Whether your content shares valuable treatment options or healthcare advice, many medical practitioners and companies take advantage of point of care advertising to share their brand message. Because it effectively finds your target patients where they are most likely to seek medical advice, advertising in a physician's office or medical setting ensures your message will find a receptive audience.
What Is Point Of Care Advertising?
Point of care advertising provides an outlet for medical and pharmaceutical companies to share their brand message. Typically targeting healthcare settings, like a hospital waiting room, doctor’s office or exam room, POC advertising finds customers at the right place and time.
Care ads let you take advantage of wait times at doctor’s offices, and provide patients with materials to peruse. By giving patients more information and agency, they will become better informed and able to talk to their healthcare providers about their care options.
How Does Point Of Care Advertising Work?
The majority of care ads are printed materials that can easily be distributed in medical offices. When patients arrive at the waiting room of their doctor’s office, they typically are in a receptive state, and ready to learn about strategies that can improve their health. This is a great opportunity to provide them with educational materials that help expand their awareness of different treatment options.
Pharmaceutical marketing can be an excellent way to enhance a patient’s understanding of signs and symptoms to look out for and dangerous vitals to keep an eye on, like high blood pressure. Point of care advertising is one of the most effective marketing strategies for medical service providers because it engages customers and helps to enhance their doctor-patient relationship. By equipping patients with essential information and options, they can better understand what questions they should be asking healthcare professionals and treatments that may be available to them.
Point Of Care Channels And Options
There are several different options to consider when designing your point of care advertising campaign. When designing materials, take accessibility into account and remember that effective materials will present information in different languages, depending on the regional language preferences.
Digital Posters In Exam Rooms
Some medical exam rooms offer digital screens that can display educational materials while patients wait to see their doctor. These placements provide an excellent opportunity to connect with patients while they wait, and give you added flexibility to design animated or interactive content. Digital screens can provide rotating content, allowing you to incorporate a great deal of information in a digestible way. Because patients are often looking for something to do while they wait, you are likely to have their undivided attention for longer than you would in other settings.
Disease Education Guides
Disease education guides provide educational materials that are often distributed in medical offices and waiting rooms. When patients visit their medical providers, they are thinking about their health and the health of their loved ones, and a well designed educational pamphlet will likely capture their attention.
Caregivers are increasingly taking advantage of patients’ reliance on their smartphones and social media accounts for obtaining medical information, and you should too. Mobile apps are a good way to reach your target audience with POC content, but they likely will take a lot more time to design and execute. This strategy is likely to be more effective if your target audience is younger.
Classic Exam-Room Posters
While waiting for your doctor to arrive, you’ve likely glanced around the exam room and seen a proliferation of medical information on the walls. These wallboards are meant to inform patients of different warning signs and symptoms they should be aware of, and are an effective place to share information about your products and treatments. Like other forms of healthcare marketing, patients expect to learn about valuable treatment options at their healthcare center, and exam room posters are a great way to get your brand message across.
How Much Does Point Of Care Advertising Cost?
The cost of point of care advertising, like other forms of patient education, will depend largely on the format and scope of your marketing campaign. If you decide to use printed materials the cost will likely be lower than if you choose to design animated digital material for waiting room screens. Work with a reputable design company to create eye-catching content, and be sure to have all informational material vetted by medical professionals.
How To Choose The Right Point of Care Advertising For You
Point of care marketing provides an effective strategy within the field of healthcare marketing. Depending on your brand and target audience, you may find that one type of POC advertising better transmits your message. Exam-room options, like wallboards and posters, are good for general educational materials, and content that is easy to digest. People often have shorter wait times in exam rooms, and may have less time to read over materials. Printed materials for waiting rooms are a better option if you’re looking to provide a more in-depth educational guide, because patients can easily grab a pamphlet and take it with them to peruse later.
Consider your overall goals when designing your campaign, and how to best reach your target patients. Your unique brand message will dictate the best POC strategy for you.