The Point of Care (POC) channel is a vital connection point where patient education and healthcare provider engagement come together for more robust and informed provider-patient conversations, shared decision making, and adherence-building alignment. This session focuses on how to optimize POC communications by uniting healthcare provider (HCP) and direct-to-consumer (DTC) efforts. Learn how synchronized messaging enhances patient outcomes and streamlines healthcare delivery through innovative POC digital engagement programs and targeted educational campaigns.
Tim Noone ▷ 0:08
All right, so good afternoon, everyone. As mentioned, my name is Tim
Noon, SVP of Engagement Strategy at CMI Media Group. This
afternoon’s panel focuses on a topic that’s so important to us as pharma
marketers. Really showcases one of the core strengths of in Office Point
of care, the ability to facilitate discussion and engage in dual promotion
across both our HCP and DTC audiences. We need to remember that we
have a truly unique opportunity to be that last touch, be that last nudge
with each one of these respective groups.
Tim Noone ▷ 0:41
And we want to make sure that it’s important that when we’re setting up
our campaigns, when we’re constructing our messaging, we’re really
doing this in a complementary fashion versus silo. We’ve talked about
this a lot already this afternoon. We know that ultimately unified
messaging will lead to positive patient outcomes. Outcomes. Today we’ll
explore the clinical perspective of a nurse who firsthand has seen that
when we have disconnects between DTC and HCP messaging, it can
lead to some real challenges for our patients.
Tim Noone ▷ 1:10
Then we’re going to explore with this great group here a few strategic
solutions for building out this unified approach. We’re going to focus on
a few key elements. First is going to be the media planning approach. So
how are we identifying tactics, identifying audiences, bringing them both
together at the same place at the same time for incremental benefit.
Second, we’ll talk about creative messaging, understanding how we
tailor our messages to our respective audiences while still maintaining
consistent themes throughout.
Tim Noone ▷ 1:40
Third, we’ll talk about evaluating performance. How are we able to
ensure that we’re creating an effective measurement design? And lastly,
we’ll speak about harnessing innovation, understanding that technology
will continue to evolve in this space. How do we stay ahead of it and how
do we use it to benefit our patients? I’ve had the privilege of working
with so many of you here, either as media partners, some of my clients,
to do just this.
Tim Noone ▷ 2:05
And I’m so excited to speak on this topic because I know firsthand that
when we’re able to bring our audiences together, when we’re able to
solve their obstacles, it leads to exponential benefit for all. So personally
I’m super excited. And for everyone else, cocktail hour follows
immediately after this. So I think lots of reasons to celebrate this
afternoon. So before we get started, I’d love to let each of our panelists
introduce themselves.
Christian Bauman ▷ 2:31
Thanks, Tim. Christian Bauman. I’m Chief Creative Officer of Emory. A
fairly new role for me prior to that, well, besides every other agency in
the world, but 15 year run with Havas largely leading H4B Chelsea,
which at the time was the healthcare flagship of havas.
Rochelle Prosser ▷ 2:47
Hi, my name is Rachelle Prosser.
Rochelle Prosser ▷ 2:49
I am the founder and chief Executive Nursing officer for Orchid
Healthcare Solutions. So I’m the nurse for those that don’t and very
proud to be so. I am a mother and a wife of two cancer survivors and it
was really important for messaging and this is why I’m here today to see,
to show you the real term effects and real world effects of what you do
and how it makes a difference in healthcare.
Melissa Martin ▷ 3:17
Hi, I’m Melissa Martin. I’m the VP of Media and Strategy for Synergistic.
Melissa Martin ▷ 3:22
My background is I bring a little bit more of that CPG twist with really
working more so with OTC brands at the point of care and really talking
through a more holistic media framework, media activation and really
overarching media measurement to make sure that we are
complementing everything that’s occurring outside of point of care and
making sure it all connects together to drive those holistic solutions.
Tim Noone ▷ 3:47
Great. So let’s go ahead and start from a clinical perspective. So
Rachelle, as a nurse and a caregiver, what critical knowledge gaps have
you observed in cancer care and chronic disease management? And
how do some of these disconnects that we talked about before lead to
some real navigation challenges for our patients?
