The more we look at getting our messages across in the waiting room the more it looks like a slam dunk. Why? The average patient waiting time is 20 minutes (an eternity). Forced exposure means patients have messages in eyeshot and earshot at all times. Literature is at the ready to take into the physician to start the conversation. And patients are already thinking about their health. I mean, we’ve got it made right? Wrong.
With personal devices pharma advertising is being tuned out in favor of cat videos, gaming, death metal playlists, films, and anything else patients can get lost in. Patients have essentially brought their living room into the waiting room, making our creative approach more critical than ever. Fear not, here are 5 ways to make an impact at the point of care that I recently presented to industry thought leaders at the 2016 POC3 Summit in New York City.
- Leverage emotion to grab attention
Effective creative incites action. And nothing does it better than striking with a tone that hits patients in the heart (warm and fuzzy) or the gut (fear and sadness). Remember, messages come and go, but a feeling can have a lasting effect.
- Empower patients to speak up
If you want patients to talk you have to make it worth it. Create urgency by providing the information they need to get beyond feeling intimidated or overwhelmed. Give them a voice and motivate them with a very specific call to action.
- Utilize multiple channels
“One and done” is a wish, not a creative strategy. Create and coordinate your print, video, and digital assets to advance your story, giving focused, bite-sized bits of information in each channel. This way you elevate reach and frequency in the waiting room.
- Arm patients with a physical reminder
If you want to get patients and HCPs on the same page, and then literally give them one to review together—brochures, slim jims, or tear sheets provide the spark and focal point needed for the right conversation.
- Pilot your program, then evaluate
You don’t have to have a Super Bowl budget to raise your game in POC. Piloting gives you the opportunity to evolve or expand your creative campaign before making a large investment (perhaps you’re finding you may need a poster to accompany your video, etc).