This training session will convey the state of the POC industry and its role in patient and HCP education. Led by Victoria Summers, this course will address the current and future state of the POC Industry as well as its various media options and new innovations being rolled out. Understand POC’s role in DTC campaigns – including brand marketer’s perceptions. Learn about best practices in measurement to ensure marketing mix nuances are addressed and impact is captured. Think beyond the sales force targets, and what content strategies you can consider when "lift and shift" isn’t good enough.

In today’s rapidly evolving healthcare landscape, reaching patients, caregivers, and healthcare professionals with the right message at the right time is crucial. Point of Care Marketing (POC), also called Point of Care education, enables healthcare organizations to engage, educate, and influence audiences across various patient touchpoints. This course will help you gain an enhanced, comprehensive understanding of POC marketing, including its impact on patient outcomes, patient-provider conversations, and brand visibility. From design to copy, this course will take a deep dive into creating effective content at various touchpoints, as well as provide tips marketers can use when choosing content media partners. Discover the integral role point of care can play in increasing health literacy of audiences, empowering individuals to take control of their well-being and navigate the health care system effectively. Course leaders, Vanessa Cognard and and Nicole Stratford, will also share how health marketers can evaluable the effectiveness of their POC marketing materials. Attendees will receive a take home tool to use for their marketing campaigns as well.

Point of care provides critical information at the point where patients are often highly receptive. Learn best practices for developing ad creative, product lifecycle considerations when creating a media plan. Learn best practices for the ad creative process for and the various product lifecycle considerations when creating a media plan.

Content may be viewed as a commodity these days (hello, ChatGPT!), yet not all content is created equal. In the DTC space, it has the potential to raise condition and brand awareness, connect patients and healthcare providers, stimulate effective dialogue in the exam room, break down communication barriers, embolden patients to engage in shared decision-making and motivate them to adhere to treatment. When well crafted, it can drive patients to ask about your brand and ultimately be life-saving. So what are the hallmarks of effective content? Maria Lissandrello, SVP/Chief Content Officer at Health Monitor, explains what sets quality content apart and why you need it.

Tailoring your messages personalizes the experience a patient has with your brand, helping you resonate and connect more with them. Developing the right content can also help you establish trust and credibility among audiences, cultivating your relationships with them.

The healthcare industry is a dynamic structure, full of complex inner workings and subsystems. It encompasses distinct members that play vital roles in patients’ lives – the same way that the human body relies on organs to perform its most important functions. Although these separate parts carry great responsibility as individual units, it’s also crucial for them to work in unison as one robust body. In this master class, we will teach you about the four sectors that work concurrently within the retail pharmacy — the pharmacist, prescription drug services, consumer goods, and consumer services. You will learn about the unique opportunities the pharmacy provides to its communities for health improvement, education, and guidance. Lastly, we will teach you some of the methods pharma marketers can use to unleash the power of the pharmacy and reach their target patient audiences.

The path to wellness is not linear. Jenn’s goal is to create and provide customized services that meet people where they are in their journey. Learn how to provide multi-channel health education while balancing regulatory and compliance needs to implement strategic initiatives with empathy and customer service excellence.