Rochelle Prosser ▷ 4:05
So I think the doctor from Sloan, Dr. Applebaum, outlined the caregiver
challenge very well for us today. So what I will share with you is the other
side of it coming, coming from the health care professional who is also
the caregiver that understands both aspects of what healthcare is,
healthcare delivery should be, or what we think it is, and then the reality
and the challenges of what we have. And so being a healthcare provider,
you’re expected to have that deep breath knowledge of what’s
happening with your patients to be able to educate them and guide
them through the healthcare delivery system. When you are now at the
other side of that, you realize very quickly that healthcare and health in
care delivery is an applied science.
Rochelle Prosser ▷ 4:56
It’s not an exact science. And so the healthcare provider may or may not
know all that there is to know. And so they are making the best decision
with the toolbox and the kit that’s in front of them. Why is that so
important? If you have targeted messaging that can help educate both
the patient and the provider just before that point of care, or push into
that point of care, it’s not as obtrusive as you think because we don’t
have all the answers and we certainly don’t have all the knowledge.
Rochelle Prosser ▷ 5:28
And for what I have found in that gap is that if you don’t have access to
knowledge, if you don’t have access to the therapeutics, meaning, do
you know that they’re available? Can you actually prescribe them? And if
you don’t understand what that healthcare delivery system is, I’m a
neurotrauma ICU nurse. I knew nothing about oncology. It’s a totally
different universe.
Rochelle Prosser ▷ 5:52
And now I am thrust to become that caregiver, not the spouse, not the
parent. And so looking at that and the gaps that are provided there, you
are very strategically pinpointed to fill those gaps and those needs to
educate the public. Because if you have access to knowledge, access to
the therapeutic, and understand how to navigate the healthcare system,
you have an avoidable death. It’s as simple as that.
Tim Noone ▷ 6:26
That’s great.
Tim Noone ▷ 6:27
Thank you, Richelle. And obviously, there’s a very critical need for this
synergy. It’s funny. Two years ago, I was at pacma and we had a panel
where we heard the perspective of a patient and an HCP and the
challenges that each of them face. Patient, the perspective is, I’ve just
been diagnosed, I’m nervous, I’m anxious.
Tim Noone ▷ 6:45
I’m coming to this doctor. I’m looking for their guidance. I’m looking to
them to be the expert. From the physician standpoint, we have the issue
of physicians are overburdened, right? They’re seeing multiple patients a
day, barely any time in between visits.
Tim Noone ▷ 6:59
So chances are when they’re meeting with these patients, they’re
actually defaulting to biases, things that they’re used to doing,
prescribing behaviors and such. So we’ve got both of these opposing
forces hitting us at once, right? So this is where we can truly be a
resource to each from a patient perspective, we can help to empower
these patients. When you’re anxious, what are you lacking confidence?
You’re not going to advocate for yourself, you’re not going to speak up.
Tim Noone ▷ 7:25
We can empower them. We can make them ask questions. We can have
them challenge things they may have heard in the past. From the
physician perspective, it’s giving them information so that they’re
walking into that consultation and they are feeling confident in what
they’re about to say to this patient. And they also feel validated in their
choices.
Tim Noone ▷ 7:43
So just understanding how important this is and hearing it from the
perspective of a nurse, of a patient, of a caregiver, tailoring our
messaging accordingly and being that true resource at their time in need
is so so important. So I want to open it up to the group and really talk
about a way to build out this strategically unified approach. So let’s start
from the media perspective. So from your perspective, Melissa, in
strategic media plan development, what have you found to be some
effective ways to break down some of those traditional planning silos
between. Between DTC and HCP media?
Tim Noone ▷ 8:18
Especially knowing that a lot of times there’s separate stakeholders,
there’s separate teams that are mapped to each.
Melissa Martin ▷ 8:24
I think it first comes down to really understanding more of the holistic
role of media across the board. So to be able to be effective at point of
care, we really have to look holistically at how we’re talking to the
consumer. And it starts with the consumer. So who is that person?
Melissa Martin ▷ 8:43
Where do they reside? And really understanding a lot of these nuances
around specific consumer audience traits can then inform how we go
about approaching what channels make the most sense, but even more
importantly, how we pull all the collective stakeholders together to
identify why we’re saying what we’re going to say, what we’re going to
say, what we’re going to say, and then where we’re going to say what
we’re going to say. And that requires everybody to work collectively
together. So there might be like multiple stakeholders involved at any
given time. Time.
