As broadcast reach declines and video consumption shifts, Point of Care (POC) is becoming an indispensable channel for delivering cohesive campaigns that engage both patients and providers. Positioned at the intersection of healthcare delivery and patient engagement, POC reinforces messages from TV, digital, and social media at the critical moment of care—where decisions are made and actions follow. Explore how POC serves as the cornerstone of HCP-patient engagement that improves experiences, drives measurable results, and leverages programmatic capabilities across diverse healthcare settings.
Larry Dobrow ▷ 0:09 Hello and thank you very much. We have the pre lunch spot, but this is going to be a good panel. A lot of the times you hear a panel with omnichannel in it, we’ve been to many, many of those. This will be an omnichannel panel that will not make anyone’s eyes glaze over, I promise. So before we get going, let’s have our four amazing panelists introduce themselves.
Keith Matt ▷ 0:31 Hi. Hi, everybody. Good morning. My name is Keith. Matt.
Keith Matt ▷ 0:34 I’m head of sales at PulsePoint. Been with PulsePoint about three years. Prior to PulsePoint, I spent 10 years with an electronic health record company. So point of care is near and dear to my heart. So impressed by what PACMA has done and all the people in this room.
Keith Matt ▷ 0:48 So really, really cool to see. I’m looking forward to the conversation. Hey, everyone.
Jacob Harrison ▷ 0:53 Good to see you all. I’m Jacob Harrison, Vice President, Point of Purchase Marketing at CMI Media Group.
Jacob Harrison ▷ 0:57 I’m also point of our Point of Care center of Excellence, as well as a board member of the PACMA Board for Marketing. Rachel Costello ▷ 1:03 Hi, everyone. I’m Rachel Costello. I’m the US Media Director at gsk. Prior to that, I’ve been on the agency scene at a few of them and also on the sales side.
Rachel Costello ▷ 1:14 So I’d like to say that I have the trifecta of experience and I know so many of you in this room. Think. Thank you.
Jennifer Chee ▷ 1:20 And I’m Jen Chee. I am with Novo Nordisk.
Jennifer Chee ▷ 1:24 I’m part of the paid media Omnichannel team. I focus on the type 2 diabetes portfolio. So Ozempic, Rubel cyst, as well as I’ll get real about diabetes disease state education. Prior to joining Novo, my experience actually is outside of pharma. I’m actually a consumer marketer by trade with most of my experience basically all at agencies.
Larry Dobrow ▷ 1:46 All right, before we get going, I guess point of care for way too long just meant the physician’s office. So as sort of a baseline, before we talk about how it feeds into an omnichannel strategy, I’d like to get the takes from each of you on your definition of point of care because each of you sit in a very different place for where you work. Keith, why don’t you start off?
Keith Matt ▷ 2:07 So, you know, I think and I heard I’m going to credit Jacob on this one, he actually calls it points of care, not to steal your thunder, which I actually think is really cool. And we a great description.
Keith Matt ▷ 2:16 We talked about this on the first panel, right? There’s multiple ways to engage with a Physician or a consumer in the office or as part of the point of care setting. The other thing I think is really, really important, we’ll talk a little bit about it on the panel today is point of care is a individual or single setting with multiple touch points. What’s also important is what happens when they leave the office. Right.
Keith Matt ▷ 2:40 What happens when the physician goes home or the consumer goes home. That is another part of point of care, or I would argue it’s a part of it, even if it’s not actually happening in that setting. And so we’ll talk about sort of how to follow that journey for each, both sides of the fence, physician and consumer.
Jacob Harrison ▷ 2:56 Well, you definitely stole my thunder. But to build off of what Keith just said, which he said so articulately, is point of care is really the interaction between the knowledge, the knowledgeable and the one who needs the knowledge.
Jacob Harrison ▷ 3:08 Right. So in a lot of what we do here today is in the digital setting. We don’t have that one to one interaction. We see things like pharmacy deserts where we still are trying to utilize digital to create that interaction. That’s also a form of point of care.
Jacob Harrison ▷ 3:20 patient journey 14 health impact 10 It’s our ability to articulate the information that the individual needs to create better outcomes. So I argue that point of care is everywhere, which is to keys point, why we call it points of care.
Rachel Costello ▷ 3:31 I’d say that it’s multi channel, even though it’s multimedia as well. It’s again in lots of different facets. As Sarah said earlier in the panel, it’s in the pharmacy.
