The document discusses maximizing marketing opportunities at the point of care. It begins by outlining a typical consumer's healthcare journey, from initial online research to appointments with doctors and pharmacists. It then defines point of care as anywhere consumers receive healthcare interactions. The rest of the document provides evidence that marketing directly to consumers at points of care can be an effective strategy, including data showing recall of ads and actions taken after exposure. It also notes consumers are open to health information at points of care along their journey.

1. HEALTHCARE CONSUMERISM,
INNOVATION & EVOLUTION TO THE
PONT OF CARE
MAXIMISING THE MARKETING
OPPORTUNITY
Dr Matthew Cullen
CEO Tonic Health Media
August 2019

2. TODAY’S AGENDA
1. Health Consumer Journey
2. What is it about the ‘point of care’?
3. What is the evidence for marketing at the ‘point of care’?
4. What consumers tell us about the ‘point of care’?

3. HEALTH CONSUMER
JOURNEY

4. IMPORTANCE OF HEALTHCARE CONSUMERISM
“Many consumers would like to be better healthcare consumers -
In particular, they want to be better able to make decisions to
address their needs.
Respondents – even those with good insurance coverage, repeatedly
indicated that they want to be good healthcare consumers who can
make informed choices about the care they receive.
Most of the respondents said that they do not believe they can do
that today.”
Healthcare Consumerism 2018: An Update on the Journey

5. CONCERNS OF CONSUMERS
Four important themes emerged in the McKinsey Survey:
Affordability of healthcare
Continuity – many consumers lack continuity in their healthcare journey
Digital – consumers are increasingly demanding digital solutions and tools
to be a core part
Engagement – many consumers want to collaborate and be good healthcare
consumers who want to be educated and navigate the system
Healthcare Consumerism 2018: An Update on the Journey

6. CONSUMERISM & THE DIGITAL HEALTH EVOLUTION
(ANDHEALTH 2019)

7. INFLUENCE OF HEALTHCARE CONSUMERISM
1) Empowerment: information and
knowledge that enables me to actively
participate in my healthcare management
2) Expectation: my voice needs to be heard
and there are always options
3) Ease: I can get exactly what I need or
want exactly when I need it without hassle

8. HONING INTO THE HEALTH JOURNEY
Sophie Johnson
35 years old
Married
Mother, child 3 months old
Living in Chatswood
Family is priority
90% Meals are important for my
family
95% Proud of my family
Internet is the source for
information
“I need a mobile phone to
access the Internet”
80% are mid-high internet
users
Reliance on local hospital
83% agree local hospital would
provide adequate treatment if
accident occursDATA SOURCE:
MARCH 2019 ROY MORGAN SINGLE SOURCE SURVEY AUSTRALIA

9. Sophie’s search starts on the
Internet
To ensure Sophie’s family + baby is always healthy,
as a mid-high Internet user she starts to research
information through the Internet.
With over 1.1 million Australian page views each
month, 5.5k+ best-in-class rich health contents,
Sophie is very likely to come across myDr.com.au
and be exposed to ads that’s relevant for her.

10. Sophie makes an appointment to
see her local GP
To find out more about the information she saw on
the Internet, along with the relevant product ad she
was exposed to, she makes an appointment to see
her local GP.
While waiting to see her GP, she is exposed to ads
in the doctor’s office (33% more likely), and recalls
seeing the same ad she saw at myDr.com.au.
DATA SOURCE:
MARCH 2019 ROY MORGAN SINGLE SOURCE SURVEY AUSTRALIA

11. Sophie gathers all the
information she needs, and is on
her way to purchase the product
After finding out all the information, Sophie goes to
the nearest pharmacy. She is again influenced by
our strategically placed digital panel asset, boosting
her purchase consideration even further.
After visiting the pharmacy, she will do grocery
shopping and head back home. (2 in 3 go grocery
shopping / pharmacy after the appointment)
DATA SOURCE:
TONIC HEALTH MEDIA IN PRACTISE SURVEY W2 2018