Melissa Martin ▷ 9:12
But it really is critical to still be able to take a step back, pull all the
appropriate folks together from the creative team, the media team, the
strategic point of view, brand together, and the analytic team. So if we all
start together on that same journey, even as we’re working in silos or
parallel pathing, I should say it’s more important to have a North Star, so
to speak, of where we want to go and, and kicking it off collectively
together and then constantly having those reinforcements over. Does
this work together? And are we achieving and really filling that critical
gap of, at the end of the day, we have to have the patient in mind and
what is going to impact them the most. And leveraging all of those data
points together will help us build out at least that initial framework and
then we can tailor and make sure that we have the appropriate
messaging across the way.
Tim Noone ▷ 10:01
Absolutely. And I think the theme that we heard before and that we’re
hearing now is part partnership. Right. Collaboration and partnership.
How can we bring all parties together at the beginning of the process so
that we’re working towards one unified goal?
Tim Noone ▷ 10:14
And if we have separate teams, how can we keep each team informed as
to how things are translating on the other side of the house? And I know
this from Being a media person. Right. From going through the media
brief, working with partner agencies, but there’s also the creative
component. Right.
Tim Noone ▷ 10:30
So, Christian, I’d love to hear from you on your perspective of the
importance of early and frequent communication between agency
partners and how can this benefit your creative development process?
Christian Bauman ▷ 10:40
Yeah, absolutely. So I’m a creative director, but I started as an editor and
came up through copy. And I mean, the bottom line for me in this
conversation is words matter. Words absolutely matter.
Christian Bauman ▷ 10:54
We’re making that connection point and we’re not speaking the same
language. We have a problem. And we know, especially in health care,
there are multiple words that can mean the same thing. Right. Certainly
on the HCP side, on the patient side, on both those sides, you can have
a complete lack of understanding between those two on where that is.
Christian Bauman ▷ 11:11
So making sure that we’re aligning those things, I think is critically
important. And especially, I want to point out the couple times where it
really came home to me in my career. Those times where we were
introducing, basically, I mean, it’s not a new condition, there’s no new
conditions, but introducing a new treatment that hadn’t been there
before in a condition. So you’re not just the challenge of educating a
patient, but you’re also educating the HCP to something that they
literally may not know about before. That’s a really dangerous area
because at that point, if they are not speaking the same language, the
physician is not identifying their patient when the patient walks through
the door as their patient in this condition.
Christian Bauman ▷ 11:48
So that language is incredibly important. A lot of times we’re talking to
hcps up here in this language, in the scientific language, and we’re
talking to patients down here appropriately. So in language. I mean, you
know, most of the pharma companies I work with, we look for a fourth
grade reading level so appropriate to do that. But I’d also like to point
out those are two different languages, you know, and a lot of times if we
are asking a patient or arming a patient to go in and have a conversation
with a physician and the physician is not understanding what is being
said by that, because they’re speaking a different language, you’ve just
lost it.
Christian Bauman ▷ 12:23
And they’re bouncing off of each other. So driving that together in that
way, I think is. Is imperative that we bring them together. So it’s a little
bit of finding that compromise so that instead of two different
languages, they’re speaking the same language. So it’s kind of tweaking
down the physician language and educating well the patient language.
Christian Bauman ▷ 12:43
So it’s coming up here. So when the patient walks through the door and
says chronic widespread pain, the physician thinks fibromyalgia as an
example.
Tim Noone ▷ 12:54
No, that’s great. And I think, you know, staying on the messaging
perspective, what types of core elements do you see tend to stay
consistent across both HCPs and patients to ensure that aligned
message?
Christian Bauman ▷ 13:07
I mean, I think when we’re talking about materials, I mean, the biggest
thing for me just to not to oversimplify is the fact is all the patient
materials are going to be seen by a physician.
Christian Bauman ▷ 13:17
So I think it’s always a mistake when we talk about patient materials
completely within a silo of a patient because the physician’s gonna be
there as well. So I’ve never understood why are we not leaning into that?
So, you know, it is not always appropriate, for instance, from a campaign
perspective, to have the same campaign. Sometimes it is, sometimes it
isn’t. But as much as we can to bring those two things together, I think
it’s incredibly important.
Christian Bauman ▷ 13:39
The other thing I wanted to say was this, and I think that this is probably.
I’m understanding this has been beat like a dead horse today. So I’m
gonna beat it one more time because that’s how important it is. And the
example that I will use, I think obviously this is a larger problem in larger
companies, but I’ve seen it in the smaller ones as well. If you have a
patient team, marketing team, and you have an HCP marketing team and
they are working in their silos to the best of intentions, that patient team
is going to do what is exactly right for the patient only.
