Today, wherever a pharma marketer looks or listens, they’re almost guaranteed to see and hear how crucial an integrated omnichannel marketing strategy is. But what does that really mean? Which channels truly help engage the desired target audience? And where do you start?Phreesia’s latest blog on this topic offers useful thinking on what comprises a well-thought-out omnichannel strategy and, notably, zeros in on why point-of-care (POC) is likely the missing link to it.
The article provides useful data points that first underly the huge amounts spent on more commonplace channels like TV, print and digital advertising – and showcase how such efforts are generally fairly fruitless.
The article explains: “In 2021, the top 10 pharma-brand media buyers spent $1.6 billion on TV ads, while the pharma industry collectively doled out about $1 billion for print advertising. But despite the money being poured into mass media channels, brand awareness among clinically relevant patients is still low.”
Patients are more likely to understand how medications work (30%) when they see the information in the doctor’s office, compared to TV (25%). Additionally, 40% of patients surveyed by Phreesia asked their doctor about a pharma brand after seeing the message at the point of care, compared to 27% who had seen ads on TV. There is clearly a strong correlation between information being provided in a medical setting and the consumption and comprehension.
What we can also deduce from such data is that POC marketing is not merely restricted to top-of-the-funnel marketing activities. Rather, such an approach can be used at each stage of the process, be it awareness, consideration or action. The article goes on to double down on why carefully calibrating your media mix and incrementally spending on point-of-care initiatives can help you develop a high-converting, effective omnichannel strategy.
The three core tenets outlined in the blog include the notion that POC boosts the efficacy of alternate media channels. Second, by design it engages clinically appropriate patients with the best message at the best time. Finally, POC can output usable data and helpful, implementable insights.
Read Phreesia’s original article here and make sure to contact the friendly folks and omnichannel experts from Underscore to find out how we can help you get going – or upgrade – your own integrated omnichannel marketing strategy today: