1.
Today’s Speakers
Scott McLauchlan
PatientPoint, SVP Client Solutions
Kimberly Middleton
PatientPoint, VP Client Solutions
• Passionate connector of brands & patients
• 20+ year sales & health media veteran
• Digital health guru
• IU Hoosier
• Savvy industry & agency veteran
• Digital marketing dynamo
• Diverse biopharma marketing & sales experience
• Purdue and Notre Dame alum (look out, Hoosiers!)

2.
Today’s Objectives
o What is Point of Care
o Why Point of Care
o How to Measure Success

3.
How Much Did Pharma Spend
on DTC Advertising in 2017?
TRIVIA

4.
Source: ”DTC Pharma Ad Spending Slipped 4.6% in
2017: Kantar,” Medical Media & Marketing, 2018.
Pharmaceutical companies spent
on DTC advertising in 2017.
$6.1 billion

5.
WITH POINT OF CAREHow to Break Through?

6.
Why is Point of
Care Important to
Pharma and
Healthcare Brands?

7.
Direct-to-consumer
Direct-to-patient
Point of Care
There is no other
time when a patient
is more focused on
their health.

8.
POC Advertising Drives Patient and Physician Behavior
Patients act on messages seen at the point of care:
more likely to discuss
the ad with a physician
more likely to ask a
doctor for a product
sample
more likely to ask
a doctor to prescribe
a specific product
of HCPs say patient
requests influence
healthcare decisions
Source: Kantar Media for the Point of Care Communication Council, “Point of Care:
Why Care?” 2017; ZS Associates Whitepaper, “Right Place, Right Time: How Health
Care and Wellness Companies are Capitalizing on the Rapidly Growing Point of Care
Communication Channel” and “Consumer Point-of-Care: What’s New in 2015”
Drives doctor
prescribing:

9.
POC Advertising Drives Patient and Physician Behavior
Patients act on messages seen at the point of care:
more likely to discuss
the ad with a physician
more likely to ask a
doctor for a product
sample
more likely to ask
a doctor to prescribe
a specific product
of HCPs say patient
requests influence
healthcare decisions
Leads to brands as the solution
Source: Kantar Media for the Point of Care Communication Council, “Point of Care:
Why Care?” 2017; ZS Associates Whitepaper, “Right Place, Right Time: How Health
Care and Wellness Companies are Capitalizing on the Rapidly Growing Point of Care
Communication Channel” and “Consumer Point-of-Care: What’s New in 2015”
Drives doctor
prescribing:

10.
Source: SERMO for PatientPoint and Digital Health Coalition,
“Physicians’ Perspectives Patient Engagement Technology” 2018
How Do Docs Feel About Pharma in Their Office?

11.
Ultimately: Improve patient
experience, increase patient
satisfaction and drive revenue
Point of Care Also
Delivers Value to
Providers
Educate to Support
Clinical Care Goals
Communicate to Deepen
HCP-Patient Connections
Engage to Optimize
Care Experience

12.
Engagement at Key Touchpoints

13.
65% of patients
say waiting room
materials are among
their most credible
sources of healthcare
information.
Source: ZS Associates Research Study on Point of Care, 2014

14.
Interactive Exam Room Program Delivers
Rich Content for Patients and HCPs
Multimedia education centers on specific disease
topics and includes:
o Condition centers for specialty
o 3D anatomicals for physician teaching
o Brand message of choice—
savings, testimonials, loyalty, etc.
o All can be emailed/texted to patient to
continue the impact after the visit

15.
Engaging Patients in the Exam Room
AV G . D U R AT I O N
O F A D W AT C H E D
AVG. AD
COMPLETION RATE

16.
90% of people
age 45-64 say they
understand and retain
information better
when it’s in print.
Source: Two Sides North America, “Reading from Paper or
Reading from Screens. What do Consumers Prefer?”
THE VALUE OF PRINT

17.
It’s quite convenient when you’re in the
exam room and you’re talking to the
patient and you can just reach over and
say, ‘This is what we’ve been talking
about.’ It’s something in writing they can
think about and go back to. It’s all there,
printed for them.”
Primary Care Physician, Chicago, IL
Practices Place High Value on Point of Care

18.
Engaging Healthcare Professionals in the Back Office
HCPs watch back office updates
22 times per day
37 seconds per view
13 minutes per day*
Source: *PatientPoint Survey of Physicians
exposed to PatientPoint Access, 2008

19.
o Incredibly measurable, trackable
and provable
o True measurement: Did the
program drive incremental
prescriptions?
o Done independently by third party
Measuring the
Effectiveness
of Point of Care

20.
Objective: incremental script lift/volume to sponsoring brands
o Pre/Post Test/Control Measurement
o Test/Control groups
• Group 1, the Test group, includes HCPs
who were active in the program during the test
period.
• Group 2, the Control group, includes HCPs that
did not have the program.
o Potential Matching Criteria
• Geography (state or 2-digit zip code)
• Brand volume
• Category volume (if appropriate)
• Physician specialty code exact match
• Brand target list/other promotional activity
(optional)
• Additional brand insights?
Potential Methodology

21.
o Industry association
o 8 member companies
o Developing standard verification
& validation standards
Who is ? Choose Your POC Partner Wisely
◦ Purchasing
◦ Office Procurement/Ethics
◦ Company Scaling
◦ Program Execution/Optimization
◦ Measurement/Auditing

22.
Questions?
Scott McLauchlan
Scott.McLauchlan@patientpoint.com
Kimberly Middleton
Kimberly.Middleton@patientpoint.com