Rachel Costello ▷ 3:44 It has a retail component. It is the physicians that we want to reach. It’s also the patients that we want to reach. It’s that intersection and it’s the last point of connection.
Jennifer Chee ▷ 3:56 And basically the way I look at it is so much of what people talk about with point of care is sort of location basis.
Jennifer Chee ▷ 4:02 Where do you go to to do something that’s health related? When I look at point of care, I actually think about it as a mindset. So it’s a little bit of a slippery slope because when we talk about mindset you’re like, okay, well that could be any kind of health contextual alignment. No, it’s not. Because we’re talking about how leaned in is a patient to actually taking an overt action to change the trajectory of their health journey.
Jennifer Chee ▷ 4:27 So it’s about passive engagement, which is sort of that contextual alignment versus giving somebody the utility to make a decision to improve their health benefits. So that’s basically how I look at it.
Larry Dobrow ▷ 4:43 All right. Actually Jen, my first question’s for you. When we were talking about this previously, in advance of the panel, you had said a little bit about how point of care completes the patient journey before that patient is put on therapy.
Larry Dobrow ▷ 4:54 Tell us a little bit about the role that point of care needs to play in order to make sure that journey is a successful one.
Jennifer Chee ▷ 5:00 Yeah, I mean, if we think about getting a patient onto a therapy, it starts all the way at the top. Right. So you have broad awareness and then it kind of trickles into activating a patient and sort of, what. What utilities do they need and what tools do they use, and it comes all the way down to, you know, when they’re actually seeking that care.
Jennifer Chee ▷ 5:21 So at an HCP office, so there are different ways that you can thread all that through and ensuring that that messaging is consistent throughout, but also remembering that there are two sides of this. Right. So you have the patient side, but if you’re a brand that requires an Rx, you actually have a whole other side of the house you have to think through and you have to talk about, okay, well, how do we make sure the HCP is on the same page? And it’s an entire ecosystem that we’re.
Larry Dobrow ▷ 5:47 Sort of managing for that second side of the house, as you put it, is that second side of the house sometimes overlooked a little bit? HCP needs 11
Larry Dobrow ▷ 5:54 Anybody can win.
Jennifer Chee ▷ 5:56 It depends. I mean, I think Novo does a great job to make sure that both of them are being fired. I think that there’s an evolution in our market where we are starting to really think about these two together rather than in silos. And I think that patients are really able to benefit from that because we now have equal thoughts on things on both sides in order to answer those questions that patients have before they get on therapy about their disease states.
Jennifer Chee ▷ 6:29 So, yeah.
Larry Dobrow 6:32 Rachel, I want to talk a little bit about your role at gsk. You’ve always prioritized the pharmacy environment. Why is it so crucial? And tell us about a program that kind of given you the evidence point that, yes, you need to do this.
Rachel Costello ▷ 6:45 Sure. So retail in the pharmacy environment is really important because it’s where it breaks down the barriers. While people are going in for their over the counter products, they’re able to actually go to the back where the pharmacy is while they’re shopping for other things in their life that they need and be able to have that conversation with the pharmacist that they formerly had with a physician. So previously, when you went to a physician, they had all the time in the world. That’s not the case.
Rachel Costello ▷ 7:12 And there are pharmacy and physician shortages. And that’s where the pharmacy can really bridge that gap, where they can develop this relationship with the pharmacist. And in fact, for vaccines, most of the shots that are put in arms for all the various vaccines are at the pharmacy. So we at GSK have nearly doubled and are really reaching out to the pharmacist to continue that point of care advocacy beyond the healthcare professionals as they’re in that category. The other thing is that it’s really important in the retail environment to understand that there are so many opportunities to speak to the pharmacist as well as patients and consumers.
Rachel Costello ▷ 7:52 When they’re walking in, they can see the signage, they can hear the radio and listen and hear what’s going on. In terms of messaging, there are different stations that provide hand sanitizer. There’s also an opportunity to get a pharmacy bag. There’s an informational session, perhaps some literature or brochure. And there’s also the blood pressure and different types of monitoring.
Rachel Costello ▷ 8:17 So that along with the handheld device that most people are constantly looking at, they can look at their retailer’s website and see, hey, is there a coupon for me to get a vaccine today? That might be an opportunity as an incentive, and it’s really enriching the people that you want to reach at the right place, right time, right message.