Christian Bauman ▷ 14:09
And same thing on the physician side with the physician only. If that silo
is not broken down. Once again, you’re like speaking two different
languages. So there might be two teams, but you need. Or there might
be two agencies, there might be two, whatever.
Christian Bauman ▷ 14:23
You need to bring those things together or you’re not going to be
making the connection.
Tim Noone ▷ 14:27
Yeah, great point. Absolutely. And Rochelle, what types of messaging
have you seen resonate best with each audience? Patient versus hcp?
Rochelle Prosser ▷ 14:37
I think one that resonated for me. It wasn’t even for me. It was for my
child. The videos, the videos. One time a provider was asking her.
Rochelle Prosser ▷ 14:47
And so just to level set, in oncology, the age of consent is 10. Let me, for
those in the back that didn’t hear me, in oncology, the age of informed
consent is 10 years of age. Why is that? You’re terminal. You’re most
likely going to die.
Rochelle Prosser ▷ 15:11
You have the right to self determination and preservation and pursuit of
happiness according to the US Constitution. So the age of majority and
consent for a terminal child is 10. So I’m just going to let that sink in for a
minute before I make my next comment.
Rochelle Prosser ▷ 15:35
If you are not conscious targeting to terminal illness in children to that
level, you have missed a completely self engaged audience.
Rochelle Prosser ▷ 15:52
They have to agree to whatever therapeutic that you’re proposing. It’s
not just up to the parent. Do the parents also have to consent? Yes, they
do. But it’s up to that child 10 years of age or older to say yes or no.
Rochelle Prosser ▷ 16:16
So I want you to let that sink in. So my daughter saw a commercial for
semiglutin lyde gdpl1 I’m not going to say the brand name, whichever.
And, and she says, you know, I’m tired of these steroids, I want to lose
weight, why can’t I have that?
Rochelle Prosser ▷ 16:40
And at the time it wasn’t approved. In children at under 12 we have
impact on where we target, we have impact on what we do, we have
impact on, on how we teach, on how we self educate, including self
advocacy and the pursuit of happiness in the treatment of our care. So
the question was, according to your DNA, you cannot have this. And my
daughter turned to me and said what’s DNA?
Rochelle Prosser ▷ 17:15
Right? And so you have the provider explanation to a child, you know, it’s
part of the cell and this and that. And remember they haven’t learned
about atoms or what the nucleus is in grade nine science. And I had to
say, I’m sorry sir, you need to stop talking. We’re going to talk about
Lego and colors, right?
Rochelle Prosser ▷ 17:39
And so where it matters and how we treat and how we speak to your
concern matters. The targeting of your messaging matters. So for
children, they might want to look at funny videos TikTok short
increments to make it matter. What we show in our pediatric offices
matters because pediatricians are primary care providers too. So let me
say that for the back, Pediatricians are primary care providers too.
Rochelle Prosser ▷ 18:13
They just deal with a small younger population. They’re no less humans,
but they’re not adults. Okay, so that’s one is videos looking at your
audience and targeting for them. It could be cartoons, it could be anime
for that AWA population, right? That introverted person that looks to that
more emotional, internal, spiritual association.
Rochelle Prosser ▷ 18:40
There’s many ways that we can do it other than this is an apple and this
is the red one. Take the red instead of the blue and make you better, you
know, so everyone learns differently. And so our messaging should not
just be boilerplate. We’re going to be extra professional and talk about it.
I think for me, I was in.
Rochelle Prosser ▷ 19:05
I was pregnant, so I was hungry, and so I was in an endocrine office
because sometimes you have to go see the endocrinologist while you’re
pregnant. And they were talking about food as medicine, but also
looking at different cooking styles or techniques to make the food. And
so I’m listening as a nurse because I had come down from, from the floor
where I was working to go to my doctor’s appointment, but I’m not
wearing my clothes, so I’m just sitting around and some are, wow, that
looks great. I never had a chickpea before, but I think I might have that.
And the other person’s like, you will never get that past my mouth in all
your life.
Rochelle Prosser ▷ 19:49
But the most important thing was the conversation was started. There
was an interest from the audience that was there. Good, bad or ugly.
The point of the matter is you want to start the conversation, and that’s
what point of care education is. So those are some ways that you can do
that.