12. HEALTH CONSUMER JOURNEY
Symptoms /
Diagnostics
Make an
appointment
Waiting
Room
Consult with
DR / Nurse
Examination
(Blood test /
X-rays, etc.)
Pharmacy Supermarket Home
Online search
51% search
information online
at least once a
month for self /
family health
wellbeing3
51% agree online
sites are a great
resource for
themselves and
family4
37% search online
when symptoms
appear4
Appointment
method
Over 5 million
Australians see a
doctor at least
once every 4 weeks
on average^
32% make GP
appointment
online2
62% make
appointment by
phone2
Dwell time
Average dwell time
in the waiting room:
30 minutes*
100% of consumers
agree they notice
Medical / Health
materials in the
waiting room1
71% agree they
have watched video
/ televised content
in the waiting
room1
Consultation
Consumers rely on
medical
professionals to
find out more
information on
various health
categories &
symptoms
To name a few,
Medical
Professional is the
#1 source when it
comes to3,4
Mental illness, 73%
Pain relief, 67%
Seasonal products,
62%
Healthcare
Products / brands,
61%
Post examination
After consultation,
1 in 10 go to
another medical
appointment (e.g.
pathology, x-ray,
blood test, etc.)2
Pharmacy after
the appointment
48% go to the
pharmacy after
their appointment3
Among this
audience:
85% filled a script in
the pharmacy3
35% bought an
over the counter
product3
70% agree they
notice posters /
digital screens at
the pharmacy3
Grocery
Shopping after
the appointment
38% go to the
grocery store after
the appointment2
Among this
audience:
67% shop for foods
to be cooked or
consumed that
day2
60% shop for foods
to be cooked or
consumed later in
the week2
Online search
After their
appointment, 19%
search online to
find more
information on their
diagnosis4
Source: (1) Roy Morgan Research In Practice Survey, October 2016
(2) Tonic Health Media In Practice Survey Wave 2, April 2018
(3) Tonic Health Media In Practice Survey Wave 3, October 2018
(4) Tonic Health Media In Practice Survey Wave 4, April 2019
(^) Roy Morgan Single Source Australia, March 2019
(*) Australian Association of Practice Management

13. What is it about the ‘point
of care’ ?

14. DEFINITION OF POINT OF CARE
Anywhere and everywhere a consumer is receiving care via an interaction with a
healthcare professional
Spans a multitude of channels and key points along the patient journey
and
Represents the closest parallel to ‘point of purchase’ within the retail industry
It is effectively the “last mile”

15. POINT OF CARE CONTENT– GOALS
• Empowering patients and care partners to take an active role in their
healthcare management
• Facilitating more meaningful and effective engagement between
patient/caregiver and Healthcare Professional (e.g. GP or nurse)
• Driving increased wellbeing and preventative healthcare,
• Encouraging earlier diagnoses, better (personalised) treatment protocols, and
adherence
• Improving overall healthcare and wellbeing outcomes

16. WHAT IS POINT OF CARE
MARKETING?
Target consumers within a trusted care setting where important health
and lifestyle decisions are made.
Built on the understanding that an informed patient with increased
health literacy will benefit not only the patient, but also the healthcare
sector as a whole
Contextually relevant Point of Care environments to achieve ROI and
portfolio growth.

17. WHAT IS DIFFERENT ABOUT HEALTHCARE PRODUCTS
AND SERVICES?
 Highly personal – directly and indirectly i.e. self and family
 “Emotional ownership”
 “Psychological defences”….why and why not
 Trust, quality, safety
 Outcomes
 Brand

18. MOST TRUSTED PROFESSIONS (ROY MORGAN
SURVEY 2017)

19. BRAND DEVELOPMENT AND CUSTOMER
PSYCHOLOGY
Resonance
Judgements Feelings
Performance Imagery
Salience
I care about this brand
and perhaps it cares
about me
I have an opinion about it
in memory and it is easy
for me to retrieve it
If asked, I can see how it’s
the same or better than
other brands
Customer Orientation
It’s top-of-mind when I
think of the category
Brand Relationship
Stages of Brand Development
Brand Evaluation
Brand Meaning
Brand Awareness
Source: Professor Kevin Lane Keller