Larry Dobrow ▷ 8:38 Jacob, you’ve done a lot of work in this environment as well. Give me your take on the same question.
Jacob Harrison ▷ 8:43 Yeah, I’d love to love to elaborate on a few points that you made there.
Jacob Harrison ▷ 8:46 One is, if anyone has a retail background in the room like I do, over the last decade, my biggest focus was dwell time in stores. Right. As we saw coming out of the pandemic that dwell time was down, people didn’t want to be out and about, but that’s regained that momentum and increased over time. 85% of retail activation, meaning conversion activ, happens still in the brick and mortar store. So the importance is presence.
Jacob Harrison ▷ 9:06 Right? So first of all, we have to make sure we are present in that store location. The second is we have to understand dwell time doesn’t just come from shopping in the front of the store, but it’s also the dwell time standing online at the pharmacy. People spend three and a half to four times more time at the pharmacy counter than they will with their doctor. That’s why you’ll see the changes coming from the CVS’s and the Walgreens of the world of their pharmacists activating more in that Medical field.
Jacob Harrison ▷ 9:27 That’s why they’re including clinical offices in their stores. That’s why there’s more push to show you product in the front of the store you should be purchasing. The final component here in our retail ecosystem that we call it at CMI is that the health and wellness mindset of the consumer walking into these chain pharmacies is present. And therefore they are patient advocates. They’re looking not only for their Rx script, but for over the counter solutions to help aid in their disease state.
Jacob Harrison ► 9:54 And so the ability to encompass that ecosystem, be present and be in the forefront is necessary to create better outcomes.
Larry Dobrow ▷ 10:03 With this expansive definition of points of care, obviously we should be thinking about expansive definitions of uses of technology. And this is a question for you, Keith. I think programmatic has never really been thought about as a big component within this landscape. How has that changed and why has it changed?
Keith Matt ▷ 10:20 Yeah, we’re newbies, right? So you know, I would frame it in terms of there are points of receptivity for physicians and patients. And what I mean by that is we’re all consumers and physicians are the same way. There are times where you are deeply engaged in your health, right? You’re researching content.
Keith Matt ▷ 10:39 You want to understand what type of physician can help me with my particular ailment or one of my family members. Or maybe you’re looking up medication. What would be appropriate therapy for me? Same thing on the physician side. But then there’s times where you’re just kind of living your life, right?
Keith Matt ▷ 10:54 And so what Programmatic does and what technology does is helps you understand the peaks and valleys that are happening between a physician and a patient. And so when you understand when somebody’s highly receptive to content versus when they’re not, that can be fed back into what you’re doing at the point of care, right? Imagine. I’ll give you a couple examples. Imagine if you knew a physician was on brand.com yesterday and they just research content about your brand and how to dose it or whatever it might be.
Keith Matt ▷ 11:23 Well, that’s hugely important for what you do at the next stage of point of care, right? So if that doctor’s on brand.com yesterday and then they’re treating a relevant or applicable patient the next day, you can feed that information in. That’s what Programmatic does. Same thing if a doctor’s on an endemic site and let’s say they download information about a drug or they download a drug monograph, feeding that data back in, in real time at the point of care makes you and gives you the opportunity to understand, hey, what type of message do I want to deliver to this physician or this consumer at this time across this channel within point of care. So what I think it’s really doing programmatic and again, we’re newbies to the space.
Keith Matt ▷ 12:03 Although I would argue with programmatic, companies have been working sort of in the point of care space around the fringes for a couple years now. It’s giving visibility into the full picture and that full picture can only help to enhance what you’re doing at the point of care.
Larry Dobrow ▷ 12:17 Jacob, tell us a little bit more about that, especially as it pertains to consistency and messaging.
Jacob Harrison ▷ 12:24 I think the interesting thing about programmatic and something that we have to clearly define is that it’s a way of buying. So as we see the impact of the channel itself, we also see it diversifying. So currently we see things like CVS and vibonomics and the trade desk able to buy in store audio programmatically, we can buy TV programmatically, we can buy display units programmatically. There’s EHR that can be served programmatically. I mean, it’s just endless.
