Want to Engage HCPs with Point-of-Care Advertising?
How HCPs Use Technology at Work
Mobile Apps & Electronic Health Record (EHRs) Are the Norm
Telehealth & Other Emerging Tech Are on the Rise
Number of Telehealth Patient Encounters — United States, January 1–March 30, 2019 and January 1–March 28, 2020
Social Media is Becoming Common Among HCPs
Implementing Point-of-Care Advertising
Step #1: Compile a Target List
Any point-of-care strategy starts by compiling a target list. For this example, the advertiser would put together a list that included cardiologists or cardiology-related HCPs. This could include more senior HCPs who may be the decision-makers, NPPAs, affiliated care teams, hospital executives in purchasing, department heads at the hospitals; it just depends on the campaign’s objectives.
Not only should the target list include HCPs, but it should also include target locations. This could include hospitals that specialize in cardiology, private practices that focus on heart health, or other related specialists like electrophysiology and echocardiography.
Access NPI-level Data of 8MM+ HCPs
Step #2: Set a Targeting Radius
With a target list in hand, it’s time to set a targeting radius, which determines where (and when) your target audience will see your ads.
Let’s set a 25-mile radius here, which means HCPs in your target audience will only see your point-of-care ads when they’re in and around the target locations. Why a 25-mile radius? Because it ensures that the target audience sees the ads while they’re at the hospital, but also when they’re outside—maybe on a break—or at a restaurant nearby with colleagues after their shift. Essentially, it focuses the spend on times when these HCPs are in a professional mindset and before they disconnect and transition back into their personal life.