20. FUNDAMENTAL ELEMENTS OF
VALUE
The Elements of the Value Pyramid
Products and services deliver fundamental elements
of value that address 4 kinds of needs:
1. Functional
2. Emotional
3. Life Changing
4. Social Impact

21. HIGH IMPACT “EMOTIONAL MOTIVATORS” –
TOP 10
I am inspired by a desire to: Brands can leverage this motivator by helping customers:
Stand out from the crowd Project a unique social identity; be seen as special
Have confidence In the future Perceive the future as better than the past; have a positive mental picture of what’s to come
Enjoy a sense of well-being Feel that life measures up to expectations and that balance has been achieved; seek a stress-free state
without conflicts or threats
Feel a sense of freedom Act independently, without obligations or restrictions
Feel a sense of thrill Experience visceral, overwhelming pleasure and excitement; participate in exciting, fun events
Feel a sense of belonging Have an affiliation with people they relate to or aspire to be like; feel part of a group
Protect the environment Sustain the belief that the environment is sacred; take action to improve their surroundings
Be the person I want to be Fulfill a desire for ongoing self-improvement; live up to their ideal self-image
Feel secure Believe that what they have today will be there tomorrow; pursue goals and dreams without worry
Succeed in life Feel that they lead meaningful lives; find worth that goes beyond financial or socioeconomic measures
• Hundreds of “emotional motivators” drive consumer behaviour
• Emotional connection does not necessarily relate to being liked or trusted
• Every brand will have its own set of emotional motivators
• A process need to be gone through via survey, interviews, data especially your best customers to understand your brand’s
unique motivators
Ref: Scott Magdis, Alan Zorfas and Daniel Leemon
Harvard Business Review 2015

22. What is the evidence for
marketing at the ‘point of
care’?

23. WHY ADOPT A POINT OF CARE STRATEGY?
While the main objective behind point-of-care
marketing is to build awareness, brands are
increasingly using the channel to promote patient
education and treatment adherence.
Patients are more receptive to health information
and often primed for action at point-of-care.
Third party studies (IQVIA, FieldForce Planning)
have shown that Point of Care marketing can
generate as much as a 5-to-1 ROI
36% of pharma brand marketers expected to
increase their POC marketing investment*
*Medical Marketing & Media Healthcare Marketers 2017
Trend Report (USA Data)

24. MEDIA @ POINT OF CARE SPEND GROWTH IN THE USA
2018
$528
M
2019
$571
M
2020
$657
M
2021
$755
M
2022
$869
M
• US Dollars
• 65% growth anticipated in a 5 year
period
• >20%of brand marketers plan to
increase their spend in POC by at least
50% in next few years
Point of Care Study, April 2019

25. DRIVE TOWARD VALUE-BASED CARE
Point of Care Study, April 2019
Reimbursement for advertising pharmaceuticals in the USA seeks return
on investment. Increasingly based on lowering costs and improving
treatment protocols:
Anticipate
Outcomes
Treat for
Outcomes
Prove
Outcomes
Predict
Outcomes

26. MAKING IMPACT @ POINT OF CARE
ONE USA EXAMPLE CASE STUDY

27. PROVEN RECORD OF SALES UPLIFT
GENERATING ACTIONS WITH EFFECTIVE DISEASE AWARENESS CAMPAIGN
Source: Tonic Health Media Campaign Effectiveness Case Studies | Prescription medicine: Field Force Planning Analysis | OTC medicine: IQVIA Analysis
Campaign Tonic Health Media Assets
Sales Uplift (OTC or script
uplift)
Return On Investment
Diabetes Medication Video @ Point of Care in GP +33% Not assessed
Heartburn Product
Video & digital poster @ Point
of Care in GP and Pharmacy
+23%
during campaign
+41%
Post Campaign
Not yet assessed
Immunisation
Video & digital poster @ Point
of Care in GP and Pharmacy +18% 5.5:1
Anti-inflammatory cream
Video & digital poster @ Point
of Care in in GP and Pharmacy
Online via myDr.com.au
+7% Not yet assessed
Asthma Preventer Medication Video @ Point of Care in GP +5% 2.5:1
Osteoporosis Medication
Video & digital poster @ Point
of Care in GP
+2%
(phase 1)
+5%
(phase 2)
5:1

