Perspectives from PatientPoint
Point-of-Care Marketing: A Brand-Safe Investment in Tumultuous Times
Today’s tumultuous times continue to present even tougher challenges for healthcare marketers. In the wake of last week’s riots at the U.S. Capitol, marketers have been left wrestling with the possibility of their brand message running alongside violent or emotionally triggering content on paid social and TV. Citing a lack of control and continued hypervigilance on brand safety, many brands have already pulled back or are considering adjustments to their paid social and even TV spend.
While we can’t change the world around us (if only that was possible), I can offer marketers reassurance in a safe space. The doctor’s office remains the most trusted, respected and relevant place for healthcare brands to connect with patients and healthcare providers. No matter the craziness outside, doctors and patients will continue to come together in exam rooms to discuss healthcare treatment decisions that drive brand impact. And the need for trusted education is greater now more than ever. PatientPoint is here to deliver.
With an investment in point-of-care marketing, brands can provide custom, curated content alongside award-winning education that helps empower and influence patients and physicians, leading to more impactful discussions that drive new and incremental scripts or trips to the store shelf. By advertising at the doctor’s office, brands also enjoy the halo effect of an implied endorsement of a healthcare professional.
In today’s inflammatory, polarized environment that can be rife with misinformation, marketers must weigh the risks of media placements. Thankfully, point of care plans can be targeted without the risk. From the doctor’s office waiting room to the exam room to the back office, point-of-care marketing guarantees brand-safe ad placement and has a solid track record of delivering on agreed-to adjacencies. The point-of-care industry has also elevated the documentation for campaigns with increased verification and proof of plays that enhances the delivery of performance to clients.
As we continue to navigate these unique times, I encourage healthcare marketers to consider placing your brand in the most safe, trusted environment of all—the doctor’s office. I can assure you that the only adjacency there today and always will be award-winning health information that patients and healthcare professionals trust.
Interested in learning more about how an investment in point of care can keep your brand safe while driving guaranteed results? Let’s talk—I’d love to hear from you.