Jacob Harrison ▷ 12:48 So it’s really about to Keith’s point, creating a life cycle that both touches the HCP and the consumer in a prevalent way that allows for that communication, that conversation to be cyclical. It allows it to pick up where it left off, like best friends who haven’t seen each other in a decade. So we want to make sure that those mechanisms of action are there to ensure that we are furthering that dialogue, that we are showing them new treatments, that we are keeping them adherent to the drug itself. And again, those channels are going to continue to diversify, which is going to make that easier over time. But the people in this room are going to set that trend and that tone and that path forward.
Larry Dobrow ▷ 13:27 Jen and Rachel, from where you both sit, what you’re hearing about this, does this make your job easier? Does it give you more to think about? How do you regard it?
Rachel Costello ▷ 13:35 Generally, I think it’s wonderful. It’s more seamless.
Rachel Costello ▷ 13:37 It makes the interaction appear natural in the various environments and it really lifts all of the opportunities to connect the different pieces of the media channel and the journey for our patients and our healthcare professionals.
Jennifer Chee ▷ 13:53 Yeah, I mean, it’s about figuring, figuring out what’s the right thing to do next in order to get someone on therapy or what are they seeking. And if we have that ability to understand that and to obviously leverage Al and whatnot to do that, it just makes our lift that much easier. So it is a little scary when you’re trying to set this up. You’re like, wow, this is an uphill battle.
Jennifer Chee ▷ 14:15 But I think once it gets going, it actually really does make our lives easier and just making sure that the whole journey is completed.
Larry Dobrow ▷ 14:25 Where is that? I’m sorry, Keith, go ahead.
Keith Matt ▷ 14:27 So the other thing we need to think about, and we discussed it around measurement in one of the earlier sessions, is the dynamic nature of tech brings insight and visibility into the dynamic nature of the fact that a consumer or a physician changes every single day. The way we work today is different than what we were tomorrow.
Keith Matt ▷ 14:48 Right. And so that dynamic nature changes target lists, it changes the physicians you’re trying to reach, it changes the audience that you’re trying to reach on the consumer side. So we have to think about how we look at that from a measurement standpoint, because that’s constantly changing versus, like the traditional static list that we may have implemented in the Point of Care space in previous years.
Larry Dobrow ▷ 15:09 Are we looking at it? Are we taking that into account or is it still sort of a work in progress?
Keith Matt ▷ 15:13 Yeah, I mean, I think I heard the theme around like consolidation and bringing sort of measurement partners together to look at it in one way. So we are. It just, I would argue it adds different elements. They’re good elements. They’re elements of real time nature that are bringing in insights into physicians and consumers that maybe you didn’t have previously, but we just have to think about, like, how do we streamline something to touch upon.
Jacob Harrison ▷ 15:40 There is the word that Keith brought up which is partnership. And that partnership doesn’t just come with our vendors and our third party retailers and all that kind of stuff. It also comes internally. So one of the things that we study is how do channels like Programmatic then enhance efforts in SEM, in SEO, social, et cetera? How do these interplay with each other?
Jacob Harrison ▷ 16:00 Though we heard earlier MMMs aren’t great for measurement, they are great for understanding how these channels do interact and how one can make the other more profitable. So I think again, presence is going to be key and the idea that one can catapult the other is certainly there.
Larry Dobrow ▷ 16:17 You gave me an easy segue because I wanted to start talking about different types of partnerships, specifically retail partnerships. Rachel, you’ve done a bunch of these. What are the successful ones?
Larry Dobrow ▷ 16:27 What are the hallmarks of successful ones?
Rachel Costello ▷ 16:30 I think the most successful retail partnerships are those that have the collaboration. So really working with the retailers. So whether that be CVS or Walmart or Walgreens or Amazon, even for home delivery, really Partnering with them to figure out where are the gaps, how do we understand what their needs are in addition to what our needs are in order to better the patient and the physician and better outcomes. And so we’ve worked with our agencies, both PHM and cmi, to coordinate efforts for, again, the patients and the physician and really understanding how to meet their needs and how to look at the retail media networks that are continuing to grow and understanding, as you said before, the interconnectivity of all of the different programs together.
Rachel Costello ▷ 17:19 And how do we measure them better, as the first panel had mentioned, because when we all work together to figure out how, how it all intersects, I think is the most important thing because each channel has its place. It’s just a matter of how do we string them together so we take the patient and the physician on a journey where they can have that conversation.
Larry Dobrow ▷ 17:43 Following up on that, Jacob, filling some of those gaps that Rachel alluded to, from where you’re sitting, what are the most important things to do? What are some of the things? What are some of the areas where people miss a step or miss a component?
