Turning Dialogue Into Better Measurement
POCMA’s inaugural Candid Conversations event brought together pharmaceutical marketers, agency partners, measurement experts and Point of Care leaders to explore a shared challenge: how to better evaluate POC’s contribution within an integrated marketing strategy.
Through panels and roundtable discussion, participants explored measurement fundamentals, opportunities for greater consistency and the collaboration needed to turn data into actionable insights.
Key Takeaways
Start With the Audience
Define who you want to reach, why and what you want to achieve. An audience-first approach provides the foundation for study design and meaningful measurement.
Look Beyond ROI
ROI is one part of the story. Consider additional indicators, such as prescription shifts and new patient acquisition, and align measurement timing with key decision points.
Account for Each Tactic
POC includes print and digital formats across different care settings. Measurement should reflect the role of each tactic and the context of the patient-provider interaction.
Align Early
Bring brands, agencies, media partners, data suppliers and measurement experts together from the outset. Agree on objectives, methodologies and reporting expectations before execution.
Use Findings to Improve
Measurement should help teams understand POC’s contribution and inform future decisions—from resource allocation to campaign refinement.
Put the Learning Into Practice
As you prepare your next POC plan, consider:
- Are your objectives grounded in audience needs?
- Does your measurement approach account for each tactic and care setting?
- Have all planning partners agreed on a consistent framework?
- Are you capturing meaningful indicators beyond ROI?
- How will the findings inform your next decision?
Explore the Panel Summaries
Panel One
Point of Care Measurement: Fundamentals & Best Practices
How can marketers establish a stronger foundation for POC measurement?
This discussion explored audience-first planning, tactic-level measurement and the importance of aligning stakeholders around a consistent approach. The summary offers practical considerations for building measurement into an integrated marketing strategy.
Meet the Panelists
Kit Burkus
IQVIA
Kate Gattuso Duffy
Pfizer
Karen Hofmann
Cognizant
Dave Nussbaum
Advisory Consultant
Mike Ramadei
Veeva Crossix
Panel Two
Measuring Point of Care Impact: Data Standards to Strategic Direction
How can better measurement strengthen POC’s role in the broader marketing mix?
This discussion examined the need for consistent methodologies, metrics that reflect POC’s unique context and collaboration across planning partners. The summary explores how measurement can support smarter investment decisions and continuous improvement.
Meet the Panelists
Yalcin Baltali
Novartis
Varsha Eluri
Ipsos
Leanne Smith
CMI
Keep the Conversation Going
Candid Conversations brings together leaders across the POC ecosystem for focused, honest dialogue about the issues shaping the industry. Explore upcoming opportunities to exchange perspectives, build connections and turn shared learning into action.