There’s an old saying that “the only constant is change.” While it was coined by ancient Greek philosophers, the phrase holds true for nearly every industry today and certainly for healthcare.
With all the changes in healthcare—driven by factors like value-based care, technology and consumerism—opportunities abound for your brand to reach providers and patients in the point-of-care moments that matter.
Here are three changes that are helping generate greater opportunities for brands right now in physician offices and beyond, and how you can seize the opportunity that comes with each:
1. Patients are having shorter, more engaged wait times.
According to survey data from both Vitals and ZS Associates, patient wait times are on the decline—from 20 minutes to 15-18 minutes.
During this time, we know that patients are engaging with curated education and brand information. In a recent survey of more than 2,000 patients visiting healthcare providers with PatientPoint engagement programs, more than half (56%) reported watching a patient education screen during at least part of their wait time.
Your brand message—alongside highly relevant education and messages from the practice—equips patients with information they need to have more fruitful discussions with their doctor once they get into the exam room.
2. Specialty drugs are driving specialty point-of-care networks.
The shift from blockbuster drug development to more specialty drugs has increased demand for point-of-care networks that reach smaller, more niche groups of patients with specific needs.
In a recent survey, healthcare marketers told ZS Associates that the biggest opportunities for point-of-care networks were in neurology and oncology—two specialties that are seeing major drug development activity.
We recently answered the call for additional specialty programming by launching our new PatientPoint neurology network, projected to reach more than 1,000 neurologists nationwide. We conducted extensive research in developing this new network to meet the unique needs of neurology patients and caregivers. We are confident that the resulting blend of empowering health education and lifestyle tips—bolstered by collaborations with some of the nation’s largest organizations supporting neurology patients, caregivers and specialists—will drive meaningful doctor-patient engagement in this important specialty.
3. The “point of care” is everywhere.
In 2019 healthcare has no address, and point-of-care solutions are being developed to reach patients where they are.
The last several years have seen point of care expand from physician’s offices and hospitals to pharmacies, retail stores and out into the community, driven largely by mobile technology that enables providers to deliver personalized information to patients when and how they need it.
In this fast-moving, technology-driven world, patients want quick, trustworthy and actionable information about their conditions and treatments no matter where they are. New advances in point-of-care engagement technologies give your brands unprecedented opportunity to reach patients, caregivers and HCPs in powerful ways at each touchpoint that other channels simply cannot.