Jacob Harrison ▷ 17:57 I think what’s most important in terms of these relationships is understanding what everyone brings to the table and not necessarily falling beholden to the wall that exists or the walled garden that we call it. In retail, there’s an opportunity to sit on your strengths as well as build off the retailer strengths. So something that we did at CMI was we built out this opportunity with a number of retailers and some of our strategic vendors on how to target HCPs utilizing consumer data, Shopping data shopping, behavioral data from the front of store. There’s ways to enhance the targeting the opportunity. Because as I mentioned earlier, retail is an ecosystem.
Jacob Harrison ▷ 18:37 It has your caregivers, your hcps, your patients, all of them in one place natively shopping. And so the idea is, what can you bring to the table to talk to the right individual, but also how do you create line of sight? HCPs are patients, they are caregivers. So they need to understand how we’re communicating to patients as well so that they can create that relatability in those conversations.
Larry Dobrow ▷ 19:00 Within that mix, where does it fit? How does it fit?
Keith Matt ▷ 19:03 Yeah, Jacob and I were talking about it. I mean, there’s powerful data with these retail pharmacy partners, right? So purchase data, whatever the type of data might be.
Keith Matt ▷ 19:13 There’s powerful data that can then inform the types of audience you’re reaching on a regular basis. And not only just reaching them, but actually optimizing against Them. So if we know based on purchase data at the pharmacy, this consumer audience is more relevant in a particular area of the country or at a particular time of day or week. That’s massively powerful data for targeting at the point of care or through other channels outside of the point of care, to ensure that we’re sticking with that consumer or that physician across their entire journey, whether it’s in their office setting or out external. So it’s all about, from the tech side, it’s all about how do we leverage that data.
Larry Dobrow ▷ 19:52 Is there ever some apprehension, is there some sort of skepticism that this is going to work? If so, do you have to kind of sell it in a way to some of the brand partners?
Keith Matt ▷ 20:02 You know, I think the use case has already been proven out literally across every channel. Point of care is relatively new to programmatic, as we discussed. But I think the use case on connected TV or general display or audio has proven out like the more and the more insightful data, the better for all the marketers in this room to ensure that we’re minimizing waste and honing in on the right audience, on the right times.
Larry Dobrow ▷ 20:26 All right, let’s talk about bringing it all together. Even though we’ve already touched on it a little bit, obviously the best case scenario is everything coming together, synchronizing messaging in a way that ACPs and patients benefit. Jen, when these messages are synchronized, what does it look like? How do they culminate effectively at the point of care?
Jennifer Chee ▷ 20:45 Yeah, point of care is part of the journey.
Jennifer Chee ▷ 20:48 Right. Sometimes I think we think about it as separate, but it’s actually part of the entire journey. So you kind of. It just, if you think about it, just sits at the bottom of the funnel. Right.
Jennifer Chee ▷ 21:00 So whether it’s a purchase funnel or an RX funnel, depending on what kind of brand you are, it’s a point that allows your brand to reinforce what your brand messages are, what your brand benefits are. It’s what’s going to be prompting your patient to go into the HCP to talk about a therapy. Right. So, and it’s often it’s, you know, if you’re putting it into a play space, it’s often a last point that your patient will have before they go to talk about therapy. So it’s so important to just make sure that you’re putting yourself there.
Jennifer Chee ▷ 21:34 And then also, we talked about the other side of the house, but POC is one of those rare channels that you can actually know the HCP and tie them directly to your patients. Patients, you can’t do that in other channels. So leverage the channel for that capability. You have the ability to understand from your patient base what are their pain points, what’s hard for them, what’s important for them, and message that and speak to that. Right.
Jennifer Chee ▷ 22:05 But then on the other side, make sure that you’re arming your hcps with that same utility, giving them that utility to have those conversations with with their patients. And when they have the common belief and the common understandings of your brand, we have success. So I think that’s sort of.
Larry Dobrow ▷ 22:24 That’s it.
Jennifer Chee ▷ 22:25 That’s it.
Jennifer Chee ▷ 22:26 There you go.
Larry Dobrow ▷ 22:27 Speaking about programs that have gone well, Rachel, the Trelogy campaign, tell us a little bit about it. There was synchronized DTC and HCP components to it. Walk us through it.
