The Evolution of Point-of-Care Marketing in Pharma

Hensley Evans and Victoria Summers

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New research from ZS confirms that waiting rooms and exam rooms remain important places to engage patients with pharmaceutical messaging. After all, the Vitals 8th Annual Wait Times Report, released in March 2017, reported that average patient wait times are about 20 minutes.

However, the environment in which these patients are waiting has changed significantly. Offices have redecorated their waiting areas and settled into a new workflow—one that engages digital media at nearly every step. This move to a more digitally connected physician’s office has been reflected in the point-of-care (POC) marketing options available. A patient can now watch medication adherence videos on an exam room wallboard, sign up for a patient support program on an in-office iPad, request information via a digital tablet at check-in, or learn about a vaccine from a TV commercial in the waiting room. As a result, POC vendors are developing more digital solutions to engage patients and augment physician consultations.

The Evolution of Point-of-Care Marketing in Pharma provides insights from our 2017 study on the Point-of-Care consumer market, including the expected industry growth rate, factors driving this growth, and challenges and success factors for POC marketing.

About the Experts

Hensley Evans is a principal in ZS’s New York office and is the leader of ZS’s consumer and patient marketing practice. Hensley has worked with many of the world’s top healthcare, biopharmaceutical and consumer packaged goods brands to offer strategic direction and insight.

Victoria Summers is an associate principal in ZS’s New York office with more than 18 years of experience leading marketing initiatives and implementing pharmaceutical marketing analytics and strategy. She focuses on patient marketing strategy and helping clients make data-driven strategic decisions.