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

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