Larry Dobrow ▷ 22:36 Why did it work? What was your kind of eureka moment from it?
Rachel Costello ▷ 22:39 Sure, Larry, thank you. Building upon what Jen said, it really is important to make sure that that consumer message, direct to consumer over here is coordinated with your healthcare professional message over here. And so really what we did in the Trelegy campaign is combined the two connected it and synchronized our efforts.
Rachel Costello ▷ 23:00 So we worked again with our media agency and our creative agency to empower the collective thinking of how do we make sure that when we’re speaking to our patients who are walking into the door into the physician’s office and they’re seeing the television screen, they’re seeing the COVID app, they’re seeing the wallboard, they’re checking in on the check in pad, then they’re going into the exam room where they’re meeting the physician who is already in the back of the house, seeing maybe a static wallboard or a dynamic in the exam room. They’re having that conversation right at the point where they are seeking treatment. And so when they’re doing that, they’re really connecting and saying, this is my problem, this is the brand to treat that problem. And it’s the last touch point, as you mentioned, that they’re really having that discussion before they walk out with a script. And so it’s proven really well for us.
Rachel Costello ▷ 23:56 We’ve had incremental new starts, double. We’ve had this situation where we’ve continued to expand upon that test in 24 and 25 and implement it to other brands across GSK and really provide the information that the patients and the healthcare professionals are seeking.
Larry Dobrow ▷ 24:15 Actually, that leads into the next question. Where can it go from there? Where can the next campaign go?
Larry Dobrow ▷ 24:19 What are some of the learnings that you can build upon?
Rachel Costello ▷ 24:22 I think from the measurement that we talked talked about this morning, I think connecting all of these different opportunities and making sure that we can showcase why they’re so important and how they are a puzzle piece that fits in and is really part of the journey along with all the other channels will be extremely beneficial.
Larry Dobrow ▷ 24:44 In the flip side of that and certainly anybody else can weigh in. What are some of the things that you don’t want to be doing in this scenario? What are some of the learnings that were on sort of negative side?
Rachel Costello ▷ 24:55 I think one off opportunities, again, where it’s not omni or multichannel, whatever word we want to use these days. I think if we can have coordinated efforts, whether that be proper branding pulled through different imagery, different taglines and conversations. So again, that was really important. It seems so strange to even say it, but how do you have different messaging to the physicians than you do to the patients? You want them to be talking the same language.
Jennifer Chee ▷ 25:25 And then I would even add to that. So within your consumer campaigns, right, or even your htps, but more so consumer, there’s the ability to repurpose a lot of what you’ve done so you don’t have to create net new. You can take what you have because that’s going to help with brand awareness. That’s going, going to help drive those benefits again.
Jennifer Chee ▷ 25:44 But because we have the ability to really understand like what patient is going in to see what hcp, you can nuance it a little bit, change the, you know, change, change the voiceover of the end card. Speak to your hcp. Now, something as simple as that definitely makes put someone into, into that driver’s seat where they have the control to do this right now and then take your assets. You could change little bits and pieces of it to talk to the pain points of that specific patient because that will help the brand resonate even further and then obviously pull it through to your HCP side. Because if we were dealing with regular like a car, you need to close the deal, right?
Jennifer Chee ▷ 26:24 So kind of similar.
Larry Dobrow ▷ 26:28 All right, we’re down to about three minutes left in the session, but I want to do one lightning round question before we open it up to questions from the field. We’re having this conversation again a year from now. We’re sitting on stage. We’re here at the Point of Care Marketing Association Summit.
Larry Dobrow ▷ 26:43 Again. What are some of the things that you expect? We’ll see what’s sort of a best case scenario from where each of the four of you are sitting over the next 12 months?
Rachel Costello ▷ 26:52 I’d say a case study where this actually works. Measurement wise, where we have a part partner collectively that is a measurement company, along with analytics from the different agencies and from the PhRMA partners and have all of the partners on board.
Rachel Costello ▷ 27:12 It’s time to make sure that we are heard collectively and that we show up in the MMX report.
Larry Dobrow ▷ 27:19 A good goal and a realistic one.
Rachel Costello ▷ 27:21 Yeah, I think we have the power to do it.
Keith Matt ▷ 27:24 Yeah, we all benefit from that. That would be amazing.
