The Evolution of Point-of-Care Marketing in Pharma
New research from ZS confirms that waiting rooms and exam rooms remain important places to engage patients with pharmaceutical messaging. After all, the Vitals 8th Annual Wait Times Report, released in March 2017, reported that average patient wait times are about 20 minutes.
However, the environment in which these patients are waiting has changed significantly. Offices have redecorated their waiting areas and settled into a new workflow—one that engages digital media at nearly every step. In 2016, 20% of physician offices have involved new marketing techniques through interactive and digital channels technology and this percentage is expected to reach 70% in 2020.
This move to a more digitally connected physician’s office has been reflected in the point-of-care (POC) marketing options available. A patient can now watch medication adherence videos on an exam room wallboard, sign up for a patient support program on an in-office iPad, request information via a digital tablet at check-in, or learn about a vaccine from a TV commercial in the waiting room.
A study found that 68% of patients have asked for a prescription for a specific medication, while 34% of patients were more likely to take the medication as prescribed. The reasons for these outcomes are providing patients with health information and motivating them to take the necessary decisions at the point of care, in addition to the ability to target specific practices for messaging.
As a result, POC vendors are developing more digital solutions to engage patients and augment physician consultations.
The Evolution of Point-of-Care Marketing in Pharma provides insights from our 2017 study on the Point-of-Care consumer market, including the expected industry growth rate, factors driving this growth, and challenges and success factors for POC marketing.
Reference: ZS website
Patient education is often associated with pamphlets, brochures and magazines. However, today's patients expect more engaging methods of communication because they became quite familiar with the usage of interactive digital tools throughout their daily lives.
Today, developing digital health programs is becoming a priority for healthcare companies. This focus on digital health comes as a result of realizing that technology provides endless opportunities to deliver solutions that improve patient satisfaction and bring patient-centered services.
People are increasingly taking more responsibility for their individual health and wellness needs. Better information at their fingertips can empower them to make better decisions about their healthcare.
In our highly digitized and data-driven world, today’s consumers have come to expect companies to know them, offer products based on previous purchases, anticipate needs based on interactions with the company and tailor messages specifically designed for them. Not surprisingly, patients (who are also consumers) have come to expect this same level of personalization from their healthcare providers.
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A welcoming environment, a relaxing setting, and some soothing background music… Is this all what your patients would want in a waiting room? Of course not.