Imagine you are in the waiting area of the physician. Now, in this situation, everyone has two options. Either to pick up a smartphone or a magazine. Being targeted via ads at the right time, place, and medium is exactly what point of care advertising is.
So suppose you scroll the web while waiting for your turn and receive a pop-up message about a new medicine which then reminds you to talk to your physician about a recommendation as the current brand you are using is unable to do the job anymore.
Be it any industry, brands try to reach out in every way possible. If not your smartphone, you’ll definitely reach out for a magazine where the cover wrap might convey that your local pharmacy is offering a more comprehensive range of fever drugs than before.
What is POC advertising?
Generally popular in the healthcare sphere, it helps finds customers at the right place and time as it works as an outlet for pharmaceutical companies to share their brand message. Here, the typically targeted healthcare settings are waiting areas, physician’s offices or exam rooms.
Further, it generates awareness, educates consumers, encourages doctor-patient conversations, and, most importantly, influences purchase decisions. Undoubtedly, it has evolved with the integration of geo-targeting and data.
What are its benefits?
Not only on the consumer side but physicians too are being targeted when it comes to point of care advertising. Whenever they go online, they are targeted with various products with the ultimate goal of changing their prescription behavior.
- Detailed targeting
It allows you to target an individual just when they are showing interest in something relevant. So, if you are not well and searching for treatments on the internet, you’ll come across many products and research how a particular product can cure the problem.
- Influencing prescription behavior
One of the most significant factors of this type of advertising is that it influences prescription behavior. Most of the time, the advertising partners here are chosen based on their ability to provide a high match rate of the brand’s HCP target list. So, basically, this means that at the campaign’s onset, the brand message will appear at the targeted physician’s workplace. This increases their exposure to the message, ultimately changing their prescribing behavior.
- Rise in sales
When any organization invests in POC advertising, they witness a rise in sales. With the right marketing strategy, they offer curated content that helps empower and influence physicians. This leads to more impactful discussions that drive new and incremental trips to the store.
From billboards and magazines to targeted and placed digital ads, this advertising has come a long way and is set to evolve at every step with technology.
About Doceree
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 entire U.S.A (United States of America) for non-personal promotion and a personalized experience.