In the healthcare industry, various types of marketing strategies are implemented in order to increase awareness and ultimately generate revenue. Apart from the mainstream marketing schemes, one of the marketing tactics is the point of care marketing.
For healthcare marketers, it is quite an effective way to reach the potential audience who are actively seeking medical attention. Also, it helps in creating awareness, generating leads and influencing patient behaviour towards a product or service.
As the name implies, it is basically the practice of promoting healthcare services/products to potential patients at the time of their visit to a physician. When it comes to this type of marketing, it is generally carried out via various channels such as posters, brochures, digital displays or even interactive devices (tablets) in healthcare settings. These settings include clinics, healthcare facilities, pharmacies etc.
The primary objective of implementing this marketing is to create awareness to ultimately improve patients’ health outcomes while they are in the process of seeking care. Moreover, it can also be used to educate patients about disease prevention, treatment options, screening tests etc.
All in all, it helps healthcare professionals to engage patients in their journey and improve outcomes by providing relevant information at the right place and at the right time.
What are its advantages?
Timeliness is one of the top pros of this type of marketing that falls under physician digital marketing only. It offers healthcare marketers an opportunity to reach patients at the right time. Now, this right time means they are actively seeking medical attention. This factor helps in ensuring that the message is relevant and delivered timely.
To promote healthcare services/products, this type of marketing is quite an effective way. This is because, unlike traditional marketing channels such as television, radio or newspapers, the campaigns are more targeted and likely to result in a positive response.
When a healthcare marketer invests in this type of marketing, it helps enhance trust between the patients and the healthcare professionals. When potential patients receive helpful information at the point of care, they are more likely to view their physician as a trusted source of healthcare.
Educating patients about certain things, such as the prevention of diseases, adherence to medication, options for treatment, help improve overall patient outcomes. So, therefore, patients who are more informed and engaged in their healthcare journey are likely to develop better health outcomes.
How marketers can learn to optimize point of care communication?
Understanding the patient journey is the first step in optimizing this type of communication. This includes understanding the patient’s preferences, needs, and behaviours at each stage of the journey. This helps marketers to create content that is relevant and personalized.
This communication is the most impactful when the messaging is clear, precise and easy to consume. Ensure that you avoid complex medical jargons, which might be challenging for the audience to understand.
Important part of physician digital marketing, regularly evaluating the effectiveness of point-of-care communication is essential. This includes keeping a record of patient engagement, behaviour change and satisfaction.