What the latest shakeup in the PoC channel means for advertisers

In the world of healthcare advertising, nothing stays the same for very long. Recently, the point of care channel has gone through several tumultuous shifts as a result of increasing demand for standardization and a scandal that rocked the industry.

This summer, the PoC channel saw a major shakeup when several major buyers withdrew from the Point of Care Communication Council (PoC3) to form a new association. The resulting impact of this move could affect media buyers across the industry.

How the PoC channel has changed over the years

The PoC channel has been evolving beyond pamphlets in the doctor's waiting room for quite some time. Printed collateral still plays an important role in the channel, but it is far from the only option available. Likewise, digital assets in the channels have changed. In addition to passive TV displays, buyers can leverage touchscreen technology to better engage users.

With increasingly sophisticated technology, it's little surprise that PoC marketing budgets have grown significantly over the years. According to PM360, total PoC spend is projected to reach $847 million by 2020.

This growth has been driven, at least in part, by positive engagement metrics. However, measurement figures from the years between 2014 and 2016 have been thrown into question after Delaware-based media supplier Outcome Health allegedly padded performance data.

Though it's unlikely that the channel's long-term projections will be damaged much by recent events, it has lost some of its original luster. Certainly, the channel can still be effective, but buyers may have to adjust their expectations moving forward.

Point of care advertisements have become a multi-million dollar industry in recent years.

Why buyers are frustrated with PoC channel suppliers

In 2017, Outcome Health was accused of altering performance data, which caused a number of media buyers to withdraw spend from the PoC channel. Allegedly, the organization charged pharmaceutical companies for advertisements on more video screens than it has actually installed in physicians' offices. After their immediate reaction, buyers called for increased transparency from all PoC suppliers.

The leading authority on PoC standards and practices, the PoC3 was formed in 2013 to advocate for best practices around the delivery and measurement of PoC media. However, the PoC3 has yet to produce a set of standards, and buyers have called for action.

Though the PoC3 has asked for more time to create its standards, major buyers became tired of waiting. As reported by Medical Marketing & Media, a group of A-list media companies withdrew their membership from PoC3 and organized a new association with the intent of creating a speedier solution. The new association aims to create a certification system, opposed to the PoC3's auditing solution.

As a result of this move, the PoC3 has promised to increase its efforts to create a meaningful set measurement standards. In the meantime, buyers may hesitate to invest in a channel that may not produce results as promised.

What changes are coming to the PoC arena

Assets such as pamphlets, video screens and tablets are patient-facing advertising solutions, but the PoC channel also holds physician-focused solutions such as integrations with electronic health records. These options can prove useful for brands attempting to make an impression with clinical staff.

While PoC tactics offer a timely opportunity to impact a physician's proper diagnosis or treatment decisions, other media have also proven to be highly influential in the care continuum. For instance, advertisements placed in peer-reviewed journals are another solution that offers pharma companies a chance to get their messages in front of a dedicated physician readership. Furthermore, these options reach physicians who are actively researching the latest medical trends.

To learn more about how to reach a valuable physician readership through peer-reviewed journals, visit ELSMediaKits.com today.