The Impact of POC Advertising on Brand Discussions

by Jayne Krahn

Did you know that almost half of adults (44%) have seen or heard healthcare advertising at a doctor’s office or pharmacy in the last 12 months? That means that point-of-care advertising is now the second highest-reaching channel for hearing or seeing healthcare related advertising behind TV.

We found that 11 million adults who saw or heard advertising at the point of care ended up switching brands as a result of that advertising. That may be a compelling data-point to share with your agency as they're developing your advertising mix this year. Using the MARS Consumer Health Study, you can drill down on a specific ailment or drug to find adults with that illness, or discover how adults taking that drug feel about POC media and what actions they are taking because of it.

We also found that of the adults who've seen healthcare advertising in the doctor's office in the last year, 18 million have asked their doctor to prescribe a specific drug and 17 million have asked their doctor for a product sample of a prescription drug. Initiators of discussions with doctors are more likely to have been exposed to healthcare advertising, and patients who start conversations with their healthcare professional are likely to recall an ad seen in their doctors’ offices.

Finally, we discovered that adults who have seen healthcare advertising at the doctor's office are 15% more likely to agree that it's worth paying more for branded prescription medications vs. generic products.

Kantar Media’s MARS Consumer Health Study helps agencies, marketers and media make better healthcare media and marketing decisions. It ties multimedia consumption to medical ailments, pharma brands, attitudes and opinions about healthcare and many other data points. A large sample of about 20,000 respondents provides stable and reliable information across categories and brands. Gain insights into category and product usage for 500+ OTC and Rx remedies, detailed information for 70 health conditions, including treatment options and much more.