More healthcare companies reaching patients at the point of care

EVANSTON, Ill. — Health-and-wellness companies, including pharmaceutical firms, see increasing opportunity in doctors' offices, pharmacies and hospitals — also known as the point-of-care channel — to reach and engage with patients primed to receive information about their health. In turn, many have made significant investments in their POC strategies, according to the 2014 Point-of-Care Research Study released Tuesday by ZS. 

 

The study found that consumer-facing POC marketing spend in the United States has increased 10% year-over-year since 2010 and is expected to reach $400 million by the end of 2014.

 

POC refers to sponsored education and marketing materials available for patients and caregivers in health care venues — from televisions and digital screens in waiting rooms and brochures at pharmacy counters, to wallboards and tablets in hospital settings.

 

Conducted by ZS and sponsored in part by the Point of Care Communication Council (PoC3), this study — based on interviews and secondary research — was designed to estimate the current size and potential for growth in the POC channel.

 

According to ZS estimates, investments in POC marketing have grown eight times faster than overall direct-to-consumer spending since 2010. Currently, about 87% of the total POC market spend comes from pharmaceutical companies (general and over-the-counter). Other companies that leverage POC channels include biopharmaceutical companies, pharmacies and consumer-packaged goods companies that sell health-oriented products.

 

"More and more of our pharmaceutical clients consider POC promotions essential to their integrated marketing campaigns," stated Hensley Evans, principal at ZS and leader of the firm's patient consumer marketing practice. "Reduced investments in sales forces and an increased focus on targeting the patient are some key drivers of the industry's greater investments in POC communications. Consolidation of POC marketing vendors has also helped marketers achieve scale with their POC investments in recent years."

 

The ZS study provides an independent view of the size, growth, best practices and power of the POC channel, according to Christine Franklin, executive director at PoC3. "For the first time, there is a consolidated view of this channel, which will further the adoption of POC communication and how it helps improve patient health care outcomes."

 

A key takeaway from the study is that as patients and caregivers visit POC venues more frequently, they are eager to consume the various educational materials at their disposal. In fact, POC has the reach and scale to connect with a large number of patients when they are most focused on their health.

 

"The POC waiting room is a pivotal place and time for consumer exposure to health care information and branded materials. When patients and caregivers trust the source and absorb these materials, they are likely to bring that information into - and ultimately influence the direction of - their treatment discussions with a physician," Evans said.

 

Several factors will continue to drive growth in POC spending, which ZS expects to exceed $500 million within the next two to four years. These include new technological innovations that further expand the reach and scale of POC channels, health care industry changes brought on by the Affordable Care Act and spread of Accountable Care Organizations, a growing POC audience (which will include baby boomers) and a continuing decline in the size of the pharmaceutical sales force.