Analysis: Up to 20% of pharma brands are shifting advertising focus to the point-of-care

Ten to 20 percent of pharmaceutical companies are shifting their advertising focus away from digital media and instead directing it toward the point-of-care, according to a recent analysis conducted by ZS Associates.

ZS Associates — a sales and marketing consulting company — surveyed industry experts, point-of-care companies and media buyers to understand the trends in pharmaceutical advertising. 

The survey reveals that drugmakers are shifting advertisement efforts to physician offices or hospitals. This point-of-care marketing strategy is expected to grow by 10 percent each year.

An estimated $500 million to $600 million is spent each year on advertisement spots in magazines, brochures and other materials that are showcased in waiting rooms, according to the survey.

An earlier study, conducted by Kantar Media for the Point of Care Communication Council, found that 31 percent of patients are more willing to fill a prescription after seeing an advertisement in a healthcare setting and 84 percent of patients are more likely to discuss the advertised medication with physicians. 

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