Patients who are exposed to pharma ads at the point of care are more likely to discuss drugs with their physicians. Pharma marketers have long been aware of point of care advertising, but it has only recently started gaining momentum. With increasing success of POC advertising, there has been a rise in funding for this type of ads as well. So, what’s so good about POC and how can your pharma brand leverage it in its marketing efforts? Let’s dive in.
It has a strong influence on patients
According to research by Kantar Media, 44% of adults have been exposed to advertising at a doctor’s office. That may not sound all that impressive, but here’s another angle. Point-of-care advertising is the second most powerful advertising channel there is for pharma, right after TV.
If you’re looking for some more compelling figures, there are some astounding facts. More than 11 million adults who witnessed POC advertising actually switched brands, as an effect. Moreover, it made 18 million patients ask their physician to prescribe a specific drug. Furthermore, more than 17 million patients asked their physician for a product sample after seeing ads in the office. In the end, it’s worth pointing out that POC advertising influences payers’ opinions on value as well. Namely, those patients presented with ads in the doctor’s office are 15% more likely to pay more for branded drugs than generic ones.
Many pharma brands are already doing it
Point-of-care advertising is not a new trick in pharma marketers’ books. It has been around for a while, and many pharma brands know its strengths. However, in recent years, it’s witnessed a bloom bigger than ever before.
As stated in research by MMM Online, pharma brands already pumping some serious cash into POC advertising. The likes of Goldman Sachs and PatientPoint have spent $500 million and $140 million on this endeavor, respectfully. If you’re not already considering POC advertising as part of your overall pharma marketing strategy, it’s time to jump onboard.
How to get started with point-of-care advertising
The physician’s office is a key intersection of two important focus groups – patients and physicians. You can target both with POC, but the approaches are completely different.
According to Vitals’ report, the average wait time for patients is 23 minutes. While this is alarming (especially because it’s the most stressful part of the visit), it also presents a great opportunity for advertising.
In order to win the patient over, you can start with ads within the waiting room. These can be posters, brochures, medical explainer videos, presentations, and any other format you can think of. We would suggest sticking to digital, however, as that’s where most patients are present nowadays. With proper advertising, your patient will inquire their physician if your drug is the right choice for them.
As stated by PM360Online, this approach can work wonders if you’ve already established excellent brand awareness. In this way, ads within the waiting room simply serve as reminders for patients. If your DTC marketing efforts are already showing great results, investing in POC is definitely a clever move.
One issue with this approach is that it assumes that all offices allow advertising, which is not the case. To tackle this problem, simply look at the other part of the equation – the physicians. What if you could extend POC beyond the waiting room and into physicians’ offices?
Give a helping hand
Point of care advertising should be part of a bigger, patient-centric model of advertising for pharma brands. In order for patients to truly see value in your solutions, they need to know exactly what they get by choosing you instead of your competitors. One way we’ve been able to see that happening is through the use of medical explainer videos.
By outlining the diagnosis, disease, and course of treatment in a medical explainer video, you get multiple benefits. First, the patient knows the necessary details about their course of treatment. You help the physician, as they can simply show the video to their patients. No more grappling with complex medical terms. Finally, you directly contribute to improving patient adherence. Indirectly, you raise awareness about your brand.
As many analysts wonder about the ROI of POC advertising, medical explainer videos ensure that their worries are put to rest. As you can show them in the waiting room, on tablets, phones, websites and emails, they can be reused across multiple platforms.
Are you looking for a reliable partner in digital pharma marketing? At BlueNovius, we offer a range of proven solutions for pharma brand professionals. If you want to engage with physicians and patients and increase your share of voice, reach out to us so we can find the best custom-made solution for you.
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