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title
Beyond the Media Buy: Opening the Pandora’s Box of Point-of-Care Program Measurement
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This blog post originally appeared on PM360 as part of their esteemed Expert on Call series. As pharma companies began to professionalize their point-of-care (POC) messaging strategies, they moved to multichannel marketing programs. Now the focus is on an omnichannel approach, which includes posters and digital wallboards, connected TV, geo-targeted digital ads, and more. Included in this approach is reaching healthcare professionals (HCPs) where and when it matters most—in the EHR when the prescription is being written. More than 90% of HCPs spend over 5.5 hours a day in the EHR. The ability to connect them to patient savings offers and other clinical and educational information in workflow through their EHR systems helps drive awareness and adherence, with brands seeing incremental script lift and usage as a result. The Effectiveness of Point of Care Messaging Internal ConnectiveRx data confirms the effectiveness of POC mes...
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