The Point-of-Care Marketing Model

What makes Point-of-Care Marketing an ideal solution is that patients and consumers that are proactive in the manangement of their healthcare will see a product or brand featured at their physician offices, discuss the product or brand with their physician and make purchasing decisions based on the information they received.

For traditional advertising mediums to be effective, such as television, radio, print, and direct mail, patients and consumers must be proactive. People are continuously exposed to various mediums, but the messages exerted by these mediums will not be effective without action on behalf of the patient.

The messages received at the point of care are passive. Patients visit the doctor and are exposed to messages in a trusted environment. The point of care marketing model suggests that when patients and physicians discuss clients’ brands or products, a profound influence is made on these audiences’ purchasing and lifestyle habits.

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