “Consumer Point-of-Care: What’s New in 2015” Drives doctor prescribing:
- 11. Source: SERMO for PatientPoint and Digital Health Coalition, “Physicians’ Perspectives Patient Engagement Technology” 2018 How Do Docs Feel About Pharma in Their Office?
- 12. Ultimately: Improve patient experience, increase patient satisfaction and drive revenue Point of Care Also Delivers Value to Providers Educate to Support Clinical Care Goals Communicate to Deepen HCP-Patient Connections Engage to Optimize Care Experience
- 13. Engagement at Key Touchpoints
- 15. 65% of patients say waiting room materials are among their most credible sources of healthcare information. Source: ZS Associates Research Study on Point of Care, 2014
- 18. Interactive Exam Room Program Delivers Rich Content for Patients and HCPs Multimedia education centers on specific disease topics and includes: o Condition centers for specialty o 3D anatomicals for physician teaching o Brand message of choice— savings, testimonials, loyalty, etc. o All can be emailed/texted to patient to continue the impact after the visit
- 19. Engaging Patients in the Exam Room AV G . D U R AT I O N O F A D W AT C H E D AVG. AD COMPLETION RATE
- 22. 90% of people age 45-64 say they understand and retain information better when it’s in print. Source: Two Sides North America, “Reading from Paper or Reading from Screens. What do Consumers Prefer?” THE VALUE OF PRINT
- 23. It’s quite convenient when you’re in the exam room and you’re talking to the patient and you can just reach over and say, ‘This is what we’ve been talking about.’ It’s something in writing they can think about and go back to. It’s all there, printed for them.” Primary Care Physician, Chicago, IL Practices Place High Value on Point of Care
- 26. Engaging Healthcare Professionals in the Back Office HCPs watch back office updates 22 times per day 37 seconds per view 13 minutes per day* Source: *PatientPoint Survey of Physicians exposed to PatientPoint Access, 2008
- 27. o Incredibly measurable, trackable and provable o True measurement: Did the program drive incremental prescriptions? o Done independently by third party Measuring the Effectiveness of Point of Care
- 28. Objective: incremental script lift/volume to sponsoring brands o Pre/Post Test/Control Measurement o Test/Control groups • Group 1, the Test group, includes HCPs who were active in the program during the test period. • Group 2, the Control group, includes HCPs that did not have the program. o Potential Matching Criteria • Geography (state or 2-digit zip code) • Brand volume • Category volume (if appropriate) • Physician specialty code exact match • Brand target list/other promotional activity (optional) • Additional brand insights? Potential Methodology
- 29. o Industry association o 8 member companies o Developing standard verification & validation standards Who is ? Choose Your POC Partner Wisely ◦ Purchasing ◦ Office Procurement/Ethics ◦ Company Scaling ◦ Program Execution/Optimization ◦ Measurement/Auditing
Editor's Notes
- Scott & Kimberly introduce each other…
- Before going to the next page we tee up a question to the audience to get them engaged – how much did pharma spend on DTC in 2017?
- Ok, so now that we know a little more about Point of Care, let’s put it into context a bit.
- Simply put, it’s all about the power of the physician office. No other tactic gets you closer to a doctor, patient and a prescription than the physician office. You can think of marketing in concentric circles – your DTC targets a wide audience of people who are less engaged via mass media, which your DTP targets slightly more engaged via web or newsletters for example but Point of Care really hones in on your target like no other tactic can.
- …and doctors don’t DTC ads as intrusive—quite the contrary. They see pharma messaging as part of a personalized information package. (And of course, there’s implied endorsement.)
- Educate to Support Clinical Care Goals Align content with quality care measures Drive screening utilization Deliver health risk assessments Promote adherence to care plans and therapies Reinforce patient safety Communicate to Deepen HCP-Patient Connections Automate survey-feedback process Digitize “transparency” of quality care metrics Improve patient adherence and health outcomes Market key service lines Engage to Optimize Care Experience Nurture referrals Drive class and event registrations Meet reimbursement criteria (MIPS, Meaningful Use, etc.) Support care management Trigger POC reimbursable events
- Let’s take a look at some of the touchpoints we talk about when we say Point of Care, and what some of those solutions might look like…
- Patients get informed and empowered, shorter wait times, customized messages
- Consumers place high value on POC communications because of the implied endorsement of HCPs. Patients rank POC information almost as highly as information they receive from other physicians.
- (inject humor if we measured it ourselves will always be good:)) Pre/Post/Test/Control Objectives: volume, overall impact of a tactic Isolates individual tactics Controls for other tactics Robust data set (>90% of all Rx)
- Now that you know a bit more about Point of Care, what goes into a campaign and how it’s measured, now it’s time to select a partner. The Point of Care Communication Council, or PoC3 for short, exists to advocate for the effective use of the Point of Care channel to advance health and healthcare outcomes. PoC3 recently released a Buyer’s Guide outlining questions brands and agencies should ask a potential POC partner before entering into a contract to ensure that promised services are delivered. The guide and resulting questions to ask—covering everything from purchasing and ethics to campaign scaling and auditing—were developed by PoC3 member companies in consultation with an external group of esteemed pharma, agency and independent industry experts.