When cable television first brought a banquet of channels to viewers, were we ever dazzled! In time, however, the common lament, even from musician Bruce Springsteen, became, “Five hundred channels and nothing’s on.” So the industry shifted, with On Demand bringing viewers more engaging shows and movies—providing what they wanted. And with added DVRs, when they wanted it. So what does this have to do with pharma marketing? Well, a few things. Read on…
Last September, at PM360’s Point of Care Circle of Excellence held just before our annual Trailblazer Awards Gala, we asked our Trailblazer Brand Champions this question: Which POC channels are most effective and why?
Their answers (click here) revealed their most effective channels in print and digital, video, interactive websites and so on. Then the touch points: In the exam and waiting rooms, at the pharmacy at the very moment—the when—patients are most receptive to receiving health and prescription information. And, at the moment messaging is most impactful: When physicians are researching conditions and treatments. When they are writing a prescription. In real time. Yes—at the right place, at the right time.
Quickly, the conversation turned to what actually makes channels effective: Learning what patients and physicians truly want—and giving it to them. But not in the same old tired way. Messaging must stand out in this very competitive marketplace. It has to grab attention. It has to engage. It has to be credible. And it has to result in an action: Patient understanding that leads to more informed conversations with doctors—and doctors who write that prescription for your product.
But in this issue, it’s not only our Brand Champs who have something to say about POC. See our Guest Commentary by Tom McGuinness, CEO of PatientPoint. Read our industry expert, Richard Meyer’s DTC/DTP column. Our authors spell it out: POC is only beginning to mature. New touch points across the POC spectrum are being sought—and found. It can be challenging, but no lack of opportunity exists for today’s pharma marketers—even in this highly regulated industry. But you better be on board!
Yes, it’s exciting, but the excitement doesn’t stop there. Our March edition features our annual Greatest Creators, the supplement dedicated to all things creative from marketers in the pharma industry. We’ll share the best work of our marketing world’s crème de la crème—and feature original artwork on the supplement’s cover from one of our industry’s many talented artists. We think you will love it!