Tim Noone ▷ 20:10
That’s fantastic. So I think so far we’ve talked about making sure that
our campaign is built in a complementary manner. We know what
locations we’re going after. We know that we’re seeing both patients and
hcps. Let’s make sure that we cater our messages across accordingly
and let’s make sure that we speak to their needs.
Tim Noone ▷ 20:27
This all makes sense, right? This all sounds good. We should do it, right?
But at the end of the day, there’s one more question that comes up. Is it
working?
Tim Noone ▷ 20:35
Can we demonstrate that it’s working? So let’s talk a little bit about
evaluating performance of these type of initiatives. So, Melissa, from
your perspective, what have you found to be the best way not only to
measure point of care, but to be able to demonstrate the exponential
benefit of. Of syncing these audiences?
Melissa Martin ▷ 20:53
I know we’ve had a lot of discussion today about the different
measurement strategies along the way.
Melissa Martin ▷ 20:57
And my personal philosophy, I don’t feel like there’s like one silver bullet
to be able to quantify success or failure across any initiative across the
board. So when I’m thinking about setting up the right measurement
framework across any type of media campaign, once again, narrowing
down to point of care, which essentially, when we’re talking about
consumer behavior and consumer choice, we know that individuals are
most likely influenced by that healthcare provider within that decision
journey. But taking a look at all the different touch points across the
board and identifying engagement metrics to be able to see what
message is resonating most. We definitely, I don’t think we can go so far
as to quantify everything dollar for dollar, because we know it’s
important to be able to influence and reach the different touch points
across that full patient journey. And so being able to more holistically be
able to look at what is moving the needle from an engagement
perspective and then bringing it down.
Melissa Martin ▷ 21:56
I do. From my experience, I’ve found different testing control
environments where we can actually be able to isolate and be able to
see any type of incremental lift. While I love the discussion earlier about
the data points that are going into different marketing mix modeling, and
I think as we continue to lean into Al and being able to leverage Al to be
able to incorporate and build trend lines upon those points, I think we’ll
be able to probably utilize both in different vacuums. Especially as we
take a look at like the different other variables in the mix which we
haven’t really talked about, which comes down to like how fluid is the
sales team? How does that impact when we talk about different market
level testing?
Melissa Martin ▷ 22:35
So I typically like to have that measurement framework structured in a
couple different ways so we can then take all the different data points
that might not necessarily always be that closed loop attribution wheel
to be able to then be able to determine more so from like a lever
standpoint, what’s working, what’s guiding, what is providing positive
returns holistically, but then also in a vacuum between all these different
market nuances or even from a distribution standpoint, distribution
nuances, being able to take a step back to be able to understand the
different testing variables, which sometimes within that testing control
environment might be a little bit easier when the model is. When we talk
about the marketing mix modeling and how that might not be able to
isolate exactly down. So long story short, there’s not really one
overarching silver bullet. So if we can set up these different structures
across the board to be able to lean in, take in these insights and then
frame the story around success, I typically lean into that direction.
Tim Noone ▷ 23:38
Yeah, that’s fantastic, Michelle.
Rochelle Prosser ▷ 23:39
And to add to what Melissa is saying, from the health care perspective,
from a facility perspective, from a group perspective, there are
something that is called the quadruple aims. These aims and targets for
quality of care, quality of education, quality outcomes. And so the
Institute for health information in 2008 started the triple aim, which
looked at advancing health equity, improving population health and
reducing healthcare cost. That was initially. But what’s missing out of all
of that?
Rochelle Prosser ▷ 24:24
Okay, we say advancing health equity what the heck does that mean?
Right? And who are we talking about and how does that apply to the
population health that we’re trying to target? And so they realized
without having the provider and the patient as part of that experience,
we’re not really talking at anything. So in 2012, the National Institute of
Health added two more pillars called physician well being and patient
engagement to that metric and called it the quadruple aim for healthcare
quality.
Rochelle Prosser ▷ 24:58
And what it is asking us to do as healthcare participants, marketers and
pharmaceutical industry is to make sure that, number one, as we include
the physician and look at their well being as they’re using, using all the
different technology that we have out there, we must make sure that we
keep our patients engaged and center of that focus. Because to provide
a tool, to provide a message to make it easier for the great, that’s great
that their day is better. But if that patient has to sit in that office for six
hours just to see the physician, that patient’s not going to be engaged,
that patient’s not going to come back. And so, so we’ve missed the
mark in patient satisfaction as well. And that leads to decreased patient
outcomes, decreased life, life expectancy as well.
