Are Your Point-of-Care Campaigns Getting the Credit They Deserve?
In conversation with a POC Investment leader from Omnicom Media Group, Joanne Biscardi, SVP of Business Development and Sales Operations, explores ways to better define and create impact with point-of-care campaigns.
Originally published as an MM&M webinar.
Joanne Biscardi, SVP of Business Development and Sales Operations at ConnectiveRx joined Jen Powlison, Director of Point of Care and Out of Home Investment at Omnicom Media Group, for an MM+M webinar exploring the role of point-of-care marketing in the patient journey.
The discussion focused on point of care as a critical moment when patients and healthcare providers come together to discuss symptoms, treatment options and next steps. Joanne and Jen discussed how educational content delivered through point-of-care marketing can support these conversations, helping patients feel more informed and prepared, understand what happens after a prescription is written, and get the support they need as they start and stay on therapy.
They also discussed the challenges of measuring the impact of point-of-care campaigns. While some actions leave a clear data footprint, other interactions are harder to capture, making it difficult to measure the full impact of point-of-care and EHR marketing and show how they contribute to overall results.
Watch the full webinar above to hear the full conversation.
FAQs About Point-of-Care Marketing
What is point-of-care marketing?
Point-of-care marketing provides patients and healthcare providers with information and educational content around the care experience. It can help prepare both patients and providers for conversations about symptoms, treatment options and next steps.
How does point-of-care marketing support patients throughout treatment?
Point-of-care marketing can play a role across awareness, consideration, treatment and ongoing therapy. Before a visit, information can help patients prepare for conversations with their healthcare provider. After a prescription is written, information can help patients understand what happens next, including how to access and get started on therapy.
How can point-of-care marketing address different patient needs?
Patients can have different information needs depending on their symptoms, condition and treatment. Relevant educational content can help patients recognize and discuss their symptoms and prepare questions for their healthcare provider. In some areas of care, caregivers may also need information to help with coverage and access, scheduling appointments and treatment schedules.
How does point-of-care marketing work with other marketing channels?
Point-of-care marketing can build on awareness created through channels such as TV, social and digital. As patients move from awareness to consideration, point-of-care content can reinforce the broader marketing mix with educational information that helps prepare patients for conversations with their healthcare provider.
How is the impact of point-of-care marketing measured?
Not every point-of-care interaction leaves a clear data footprint. The private conversation between a patient and healthcare provider can be difficult to observe, while actions after a prescription is written, such as filling a medication, can be measured more directly. How point of care is represented in measurement models, including the inputs used to evaluate it, can affect how its contribution is measured.