Point of Care marketing is the best way to get in front of consumers at the exact moment they are looking for critical information. We are so thrilled that Kimberly Middleton and Scott McLauchlan from PatientPoint, a leader in POC marketing will be sharing how to reach consumers through their innovative technology at our Healthcare Marketing Summit on Thursday, November 1st 2018.
Here are a few insights from them about creating and measuring successful POC campaigns.
Give us an example of one of your client’s most successful POC campaign
While success looks different in POC depending on the brand, setting and strategy, one phenomenal case study is of a small IBS/chronic constipation brand that engaged patients in the exam room through PatientPoint© Interact™—our Interactive Exam Room Program. The client recognized this is a sensitive condition to bring up, so opted to run a patient story/testimonial. By capturing the attention of this specific patient type the brand was able to connect with patients in an unprecedented way and as a result, patients watched the content for an average of more than FOUR minutes. What’s more, 38 percent of patients were finishing the entire six-minute video. One thing was clear: patients saw themselves in this content and were hungry for more. That’s the power of point of care: bringing the right content to the right patients when and where they need it for maximum impact.
Which metrics should brands be looking at when implementing a POC campaign?
The true measurement of any POC initiative is driving incremental scripts back to the brand. The beauty of POC is that it is incredibly measurable, trackable and provable, with independent, third-party data to confirm the impact delivered for your brand.
What should brands stay away from when creating a POC campaign?
The biggest miss is brands simply re-running their DTC creative for POC. Brand messaging should be appropriate for the mindset and space where it will be shown. Think about how different a waiting room, an exam room and a hospital “feel,” then compare that with the vastly different experience of searching for information on a mobile device from the comfort of home. With that in mind, brands have the most success at POC when they customize their content for these very rich environments.
How can brands ensure that the services they are promised are delivered?
As the pioneer of the POC space, we are passionate about the trust and transparency of the channel. Brands must be able to confidently invest in a POC partner that can confirm the reach of a campaign, deliver the data behind digital ad plays and ultimately validate script volume. The industry group Point of Care Communication Council (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 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.
What is the most valuable lesson you’ve learned throughout your career?
Setbacks are opportunities to continue to become the best versions of ourselves. When something doesn’t go the way we expect, our team uses that as an opportunity to circle the wagons, ask questions, talk to the right people and try again. Hard work, perseverance and doing the right thing will ultimately be rewarded.
Interested in learning more? Find out about Kimberly and Scott’s session and register here