Rochelle Prosser ▷ 25:53
So looking from that framework there, just recently with technological
advancements, Vanderbilt University and the university UPMC came
together to ask patients three questions. If you were able to have access
to your health care information, immediately upon release, the provider
makes a note, a lab result is released, or a diagnosis was made, good,
bad or ugly, would you want access to it immediately? 96% of patients
said yes. 96%. So think about it.
Rochelle Prosser ▷ 26:38
That message is put in the my chart. That might be before the patient
actually sees the physician. So they’re getting a terminal illness, a
chronic disease that they may have no idea, and the first thing they’re
going to do is go to Dr. Google. Not necessarily the best doctor to go to.
Rochelle Prosser ▷ 26:57
Right. But they want to know. They want to know, they want to be
engaged. That decreased the level of anxiety and ended up being a
mental health decrease in overall satisfaction just by knowing. Then they
said, do you have remorse of knowing again, 88% said no, no remorse.
Rochelle Prosser ▷ 27:26
0.5% said yes. The rest were either. I don’t know, it doesn’t matter. So if
you loop the I don’t know, it doesn’t matter in with the 88%, that’s all.
That’s what?
Rochelle Prosser ▷ 27:42
99.9 5.5% that said I want to know no matter what, no matter which way.
So how does that translate to what we’re doing today in this room,
looking at the metrics. Having mmm, multiple media, mixed media,
mixed messaging, having direct targeted point of care. If you can
educate the patient no matter where they are, whether they’re sitting at
3:00 in the morning in front of the TV, zoned out, or whether they’re
waiting in the post op room, the pre op room for having their surgical
event and you’re educating, this is what’s going to happen to you when
you wake up. Don’t freak out because you’re in pain, okay?
Rochelle Prosser ▷ 28:27
Or you’re about to have anesthesia. If you see bunnies running across
the ceiling, don’t get upset, you’re fine. You know, these are some things
and if you’ve never been in there, trust me, I know. They’re literally
freaking out about the Easter Bunny running across the ceiling.
Christian Bauman ▷ 28:43
I’ve seen them.
Rochelle Prosser ▷ 28:45
There you go. And so we have an actual real time opportunity to make a
difference in the lives of patients and ease the burdens of physicians in
real time. And the last thing I’ll say before I will let Tim go back to his
question is don’t forget the pharmacy, don’t forget the outpatient
pharmacies in these healthcare centers because that’s the last line of
defense before that patient goes home. And sometimes those
outpatient pharmacies are big box providers, but they’re restricted by
two the formulary that they’re adherent to and the procurement contract
that they’ve had to endure. And so we now have third party technology
that can give coupons financial assistance, removing financial toxicity.
Rochelle Prosser ▷ 29:47
Speaking of cancer, that’s a big one. You might want to use a few, but
they’re not aware of these things and sometimes there’s restrictions to
even bring it in. So I am a big advocate for bringing these third party
coupons, targeting messaging, reducing financial toxicity into these
outpatient pharmacies because that’s where my daughter’s GP01
existed and I couldn’t access it because of financial reasons, regardless
of my insurance. In Florida, there is no insurance plan other than
Medicaid and Medicare. If you’re diabetic, that covers GDPL1 semi
glutenide.
Rochelle Prosser ▷ 30:36
That’s it. And so coming out, that’s a $1,500 burden a month, even with
the $500 coupon. But there are technologies that are even here in this
room today that can bring it down to $20. I wonder if you would have
patient adhere, adherence and compliance on that outcome. So think
about what you’re doing and think deeply on the relationships that you
make, because I did bring it up.
Rochelle Prosser ▷ 31:07
I did speak and advocate on behalf of my family, but I could go no
further being a parent. But on the other side, I can make quite a
difference.
Tim Noone ▷ 31:21
That’s great, Richelle. And going to our final topic. As we think about the
future of point of care, let’s talk a little bit about innovation in this space.
Tim Noone ▷ 31:30
Christian, I’d love to hear from you. From a messaging perspective, have
you also seen the need for communication to evolve as technologies
continue to emerge?
Christian Bauman ▷ 31:40
Yeah, absolutely, Tim. And it’s interesting and it goes a little bit to the
question that was there before, talking about research. A slight different
thing on that.
Christian Bauman ▷ 31:51
I mean, I think at the end of the day I said words are important also.
Words are words, and words thankfully haven’t been changed by Al yet.
