Why You Should Include Point-of-Care Media in Your Marketing Plans

by Michele Deutschman

For consumers, the most valued source of healthcare information is the physician. Among those who have been to a physician in the last year, the vast majority (77%) value the information they receive.

However, for marketers and ad professionals, reaching the patient right before they have met with their doctor can have a big impact on that coming conversation. As patients wait to be called in to see their doctors, they are exposed to brochures, pamphlets, posters, in-office television and waiting room magazines.

Among those who have been to a physician in the last year, 41% of consumers value brochures and other literature that can be easily viewed or picked up at the office. A little less than one in three consumers value magazines at the doctor’s office and 20% value TV programs playing.

As you can see in the chart above, the physician’s specialty is an important factor in consumer perceptions of point of care media value. For example, when compared to other patient groups, rheumatology patients are more likely to prefer magazines whereas endocrinology and neurology patients index very high on television programs.

Other differences between patients groups:

• Neurology patients are 35% more likely to value television programming in the doctor’s office.
• Patients of oncologists are 8% more likely to value their doctor.
• Patients of psychiatrists are more likely to value all the available information sources at the doctor’s office – 25% magazines, 27% ads/brochures and 15% TV.
• Endocrinology patients are 14% less likely to value their physician but 26% more like to value TV programs.

For more information, check out this one-sheeter all about the MARS OTC/DTC study.