28. BOOSTING BRAND AWARENESS & GENERATING ACTIONS
Source: Tonic Health Media Campaign Effectiveness Case Studies
Campaign Tonic Health Media Assets
Recall seeing ads
(among those who were
exposed to our assets)
Taking action
(after seeing the ad)
Medibank Video @ Point of Care in GP 63%
52%
(agree they view Medibank differently after seeing the
ad)
Federal Gov. – Flu Vaccination Video @ Point of Care in GP 70%
75%
(intend taking some action)
My Health Record Video @ Point of Care in GP 52%
71%
(Speak to GP, Visit website, talk to friends)
Sydney IVF / Genea Posters/Brochures in GP
50%
(increase in request)
25%
(received guide to become a Sydney IVF patient)
Cancer Council Video @ Point of Care in GP 46%
76%
(intent to discuss bowel screening with family)
WA Primary Health Alliance Video & brochures @ Point of Care in GP 42%
60%
(would visit GP first rather than going to the
emergency department)
Cancer Institute NSW As above 37%
94%
(agree they would talk to a friend or relative about
the ad)
TGA – adverse events As above 33%
90%
(Speak to GP, visit website, talk to friends)
QLD Health – Advanced Care Plan Brochures, Digital Panels, TV in GP 33%
25%
(spoke to GP, practice nurse, and family and friends)
FMCG Health Product GP Pack
15%
(sample given)
55% (purchased post sample)
SA Government - Carers Posters/Brochures in GP +30% (increase in registration)
Koala Mattresses Video @ Point of Care in GP +1000 email leads

29. MAPPING YOUR MEASUREMENT PLAN
Point of Care Study, April 2019
Set your metrics according to program objectives and consider what specific
questions you are looking to answer
Specific considerations:
• When measuring medicine lift, minimum recommended time to conduct
a robust analysis is 6 months, as it takes time to see change in OTC or
prescribing behaviour within the actual data
• Measuring relevant patient-focused clinical milestones can help provide
perspective on the POC campaign’s effectiveness toward driving real
health outcomes

30. MEASUREMENT CONSIDERATIONS
Point of Care Study, April 2019
Marketing Mix
• Provides a broad view of
channel/tactic effectiveness
within the context of overall
brand performance
• Data output only as good as
data input
• “Inconclusive” is just that
• Variability in the data must
be present to detect impact
Test & Control
• Measures specific tactic
effectiveness
• Test and Control Groups
should have similar criteria
other than the POC Program
affecting volume over the
test period
• The Control Group should be
catered specifically to each
HCP or group of HCPs being
measured
• For patient-level analyses,
the Control Group should be
catered specifically to each
individual patient exposed

31. What do consumers tell us
about the ‘point of care’

32. DATA SOURCE:
TONIC HEALTH MEDIA IN PRACTICE SURVEY WAVE 4, 2019
ONLY 1 IN 5 HAVE LOOKED UP THE DIAGNOSIS
GIVEN TO THEM AFTER THE APPOINTMENT
After your appointment, did you look
up the diagnosis given to you online?
19%
81%
Yes No
Only 1 in 5 have looked up the diagnosis given to
them after the appointment
• This means 4 in 5 did not look up, trusting that
the diagnosis given by the GP will treat their
symptoms.

33. DATA SOURCE:
TONIC HEALTH MEDIA IN PRACTICE SURVEY WAVE 4, 2019
37%
63%
Yes No
37% HAVE LOOKED UP THEIR SYMPTOMS PRIOR
TO SEEING GP
Prior to your appointment, did you search
online for the symptoms you were
suffering?
Among those who went to see GP to get treatment
for their disease, illness or pain:
• They have searched online to learn about their
symptoms before seeing their GP.