It’s probably going to happen. It’s going to change everything but how
we get about it, how we’re doing it, how we’re writing those things, how
we’re working together. I mean, in my mind, I think that’s probably more
of an effect efficiency thing on our side.
Christian Bauman ▷ 32:14
But what I will say is this. And again, this is where I’m going back to
where the research was before. And I’m full agreement in everything
that got said here. One of the things I think is, one of the things I think is
really important in all of this is that we don’t lose the soul of the
communications that we’re doing. And to me, the way that we get at that
is less about measuring on the other side, which is people’s jobs, not
mine.
Christian Bauman ▷ 32:40
People who do that measure outcomes. I guess that’s, you know,
financial outcomes is important. What I’m measuring and what I’m
interested in the way in is in the creation of the materials that we’re
making. And one of the things this is going to well, I have gray hair, so I
guess I am old. I’m going to sound old, but I mean this very much is that
we don’t forget qual on the way in the door as we’re making stuff.
Christian Bauman
33:03
And I really want to emphasize that to folks as we’re making our
materials and going in. And the reason why I’m saying that is we using
that as example. We cannot leave behind right now open and honest
conversations with real human beings as we are creating the materials
that we are putting in front of real human beings. Right. It profoundly
affects the work that we do, which will then go into the market and will
get measured of whether it’s effective or not.
Christian Bauman ▷ 33:29
That’s fine. Again, that’s someone else’s job. But I mean, I’ve had literal
campaigns. I’m sorry, I’m doing a little math in my head right now. At
least three or four of them that you have seen on tv, that I did that.
Christian Bauman ▷ 33:41
When we walked into qual, it didn’t exist. It came to exist because we
were actually listening to what patients were saying, we were actually
listening to what hcps were saying. We were reacting, we were pivoting
and we were moving. And we were able to then create a campaign which
is work, which is communication, which is that connection point that was
actually truly reflective, very close to in the moment of how patients
were thinking about how they wanted to be communicated to, how
physicians were thinking, how they want to be communicated to and put
it together. So very long way of getting at, as we’re getting through all
these different ways of creating work, of measuring work, faster and
better ways to do it.
Christian Bauman
▷ 34:19
And by the way, huge advocate having a whole lot of fun with Al and
stuff like that. I just want to encourage everyone, including, especially
when we’re talking about point of care stuff, which to me is the soul of
that point of connection between a patient and an hcp, to not forget
those actual human conversations and the profound effect that they can
have on the work that we’re doing and the effect that that work has.
Tim Noone ▷ 34:42
That’s great. And from a planning perspective, Melissa, is there any
innovation, any new opportunities that you or your clients are really
excited about or have seen success with late?
Melissa Martin ▷ 34:52
I think the most interesting thing, as I’m evaluating all of the different
providers in the landscape and really doing evaluations, and it comes
down to each brand, who we’re trying to reach, what they’re trying to
do.
Melissa Martin ▷ 35:08
Something that resonated with me earlier. I love digging into the data
and as we’re strategically approaching market selection, overall
audience segmentation about who we’re going to reach, that just means
that we’re concentrating media dollars more from like a nuts and bolts
standpoint, like on a smaller audience. What I think is really exciting is all
the innovation across the point of care space around scale. Because no
matter one, as we have like diversification and fragmentation of how
consumers are going about engaging from a healthcare standpoint,
there needs to be scale in order to make anything effective across the
board. So as we continue to see different innovations between being
able to reach the HCP and the patient, pre visit, during visit and post
visit, in order to have the scalability across the board, which really just
comes down to adoption of not only user behavior, but adoption of
technology to be able to enable that scale.
Melissa Martin ▷ 36:06
I think it’s going to be really exciting to continue to see how that evolves
once we add that element in, to actually be able to measure it from an
effectiveness standpoint.
Tim Noone ▷ 36:14
That’s great. So we’ve had a ton of great discussion today. Love to think
about a few key takeaways that we’ve talked about. So first, when we’re
talking about that construct of the media plan, the importance of
collaboration, the importance of partnership across both client
stakeholders, media agencies, measurement teams and creative
agencies, making sure that we’re bringing each other into the
conversation early and we’re truly working as one unit so that we
understand that unified goal that we’re going into from a creative
perspective.
Tim Noone ▷ 36:47
As we talked about, it’s meeting the patient where they are and
understanding their need the same as the hcp. Right. We know that folks
have different challenges, so making sure that we’re truly acting as a
resource and catering to them, we can really have a great impact on this
outcome. From a measurement perspective, I think it’s all about
understanding how can we showcase incrementality. Right.
