{"id":2269,"date":"2024-04-18T16:23:54","date_gmt":"2024-04-18T16:23:54","guid":{"rendered":"https:\/\/www.terraboost.com\/?p=2269"},"modified":"2024-04-18T16:24:33","modified_gmt":"2024-04-18T16:24:33","slug":"point-of-care-advertising","status":"publish","type":"post","link":"https:\/\/www.terraboost.com\/blog\/point-of-care-advertising\/","title":{"rendered":"Point Of Care Advertising: How To Get Started [2024 Guide]"},"content":{"rendered":"\n

Consumers are exposed to pharmaceutical ads all the time, whether they\u2019re watching TV, surfing the internet, or driving past a highway billboard. But how often do consumers really engage with these ads?<\/p>\n\n\n\n

Many pharmaceutical companies are investing in point-of-care advertising for increased targeting and consumer engagement that other ad placements can\u2019t provide. <\/p>\n\n\n\n

So, let\u2019s break down how to get started in point-of-care advertising and the best strategies to use.<\/p>\n\n\n\n

What Is Point of Care Advertising?<\/p>\n\n\n\n

Point-of-care (POC) advertising refers to all the marketing material that patients and consumers are exposed to in a healthcare setting. These healthcare settings can include doctors\u2019 offices, clinics, hospitals, or even pharmacy waiting areas. <\/p>\n\n\n\n

Benefits Of Point Of Care Marketing <\/h3>\n\n\n\n

Point of care marketing is so effective for pharmaceutical companies because it provides an optimal contextual setting. By advertising in doctors’ offices and pharmacies, you can boost your brand awareness and align your company’s image with the medical professionals and pharmacists that consumers trust. Plus, patients are more likely to ask their care provider about an advertised drug or treatment if they see it right before their medical appointment. <\/p>\n\n\n\n

Another great benefit of point of care marketing is that it provides marketers with targeted reach. For example, a heart medication distributor could guarantee that their advertisements are viewed by their target audience if they advertise in a cardiac clinic. <\/p>\n\n\n\n

Point of care advertising is also a great medium for engaging healthcare professionals (HCPs). HCPs will obviously frequent healthcare facilities and it’s crucial for pharma companies to increase the awareness of their drug among medical professionals that can recommend and prescribe it to patients. <\/p>\n\n\n\n

If you’d like to dive deeper into the strategies, check out this guide on health marketing<\/a>.<\/p>\n\n\n\n

Examples<\/h2>\n\n\n\n

Wellness Boards in Pharmacy Wait Areas<\/strong><\/p>\n\n\n\n

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Wellness billboards are an innovative advertising medium that offers consumers sanitizing wipes below a prominently featured advertisement. These wellness boards can compound the contextual benefits of POC advertising by directly appealing to health-conscious consumers and encouraging them to stop for a moment, take a wipe, and view the advertisement. <\/p>\n\n\n\n

Terraboost is a leader in this advertising channel and independent studies have shown that 66%<\/a> of shoppers engage with sanitizing kiosks and that 50% would take a coupon or brochure to learn more about the sponsored company. <\/p>\n\n\n\n

Flu Shot Promotions in Urgent Care Facilities<\/strong><\/p>\n\n\n\n

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These posters are a great example of how POC advertising can be used to initiate a conversation between patients and care providers. By promoting flu vaccines in their urgent care clinics, the Minute Clinic encouraged patients to ask their healthcare provider about the flu vaccine and therefore increased vaccination rates.<\/p>\n\n\n\n

Digital OOH Advertising in Lobbies<\/strong><\/p>\n\n\n\n

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Digital out-of-home (DOOH) advertising can be immensely effective in healthcare settings and provide patients with engaging content with alternating images or even animated displays. However, advertisements in doctor\u2019s office lobbies and exam rooms can go unnoticed as patients will be preoccupied with filling out forms and their personal health concerns. <\/p>\n\n\n\n

How To Implement Point of Care Advertising<\/h2>\n\n\n\n

Marketing campaigns can have a variety of approaches to point-of-care advertising, so it\u2019s important to fully understand your objectives and use the best mediums to accomplish them.\u00a0If you’re interested in understanding more about medical advertising, you might find this article<\/a> valuable.<\/p>\n\n\n\n

Set your goals<\/strong><\/p>\n\n\n\n

Pharmaceutical companies can utilize point-of-care marketing to increase brand awareness, drive product sales, or launch new products. However, some marketing campaigns can be even more specified and look to engage with HCPs, increase disease awareness, or even partner with Key Opinion Leaders (KOLs).<\/p>\n\n\n\n

With each of these objectives, marketers will select different ad placements and mediums to better reach their target audience. <\/p>\n\n\n\n

Identify your target audience <\/strong><\/p>\n\n\n\n

Pharma marketing has two main target audiences: <\/p>\n\n\n\n