34. DATA SOURCE:
TONIC HEALTH MEDIA IN PRACTICE SURVEY WAVE 4, 2019
MORE THAN 50%
AGREE ONLINE SITES
ARE A GREAT
RESOURCE FOR FAMILY
7%
12%
17%
28%
29%
29%
31%
51%
None of these
I visit these sites frequently
I prefer sites that give me a
complete overview on health
(mental health, fitness and…
There are too many and it can be
hard to know who to trust
They are often my first point of
call for information
They provide help and support at
any time night or day
I only trust sites that provide
information from actual doctors
Online sites are a great resource
for me and my family
1 in 3 also agree that they only trust
sites that provide information from
actual doctors.

35. DATA SOURCE:
TONIC HEALTH MEDIA IN PRACTICE SURVEY WAVE 4, 2019
1%
1%
4%
4%
6%
6%
7%
7%
7%
8%
9%
11%
13%
15%
15%
15%
19%
23%
26%
32%
33%
Palliative care
Illegal drug use
Stroke
Clinical trials
Quitting smoking
Alcohol consumption
Disease prevention
Health during pregnancy
Health maintenance while aging
Heart disease
Early childhood development
Nutrition ie. Recommended…
Cancer screening
None of these
Diabetes
Sexual health
Exercise and activity levels
Weight management
Medications, safe usage and…
Vaccination / immunization
Mental health
MENTAL HEALTH &
VACCINATIONS /
IMMUNIZATION IS A
POPULAR TOPIC
Among those respondents who spoken to
their GP / looked for more information on
their health and wellbeing, the most popular
topics were:
- 33% talked / looked for Mental Health
- 32% talked / looked for Vaccination /
immunization.

36. DATA SOURCE:
TONIC HEALTH MEDIA IN PRACTICE SURVEY WAVE 4, 2019
2 IN 3 AGREE THEY DON’T MIND SEEING ADS IN
GP OFFICE.
66%
59%
49% 49%
45%
34% 32%
9%
In your GP
Practice
Television Outdoor (eg
Billboards)
In store Print media Online Radio None of these
Ads in GP Practice rooms are the least distracting platform compared to other media platforms.
Agree “I don’t mind seeing advertising here”

37. CREATING IMPACT
CAPTURING AUDIENCE ATTENTION WITH RELEVANT ADS
Our audience agree ads they
see in GP practice capture’s
their attention, and is relevant
for them compared to other
media.
31%
21%
18%
51%
25%
23%
19%
31%
27%
17%
51%
28%
18% 19%
TV Online Radio GP Practice In Store Outdoor Print
How do you feel about each of the different types of
advertising?
Advertising here has my attention Ads here are relevant to meDATA SOURCE:
TONIC HEALTH MEDIA IN PRACTISE SURVEY W4 APRIL 2019

38. DATA SOURCE:
TONIC HEALTH MEDIA IN PRACTICE SURVEY WAVE 4, 2019
THE LEAST ANNOYING AD PLATFORM
Only 9% of respondents agree ads in GP practice are annoying, and is significantly less
compared to other media platforms.
49%
41% 41%
21%
15% 14%
11% 9%
Online Television Radio None of these Print media Outdoor (eg
Billboards)
In store In your GP
Practice
Agree “These ads annoy me”

39. DATA SOURCE:
TONIC HEALTH MEDIA IN PRACTICE SURVEY WAVE 4, 2019
THEY ENJOY SEEING ADS THAT ARE RELEVANT IN
GP PRACTICE
42% of respondents agree they enjoy watching ads in GP practice when it’s relevant, and is
higher than any other media platforms.
Agree “Enjoy seeing these ads if it’s relevant to me”
42%
38%
31%
28%
25% 25%
23%
18%
In your GP
Practice
Television In store None of these Outdoor (eg
Billboards)
Online Print media Radio

40. CONCLUSION – STRATEGIC APPROACH
• Alignment to and amplification of broader brand marketing strategies
• Different media approaches based on:
• different products,
• lifecycle stage,
• portfolio vs single product,
• competitive dynamics,
• brand attributes,
• type of product or service etc.
• Tailored relevant and engaging (emotive) content and breadth of content
• Strengthening and mindful of the customer journey, ongoing over time
• Carefully set-up for measurement at the start with a clear the measurement plan &
identified set KPIs