In today’s digital world, patients receive healthcare content from a range of mass-media channels. With that broad mix in mind, it’s crucial to reach patients in ways they trust and in the spaces they engage with most—and new data shows that’s the point of care.
Not only do patients consider the content they see at the point of care more reliable than messaging on TV and social media, but they also feel more motivated to start conversations with their doctor about medication information they see at the point of care, according to recent surveys conducted on Phreesia’s PatientInsights platform of more than 10,500 patients as they checked in for their doctors’ appointments.
Here are three reasons why the point of care has a clear advantage over mass-media channels, from higher levels of patient trust and engagement to cost efficiency.
1. Patients find point-of-care messaging more reliable than other channels
Patients trust the medication information they see at the point of care (20%) significantly more than the content they see in print (14%), on social media (10%), on the internet (9%) and on TV (8%). Unsurprisingly, patients also report that they find point-of-care content more helpful than content they see on other channels. Nearly 1 in 5 patients (17%) found point-of-care messaging at least “quite a bit” helpful, greater than the percentages of patients who found messaging helpful in print (13%), on social media (10%), on TV (9%) or on the internet (7%).
The helpfulness and trust that patients find in treatment information presented to them at the point of care also translates directly into greater opportunities for patient activation, says Nicole Divinagracia, Executive Director of The Point of Care Marketing Association.
Point-of-care engagements reach patients “at a time and place where they are most receptive and are more able to start conversations, prompting [them] to ask about things such as symptoms, diseases and treatments,” she says.
2. Point-of-care messaging empowers more patients to participate in their treatment decisions
Patients who view content at the point of care are more likely to start conversations with their healthcare provider (HCP) about their medication options, compared with patients who view content on other channels. Phreesia’s survey data found that nearly one-quarter (23%) of patients who viewed content at the point of care asked their doctor about those medications in the past 6 months, greater than the percentages of patients who saw print (17%), social media (15%), internet (13%) and TV (11%) engagements.
“We know that empowered patients are educated, and education can transform patients into self-advocates,” Divinagracia says. “When patients are visiting their HCP, it’s because they are thinking about their health, so they are already in the right mindset to take in new information.”
Health content delivered at the point of care also motivates patients to find out more about it. Phreesia’s survey data found that patients who saw content at the point of care were four times more likely to seek additional information (16%), compared with those who saw content on TV/streaming services (4%).
“Patients turn to their healthcare providers as trustworthy sources of information, so there is a halo effect when it comes to messaging being placed at the point of care,” Divinagracia says. “Messaging at the point of care can prompt discussion between the patient and their HCP so patients can receive answers to their questions from a trusted source immediately after exposure.”
3. Point-of-care messaging is more cost efficient than other channels
In addition to inspiring more trust and sparking greater patient activation, health content delivered at the point of care also is more cost effective. A recent case study from Veeva Crossix that evaluated the impact of a brand’s direct-to-consumer (DTC) campaign found that the point of care was the most cost-efficient driver of conversions. Representing just 2% of the campaign’s overall media investment, the point of care was attributed to driving 17% of new-to-brand prescriptions (NBRx). Conversely, the channels with greater campaign spend didn’t have as strong results. Media investments in TV (68%) and paid search (6%) drove lower percentages of NBRx conversions at 45% and 2%, respectively.
The combination of point of care and TV also ranked second in terms of unique reach among consumers for the branded, multi-channel DTC campaign. Incorporating point-of-care messaging into your media plan can help reach specific patients and achieve a more highly qualified audience, thereby making a measurable impact, Divinagracia says.
“Regardless of budget, a brand using point of care can reach the right person right at the moment of decision-making, so ultimately, their investment works harder for them,” she says.
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1 Veeva Crossix, Cross Channel Impact, 1H 2022