As pharma marketers continue to expand their footprint in the point of care (POC) channel – a channel where spending is growing at eight-times the rate of television spending – they are realizing not only its potential but the importance of ensuring their messaging mirrors their brand essentials as much as possible. For pharmaceutical brands, […]
The Point of Care Communications Council (POC3), an industry association dedicated to advocating for the effective use of the point of care (POC) channel to advance health and healthcare outcomes, recently held its annual meeting in New York to discuss how to elevate healthcare at the POC. Whether we come from clinical, marketing, patient education, […]
The patient as the consumer. You’ve heard this one before. Additionally, you’ve probably read about how you, as a healthcare marketer, need to view patients through that lens from now on. But how do you actually turn that insight into action? Before answering that question, we should be asking ourselves how accurate the “consumer” label […]
In the past year, news stories have featured multiple outsider challenges to “the Establishment.” Traditional authority faces threats of being upended. Moreover, the challengers seem to have emerged with tsunami-like force, seemingly out of nowhere. Technology makes it easier for like-minded individuals to find each other and collectively demand changes that may shake up the […]
Part 3: The Medications A few months ago, I went for a blood test and found out my A1C was over 10%. This, combined with an unexplained weight loss of about 30 pounds, lead doctors to the obvious conclusion that I had joined the ranks of about 30 million Americans who had diabetes. At this […]
Part 2: The Blood Glucose Monitor Editor’s Note: This is the second installment in Scott Ehrlich’s multi-part series, What’s a Diabetic to Do? Join us as he shares a first-hand account of his experiences as he moves along his treatment journey after having been diagnosed late this summer. Click here to read his first article on this subject. […]
In recent years, as a result of advances in technology, expansion of channel reach and increased focus on patient outcomes, the Point of Care channel has grown to be a more important part of brand marketing strategies – most notably for healthcare marketers. Campaigns at POC have been successfully fueled by data-driven targeting and […]
As patients experience greater financial risk and responsibility for their healthcare, patients are becoming more active decision makers. They are no longer passive and accepting of healthcare decisions made by providers. Patients are consumers of healthcare and we, as an industry, must change how we think about patient-centricity and focus the lens of our business […]
Today’s best adherence programs emphasize the critical role of patient engagement in driving success. In my first article, I discussed the overall value of patient adherence programs and how implementing best practices for program design can make your programs more relevant to patients. Taking this approach one step further, engagement programs can and should occur […]
Marketers are aware that the rules of engagement with their customers have dramatically changed. Brands now need to offer content and information that is much less promotional, offering more of a shareable – and shared – experience. Online channels have driven much of the change, and the digital experience has rapidly evolved to short-form content […]
