Blog: June 22, 2018

Putting Patients at the Center of POC Measurement

By Jeremy Mittler, VP, Industry Solutions, Crossix 

Technology is changing the Point-of-Care (POC) space, and advanced analytics are helping brands measure POC impact more precisely than ever before. Have you updated your measurement approach?

Last month, I sat on a panel at the POC3 Summit, alongside peers from IQVIA and Symphony Health, where we discussed measurement approaches to quantify the impact of POC campaigns. It was great to see the audience’s enthusiasm on this topic, and it inspired me to share a little here about how POC campaigns are evaluated.

Why POC analytics are so important

Clear, up-to-date knowledge of how your POC efforts are performing is, in my opinion, the single most important thing you can do to ensure they succeed. With that information, you can adjust and perfect your balance to make sure your messages have the most rapid and efficient effect possible.

Because it’s an established DTC channel, POC has been measured for many years using different approaches—marketing mix modeling, at the HCP level, and, more recently, at the patient level. Unfortunately, many brands are still measuring POC the way they have for decades, focusing exclusively on physician-level or other aggregated data sets. When you consider that two HCPs with similar script-writing behavior may have very different patient populations, it’s easy to see how an HCP-level approach only delivers part of the story.

Measuring at the patient level, however, is far more relevant and accurate—and, today, we’re seeing more and more brands shifting to this method. There are two factors driving this trend:
  • (1)  Putting patients at the center. Fundamentally, this makes sense as advertising aimed at patients should be measured by analyzing changes in patient behavior. As the industry moves toward a unified approach to commercialization, patient-level measurement allows brands to look at their campaigns holistically and measure impact across all DTC and HCP channels.
  • (2)  More accurate controls. A more rigorous methodology delivers more detailed insights faster and more accurately. Because the POC audience is so close to conversion at the time that they’re reached, simply measuring lift is not enough. A patient-centered approach allows brands to isolate and quantify the impact of POC messaging by controlling at both the HCP and patient level. It’s essential to apply the strict control methodology that is only possible with patient-level measurement.
In today’s consumer-driven world of healthcare, there are more ways than ever to influence patients. And it’s even more important to continually measure and prove that your investment is really working. We believe a patient-centric methodology for POC will become standard in the months and years ahead, and we’re excited to be helping to lead the charge.