Tim Noone ▷ 37:10
We may have campaigns that perform fantastic from a consumer
standpoint, but then how can we show that when we layer on that HCP
touch point, we see greater benefit? We talked a little bit about that
construct and then as innovation continues to unfold, making sure that
we’re staying ahead of that and we’re leveraging it to continue to
enhance the way that we speak with our patients. For closing insights,
I’d love to speak with each of you about one actionable step that
marketers could take today to begin to bridge this gap in communication
and really think about their communication in a truly complementary way
versus the old siloed approach of simply DTC versus hcp. So we could
start with Melissa.
Melissa Martin ▷ 37:52
Yeah, absolutely.
Melissa Martin ▷ 37:53
I think going back to pulling all parties together, the more that we can
over communicate and really understand what we’re looking to do, how
we can leverage the appropriate channel and making sure that we have
the right message with a clear call to action across the way, which I
know seem like very basic across the media planning, but something
that could be missed if we don’t have all the parties working in lockstep
together to make sure that it is that cohesive message across that full
consumer journey to make sure that we’re driving effectiveness. So I
think clear communication, pulling parties together, we’re going to have
the best outcomes from a holistic planning perspective.
Rochelle Prosser ▷ 38:33
For me, it is understanding that the general public wants to use Al.
We’ve had a lot of discussion about Al and artificial intelligence, that
language learning model, which is just looking at what are the patterns
in the general public in diaspora of data and how are they used to help
one population or another. Understanding that Al is not going to go
away. They’re going to. Sometimes it has a lot of hubris to say it can
replace a nurse, doctor, nurse, doctor, Google doctor, doctor, whichever.
Rochelle Prosser ▷ 39:10
And understanding that no matter what age the general population is,
Grandma’s using Al, right? She’s using it. She’s not using it. She’s
getting her grandson and granddaughter to come over and help her use
Al to write these authorizations that are now Boiler Point, denying
everything and every claim that you can think of. Al is even being used
now, per the FDA in February to prescribe medications and prescribe
orders.
Rochelle Prosser ▷ 39:44
So you might be sending a message to Dr. Al, not to Dr. Human on the
other side, either in telemedicine or rural outreach programs. And so a
lot of people in the general public actually like talking to Dr. Al versus
talking to Dr.
Rochelle Prosser ▷ 40:04
Human beings sitting in front of there. So you have a unique position to
help change the narrative in a nanosecond because Al will look across
the diaspora of that EHR or health record and make a determination on
the best plan of care. And if you don’t know that you’re speaking to Al,
you might miss a crucial thing. That Al could make a determination
without bias that might be in the benefit of the general public. So that’s just something to think about.
Christian Bauman ▷ 40:36
Great. You know, Tim, you asked for a pragmatic one thing to do. I had a
great client. I love big boss client, and he would force everyone. So
again, we’re talking about these silos and breaking them down and what
he was a believer in.
Christian Bauman ▷ 40:49
And I’ve been a believer in it ever since. And I forced my own teams to
do this and encourage clients to do it is literally to humanize. So take the
patient team, take the HCP team, take your agencies, get them in a room
together for a day, shut the day down, take away the laptops, take away
the phones, and whether it’s role playing, whether it’s just conversation,
but actually sit down together. Those who are representing the hcp,
those who are representing the patients, those who are representing
parents and other stakeholders, and actually sit down around the table
together for a day and talk about this stuff together. It sounds simple,
kind of like qual.
Christian Bauman ▷ 41:25
It sounds old, it cannot be skipped, it cannot be missed. The opportunity
to have those conversations, humanize this thing, and walk out of there
with a better understanding of what your colleagues are doing, what
those other sides are doing, so that you can do your job together in
bringing these folks together.
Tim Noone ▷ 41:42
Thank you so much. So, everyone, we’d like to thank you for your
attention this afternoon. Would love to have a round of applause for our
panelists.
By joining POCMA your organization will benefit from the collaborative efforts of major industry participants advocating for the POC channel.
Sign up for the latest news or contact us.
Copyright © 2024 / Privacy
We are excited to collaborate with the POCMA and accelerate Point of Care education, marketing, communications and innovation to provide patients, caregivers and healthcare professionals with credible, equitable health solutions so everyone, everywhere, can live longer, healthier lives.
Kelly Cunha Pokorny
