MM&M announced this week that “up to 20% of pharma brands are moving digital media spend to point-of-care tactics” which was grounded in a study fielded by ZS Associates. To a certain extent, this is unsurprising as many forms of digital media such as social and display continue to face increasing scrutiny around the topic of ad fraud.
This will have an impact on two key audiences in healthcare marketing – patients and providers – which if well thought through, should be overwhelmingly positive.
Platforms such as Phreesia offer patients the opportunity to engage with content as part of the intake process. The biggest challenge here will be placements that are relevant to the specific patient as there is a potential to spend effort on poor placements. Case in point; when I took my son to the pediatrician for his flu shot this year, I was offered the opportunity to “Learn More” about a branded product. The only thing I can recall about the brand is that is had nothing to do with why I was there and wouldn’t be appropriate for my son. Contextual relevance will be critical to success in these moments.
HCPs, particularly PCPs, are the target of massive amounts of marketing. Overwhelming is an understatement here. When you consider the necessity of staying abreast of current trends and new therapies, to a certain extent, they need to be exposed to these messages. However, when it’s all said and done, the moment that matters is when the Rx decision is made. The opportunity to be a relevant part of that moment as part of the HCPs workflow in the EHR/EMR offers pharma companies an incredible opportunity. When you consider the number of drugs that don’t have the budget for mass DTC advertising, the HCP really is the decision maker in the therapy of choice.
Why It’s Hot
While contextual relevance for audiences is improving and offers plenty of potential, the real win will be when a brand can own the conversation across the moments in an office visit.
Consider a diabetes patient checking in for a check-up who is offered a message around potential therapy they may be eligible with a DTC ad based upon key factors pulled through from their EHR.
Then, at the end of the appointment, the HCP if offered a targeted message in the EHR with a savings offer the patient can print and take with them.
With brands doubling down on these POC channels, we have the opportunity to take the in-office experience to new levels.