Keith Matt ▷ 27:28 I think we will get closer to connecting the HCP and consumer in a real way. Whether that’s through the data insights or everybody sort of coming together. Whether it’s from a measurement standpoint, I think we’re getting closer, I think we’re getting closer to leveraging HCP insights to drive what we’re doing on the consumer side and vice versa. But it’s evolving and we’re not quite there yet and I think we’ll get closer to solving that.
Jacob Harrison ▷ 27:52 I think you’re going to see the pharmacy evolve and emerge as the leading area for point of care.
Jacob Harrison ▷ 27:57 I think when you see the landscape shifting where retailers are closing their large footprint stores, they’re going to reopen in smaller footprints as we predicted last year and have seen start to happen this year with cvs. And I think what you’re going to see is pharmacists start to act in a much bigger way. You’re going to see more clinicians on site, dietitians taking a bigger, more prevalent role in terms of the upfront care for those who are advocating for themselves. And I think you’re going to see that really evolve as a way of.
Larry Dobrow ▷ 28:23 Communicating is the industry ready for that?
Larry Dobrow ▷ 28:26 Is it anticipating these changes and ready to move or is it going to be kind of a gradual rollout process?
Jacob Harrison ▷ 28:32 I mean, it’s time to buckle up. I think if they’re not ready yet, they should be.
Jacob Harrison ▷ 28:38 It’s a rapidly evolving field and it’s because the ones that are backing it, the Amazons, the Walmarts, all these of the world have the power to do it and do it fast. I mean, Amazon can sell cars, they can sell health care.
Jennifer Chee ▷ 28:51 I think it’s the definition of what point of care is. It’s, you know, we’re moving away from that location base and it’s really, truly embracing that. It’s a mindset and it’s the level of leaned in that we are. It’s what provides utility to actually putting a patient into motion to, to take control of their health journey. So I think we’ll start to evolve that definition of what point of care really really, really is at the crux of it.
Larry Dobrow ▷ 29:17 Are you optimistic that it’ll take?
Jennifer Chee ▷ 29:19 I mean, we don’t talk about TV as the tube that you turn anymore. Right. So it has to happen. You know, you either adopt or you get left in the dust.
Jennifer Chee ▷ 29:28 So, yeah, we’re going to do this.
Larry Dobrow ▷ 29:30 I like it ending on kind of a Darwinian moment here. This was terrific. We’re going to now open up the floor to questions. So please put them into.
Larry Dobrow ▷ 29:41 Put them into. I’m forgetting Slido’s name. Put them into Slido and we’ll answer as many as we have. We actually have one, actually one preceded one. This is actually for Jacob.
Larry Dobrow ▷ 29:51 Jacob, what are the benefits of partnering with retailers and what advancements do you think you’ll see in the next 12, 6 to 12 months to prove the importance of this space? Certainly we’ve touched around that a little bit.
Jacob Harrison ▷ 30:02 Yeah. I think the importance to working with retailers is their audiences. They have bought in loyalty members.
Jacob Harrison ▷ 30:07 That kind of get us away from those PII conversations that we’ve been having for the last decade to exhaustion. And I think what is most important to acknowledge is its managed service. So it takes time off of hands on keyboard. It allows for us to open up new avenues and new direction from a strategic perspective. And I think it’s also okay that it’s managed service.
Jacob Harrison ▷ 30:28 I think that you have to manage the managed service. So there’s still the need to put your fingerprint on it and to have those communications and work with partners, to Rachel’s point earlier, that are collaborative and that provide better outcomes. And we’re starting to already see that. But that access to data, the access to behavior in the front of store as well as the pharmacy is what makes these retailers so important to work with.
Larry Dobrow 30:47 All right, let’s go to a couple of the questions that have come in within pharma.
Larry Dobrow ▷ 30:51 How do you share the value of point of care with your marketing and analytics teams? And what point of care industry. What is the point of care industry doing to help you? Is there anything beyond case studies?
Rachel Costello ▷ 31:04 I would say really bringing the analytics team along for their journey. So many times they’re so good at what they do at the pharma company as well as the agencies, but they really need to understand, maybe touch and feel and insight, see the products that are being offered so that they can understand how they fit into the ecosystem.
Larry Dobrow ▷ 31:27 Anybody else add that?
Keith Matt ▷ 31:29 I mean, I would argue this room tells you what the importance of point of care is to pharma and their analytics folks. I don’t know too many pharma brands that don’t have a point of care strategy.
