Industry Insights

COVID-19 disrupted a vast number of physician offices throughout the US with many patient waiting rooms “closing” and patients being directed to wait in their cars before being rushed into exam rooms. Patients were also reluctant to visit pharmacies and urgent care centers opting instead for home delivery and telehealth visits. What did this upheaval mean for the point of care (POC) advertising industry? How were advertising investments impacted? And what is the trajectory for the industry as the country emerges from COVID-19 quarantines? The Point of Care Marketing Association commissioned ZS to study the industry to answer these questions and others.

This paper will explore the foundational sources and types of data, as well as the caveats that come with using each type.

The following provides a high-level overview of best practices and considerations for the measurement of POC programs.

The purpose of this whitepaper is to provide you, with a general overview of the Electronic Health Records (EHR) channel for promotional purposes to help you get started with a foundational EHR media program.

With digital media now perceived as the principal purveyor of “fake news,” paper instills readers with greater confidence. In the 2017 Print and Paper in a Digital World survey, 56% of U.S. respondents said they trust what they read in printed newspapers compared with just 35% who have faith in stories found on social media2. That translates to advertising, too, with print ads ranking no. 1 in terms of trustworthiness—and social media ads dead last3. Consumers also put more stock in print because they are mindful of the care (the editing, vetting and proofreading) that goes into printed pieces, which, unlike their digital counterparts, can’t be revised with a simple click.

Based on survey responses gathered in Fall 2021 from more than 2,000 caregivers, this report will explore caregivers’ unique needs and what pharma marketers can do to help meet them.