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Is Your Point-of-Care Advertising Actually Reaching the Point of Care?

If you’re a pharma marketer, you’ve likely seen the rise in attention around point-of-care (POC) marketing. And for good reason: few channels offer the same ability to engage providers and patients right when health decisions are being made. Whether it’s surfacing brand messaging during diagnosis or delivering patient education at the moment of prescribing, true point-of-care marketing can connect the dots between awareness and action—between strategy and real-world outcomes. 

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Is Your Point-of-Care Advertising Actually Reaching the Point of Care?
If you’re a pharma marketer, you’ve likely seen the rise in attention around point-of-care (POC) marketing. And for good reason: few channels offer the same ability to engage providers and patients right when health decisions are being made. Whether it’s surfacing brand messaging during diagnosis or delivering patient education at the moment of prescribing, true point-of-care marketing can connect the dots between awareness and action—between strategy and real-world outcomes. 
Read the Guide
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Case Study

Data Driven Decision-Making Drove 10:1 Return on TV Ad Spend

Challenge

A leading pharmaceutical company set out to refresh its consumer advertising strategy for a well-established treatment for a chronic gastrointestinal condition.

The goal was to raise awareness among patients and attract new ones to the brand. By encouraging people to have informed conversations with their doctors about treatment options, the company hoped to increase the chances of this important medication being prescribed.

However, the brand’s initial campaign cast too wide a net, reaching many individuals with short-term issues like GI upset and diarrhea, rather than targeting the chronic sufferers the medication was meant for. This mismatch significantly reduced the campaign’s overall impact.

 
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The brand's ad ranked in the top 25% of impressions per new prescriptions (NRx) generated.

Solution

OptimizeRx applied their patented Micro-Neighborhood® Targeting to extend reach to their ideal brand profile across multiple preferred channels.

 

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Real World Data

  • Refined the brand's target audience using privacy-compliant, real-world medical claims data.
  • Narrowed down the indication segments from eight to four, to focus the campaign on chronic sufferers and excluded patients with unrelated acute conditions.
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Micro-Neighborhood® Targeting

  • Pinpointed high concentrations of chronic sufferers in privacy-safe zip-9 areas, allowing relevant ads to reach eligible households.
  • Strong Multichannel Video Program Distributors (MVPD) partnerships(e.g., DirectTV, DISH, Comcast, Spectrum) enhanced this hyperlocal approach.
  • Optimized ad frequency through data-driven analytics, maximizing impact while minimizing fatigue.
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Omnichannel Activation

  • Expanded beyond addressable TV to digital display ads, reaching the same qualified audience across channels, creating a surround-sound effect. 
  • Amplified the brand message, increasing exposure and engagement along the patient’s journey.
 

Results

Impact: By honing the campaign audience with our Micro-Neighborhood Targeting, leveraging strong partnerships with MVPDs, and expanding to an omnichannel strategy, the pharma brand achieved strong results.

 

 

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Key Outcomes

 
25% The ad ranked in the top 25% for impressions per new prescriptions (NRx) generated.
10:1 Return on Advertising Spend (ROAS)
Digital Display
3/4 Audience segments ranked in the top one-third for impressions per NRx generated.
6:1 Achieved more than a 6:1 ROAS