Keith Matt ▷ 31:43 Everybody does. So I think analytics understands that. To the earlier panel, it’s about how do we effectively measure this now and combine it with all the other channels.
Larry Dobrow ▷ 31:54 We have a question about some of the stats that we mentioned up here. The statistic about pharmacists spending three times as much time as with a doctor.
Larry Dobrow ▷ 32:04 So the Data shows that 10 to 8 minutes with a doctor, 10 to 18 minutes with a doctor. So a pharmacist spends 30 to 50 minutes with a customer. I think there’s maybe a skeptical note in there somewhere.
Jacob Harrison ▷ 32:14 They’re coming, right? For me.
Larry Dobrow ▷ 32:15 Yeah. While an important channel for vaccines, haven’t seen pharmacists practicing beyond any questions. So please opine. I guess that’s. Let’s leave it with the first clause.
Larry Dobrow ▷ 32:27 Go address that one.
Jacob Harrison ▷ 32:28 Yeah, so I’m happy to address it. So there’s a couple of things here. The first is access. Right.
Jacob Harrison ▷ 32:32 Pharmacists are far more accessible than doctors are. The second is that this isn’t on a per visit basis. Right. So throughout the year, especially if you’re adherent to the drugs that you’re taking, you’re seeing your pharmacists far more often than you’re seeing your hcp. So the two main components here are who are you asking first and who are you asking last?
Jacob Harrison ▷ 32:49 And that tends to be the pharmacist. And then that relationship is built to the point where you are going in because your toe hurts and you want to know what your pharmacist’s opinion on from the over the counter to the pharmacy, product behind the counter. So I think, like I said, the important part here is access. And pharmacists are far more accessible than the doctors are.
Larry Dobrow ▷ 33:08 All right, we have a question from the room in the back corner.
Rachel Costello ▷ 33:11 Yeah.
Participant 6 ▷ 33:11 I had a question for Rachel specifically. You talked about the gsk, I think it was trilogy. You said. Is that the brand that you had done campaigns for both HCP and consumer?
P6 Participant 6 ▷ 33:23 Just curious. When you have a situation where a farmer is working with multiple agencies, so they have one agency working on their HCP and one working on their consumer. How does the pharma really brighter bridge the gaps so that you are reaching both sides with, you know, continuity and with a message that’s like you said, you’re speaking to them in the same way. I think that’s one of the challenges that I’ve seen that it’s sometimes different agencies have different strategies, different agendas.
Rachel Costello ▷ 33:51 Wonderful question. Thank you. I would say that the brand marketer is key as well as the media director. So making sure that there is an interagency team where everyone collaborates and is on one team. We are Team GSK.
Rachel Costello ▷ 34:06 So we bring in our CMIs for our HCP, or we bring in PHM for our DTC or some of our HCP is all at one agency, whether that you know, where the brands sit. And then we’re bringing in our creative agency, we’re bringing in our analytics team, we’re bringing in procurement if we need to do any contracting, our finance, so that we make sure we have our brand budget and our legal team and privacy teams to make sure that we’re being risk compliant. So it really does take a village to make sure that we have everybody on the same page and that we’re working off of one strategic vision.
Larry Dobrow ▷ 34:42 All right, one last question, and it is, how do you do integrated HCP patient messaging for disease areas where HCPs and patients are at different journey maturities?
Rachel Costello ▷ 34:53 Well, that’s where dco. So we have different things in digital that we need to figure out in point of care in terms of how the physician and the patient are having that conversation. Because you’re right, there are different levels as well as caregivers. So you have to have a multitude of creatives to figure out where they are in that journey and what to present.
Jennifer Chee ▷ 35:17 And it also even building on that, when you look at your different hcps, they themselves speak of the same disease state in different ways.
Jennifer Chee ▷ 35:27 So that also needs to be nuanced a little bit in order to sort of get everyone to the same finish line.
Jacob Harrison ▷ 35:34 The other thing I’ll state there is that you have to invite environments to place media where HCPs understand where the patient is on that journey. So patients are not necessarily ever going to be as educated as the HCP is from a natural standpoint of what they, you know, we spend our time learning about particular products. They’re more the aforementioned experts here.
Jacob Harrison ▷ 35:54 So the HDP just needs to understand where the patient is in that journey to be able to pick up that conversation and bring them along for it.
Larry Dobrow ▷ 36:00 All right, thank you all very much.
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