Imagine you have a sudden migraine, and it leads you to your nearby doctor for a checkup. You arrive at the HCPs (Healthcare Professionals) work site and are told to wait for 30 minutes. What do you do? You scroll through your internet-enabled smartphone to pass the time. But do you know what healthcare marketers do? They target you with their healthcare products or services at the location. This is what point of care advertising is!
Remember that even in the current era, healthcare brands reach out to you in the traditional manner, via magazines or other mediums. So, suppose you are not interested in using your smartphone in the waiting area. In that case, there is a high probability that you’ll pick up a random magazine where cover wrap might convey that your local pharmacy is offering a more comprehensive range of drugs than ever before.
What is POC advertising?
In simple terms, it refers to the promotion of healthcare products/services at the location where patients receive treatment. These locations are hospitals, clinics etc. This type of advertising is quite effective in the healthcare industry as its ultimate goal is to reach the patients and their caregivers when they are most likely to make important healthcare decisions. This advertising promotes the product/service via displays, videos, brochures and even digital kiosks.
However, not only for the potential patient, but this advertising also plays a crucial role for healthcare professionals. This is because, in this case, you’ll witness that you are being targeted with ads for pharma products when you’re active on the internet, researching to gain knowledge or to learn about the latest news.
What are its pros?
Targeted audience
This type of audience allows healthcare brands to reach potential patients and their caregivers when they are most likely considering treatment options and making healthcare decisions.
Patient satisfaction
By providing relevant information, POC advertising helps patients make more well-informed healthcare decisions. This ultimately leads to increased satisfaction with their treatment.
Increased recall
People are more likely to remember the information presented to them when they are actively seeking information about a service or product.
Conclusion
In the current era, the penetration of internet-enabled smartphones is increasing rapidly, and there is no looking back now. The internet is exploding, and targeting potential customers here is more than necessary now. When it comes to healthcare, the first and foremost thing a potential patient does is go on the internet and look for cures. So, this is where the point of care advertising steps in.
Doceree plays a major role for the pharma brands when it comes to this type of advertising. It basically identifies and precision targets over 1 million* physicians across the entire U.S.A (United States of America) for non-personal promotion and a personalized experience.
