New Study Sizing the Consumer-Facing POC Market
POC communications, a historically small piece of the consumer-facing
communications mix for pharmaceutical companies, represents a growing
opportunity for brands to reach patients and caregivers in settings where
they are especially focused on their health and wellness: at the doctor’s
office, pharmacy and hospital.
According to our new study, based on interviews and secondary research,
POC is becoming a much more important element in the marketing mix
for pharmaceutical and biopharmaceutical companies, and is starting to
gain greater traction with other health and wellness companies as well.
ZS estimates that consumer-focused POC marketing investments have
grown eight times faster than overall direct-to-consumer (DTC) spending
since 2010 and is expected to have reached $400 million by the end of 2014.
Changes in the health-care market, the emphasis on patient outcomes
and the increasing importance of preventive care and patient adherence,
technological advances, and consolidation among POC vendors is driving
To succeed in POC, marketers need to consider POC holistically and
design POC-specific strategies that consider the patient experience in
these settings over time and tailor content to the channel; track and
measure its impact; and integrate POC messages with their overall DTC
promotional and patient communication strategies.
Download the white paper to learn more about our study and
recommendations for effective POC communications.
ZS is the world’s largest firm focused exclusively on improving business performance through
sales and marketing solutions, from customer insights and strategy to analytics, operations
and technology. More than 3,000 ZS professionals in 21 offices worldwide draw on deep
industry and domain expertise to deliver impact where it matters for clients across multiple
industries. To learn more, visit www.zsassociates.com or follow us on Twitter (@ZSAssociates)