When it comes to marketing in the healthcare industry, it is important to understand that you need to be very careful of the marketing channel. This is because a very niche audience is being targeted here.
When we talk about Point of care advertising, our prime focus, it is all about the company reaching the potential consumer at the exact time when they are showing interest in something similar or relevant.
It is essential to understand that be it any domain, advertising plays a very important role in order to see the light in sales figures. This is because the ultimate goal of every brand is to generate revenue.
What is POC advertising?
It refers to the promotion of medical products/services directly to patients or healthcare professionals at the point of care, such as in a clinic or a hospital.
This advertising includes promotional platforms such as posters, magazines, brochures, and informational videos displayed in the waiting rooms. It can also include sponsored educational events or programs for healthcare professionals.
What are its advantages?
- Influence prescription behaviour
This advertising majorly impacts the prescription behaviour of the HCPs. This is because most advertising partners are chosen based on their ability to provide a high match rate of the brand’s HCP target list.
In simple terms, it means that the brand message will appear at the targeted professional’s workplace to increase their exposure to the message, ultimately changing their prescribing behaviour.
- Comprehensive targeting
When executed rightly, point of care advertising helps big pharma companies target potential customers just when they are showing interest in something relevant. For example, if you are a healthcare professional and during your free time, you keep yourself updated with the latest news in the domain.
Further, during this, you come across an article/blog about a disease, and while reading about it, you see an ad that offers a medicine that helps to prevent it. This is what exactly this type of marketing does.
- Sale increase
Investing in this type of advertising undoubtedly leads to an increase in sales figures. This is because, with the right execution of strategy and technique, it offers curated content that influences the HCPs.
This leads to more impactful discussions that drive new and incremental trips to the store.
If you are a pharmaceutical brand who hasn’t yet invested in POC advertising, you should know that you are missing out on a lot! From magazines, newspapers and billboards to targeted and placed digital ads, this type of advertising has come a very long way.
World’s First Ad exchange for branded Healthcare Professionals (HCPs) advertising, Doceree is powered by Espyian, a proprietary HCP validation engine. This identifies and precision targets over 1 million* physicians across the United States of America for non-personal promotion and a personalized experience.