The marketing and advertising involved in certain fields and industries is so niche that it can be hard to pin-down the specific way to communicate and connect with the target audience. This is certainly the case when it comes to pharmaceuticals, personal medical equipment, and other types of medical treatments or supplements. However, the consumer population who needs information and education about their specific situation is vast. There are quite literally millions of people dealing with a variety of medical situations each and every hour. Knowing when and how to reach this population with helpful, educational, and informative materials can help develop consumer trust, and can even lead to higher rates of conversion.
In order to better connect with this population of patients, marketing and advertising professionals have developed a series of tactics and strategies known as point of care advertising or POC advertising.
What is Point of Care Advertising
Point of care advertising is a series of marketing tactics and strategies that involves placing advertisements directly in medical facilities. The waiting rooms in a doctors office, or the lobby, for instance are two popular areas in which marketing and advertising professionals can place helpful and informational material about medical treatments, pharmaceuticals, or alternative healing methods.
Because the consumer-population in a waiting room typically doesn’t have an idea of how long they’ll be there, they have a tendency to look for a distraction. This is also because they may be looking to think about anything else except the reason that they’re there. Another portion of the population, though, may be seeking information and education about or around their health.
In turn, this makes the development of target audiences important even in the context of point of care advertising. If your target audience is on the younger side, for instance, you may want to target pediatricians’ offices and consider integrating interactive advertisements into the marketing plan.
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Simple Point of Care Advertising Tactics
There are a few simple point of care advertising tactics that can work well and are typically cost-effective. One of the easiest ways to get into point of care advertising is through the development of a simple, static, printed piece of educational content. This can be in the form of a smaller piece of content that’s distributed throughout the waiting rooms, or it could be a full on disease-guidebook or a medical-poster on the wall. Making use of any one of these printed marketing tactics is a cost-effective tactic that can help consumers learn about what they’re going through, as well as the products or services that your brand offers. This is far from the extensive list of point of care advertising channels that are available, though.
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Before moving onto slightly more complicated forms of POC advertising, it’s important to note that printed marketing material specifically performs well with a slightly older demographic. This is, again, where it’s helpful to have a well-defined target-audience in the context of POC advertising.
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Technology Enhanced Point of Care Advertising
Technology is continually playing a larger and larger role in society and our everyday lives. Technology is everywhere, especially in the world of marketing and advertising. In that way, some doctors’ offices are outfitted with digital posters or digital signs.
These signs can be a great place for POC advertising, and can even give brands the opportunity to create interactive or animated advertisements. Not only that, but because these signs are digital, content can be rotated, giving brands the opportunity to either get extremely creative, or extremely educational with their messaging.
In the context of point of care advertising, potential consumers are willing more than ever to give their undivided attention to relevant content that speaks to them. Creating educational content, virtual or otherwise, that is of substance and value to the consumer is undoubtedly the best way to keep their attention, and convert them to a customer with POC advertising.
Some other Point of Care Advertising Tips to Keep in Mind
Finally, there is a whole segment of consumers who are digital natives, meaning they rely more on social media, the internet, and their smart technology for information than they do printed materials or even nearby digital signage.
If this is the consumer demographic of patients you’re targeting, you’re going to need to get creative with your POC marketing. Mobile applications perform specifically well within this demographic, but present a significant cost to develop. Knowing your target audience will help you design POC advertising that is engaging, educational, and impactful.
One final note to make about point of care advertising is that its efficacy can be a little tricky to measure as it is considered an arm of outdoor advertising.
Wrapping up on Point of Care Advertising
Point of care advertising can be a powerful tool for the right brand, but it certainly isn’t for every organization. POC marketing tactics are specifically helpful among treatment plans, pharmaceuticals, and alternative healing treatments. Considering everything involved, it should be easy to tell if point of care advertising will be a strong marketing tactic for your brand.
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