We ultimately work for our patients and consumers of our products. As marketers we should make the customer feel smart and empowered by speaking their language and giving them as much support in understanding treatment options.
DIGITAL POINT OF CARE PATIENT MARKETING STRATEGY
In today’s changing healthcare landscape in the United States, where healthcare providers are in a time constraint environment and are only spending on average 10 minutes per patient. Point of care solutions are a rapidly growing channel by providing a needed resource to deliver effective and educational communication to patients on health conditions, therapies and management.
Data supports that patients take action more frequently from communications at the point of care versus other traditional media such as TV and print ads. According to a recent survey 52% of consumers take action after seeing an ad at the point-of-care versus TV and print ads that drive only 29% of the exposed consumers to take action. IMS research shows that Point-of-Care Marketing campaigns produce an average ROI of $5 for every $1 spent 5:1.*
Point of care solutions provide both in and out of office communication and are providing a means for brands to reach customers at the ideal moments before they talk with a physician. The media can be through digital, print and electronic platforms and provide tools to create a productive discussion and visit. These solutions can also offer value and help doctors drive an educative dialogue with patients about their condition and can lead to better health outcomes.
With the Accountable Care Act and the requirement of electronic medical health records (EMR), this provides yet another opportunity for brands to deliver highly targeted messages to patients in an educated manner. An EMR data contains the standard medical and clinical data and include a more comprehensive patient history. By using this data in appropriate manner, brands can offer more highly targeted engagement to patients and compliment HCP tactics to drive a productive educated dialogue.
Examples of ‘in office’ (tactics used inside the physician’s office) can include: in office TV, brochures, check-in kiosks or pads, doctor discussion guides, etc.
Examples of ‘out of office’ (tactics used outside of the physician’s office) patient tactics can include: TV commercials, branded websites, unbranded websites, print or electronic condition awareness articles, email automation, search optimization, print ads, etc.
RESULTS / EXPERIENCE:
- Understanding the disease categories that work best at the point of care platforms and finding brands that are willing to innovate within the point of care space by discovering strategic needs to best serve brands and drive their success at the point of care.
- A driving force for appropriate, strategic patient messaging tactics that can help with acquisition, retention and adherence. These messages can include doctor discussion guide, request for more information and request for email, coupon redemption, switch messaging, etc.
Mary Lassiter 