{"id":2306,"date":"2017-08-29T00:00:00","date_gmt":"2017-08-29T00:00:00","guid":{"rendered":"http:\/\/www.pharma-mkting.comindex.php\/2017\/08\/29\/pinup082917\/"},"modified":"2019-02-06T02:14:48","modified_gmt":"2019-02-06T02:14:48","slug":"pinup082917","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/news\/pinup082917\/","title":{"rendered":"PinUp: Is point-of-care marketing of pharmaceutical products making a comeback or is it just hype?"},"content":{"rendered":"<p><b>Pharma Industry News Update<\/b>: 29 August 2017<\/p>\n<hr\/>\n<p>        What&#8217;s Holding Back Point-of-Care Marketing?<\/p>\n<p>                        <img decoding=\"async\" vspace=\"0\" border=\"0\" hspace=\"0\" style=\"display: block; height: auto !important;\" width=\"500\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2017\/08\/c2aff1e313f4fabf93d4dfbe28ca5d04db5a63f3.jpeg\"\/><br \/>             <b>Is It Overrated?<\/b><\/p>\n<p>[From www.mmm-online.com] Point-of-Care (POC) marketing is plenty big already. Mark Boidman, managing director at Peter J. Solomon, which acted as a strategic advisor on the PatientPoint deal, says of the $8 billion or so spent on out-of-home advertising each year, about $500 million to $600 million is spent on POC messaging. Its growth, not surprisingly, has been propelled by the shift toward all things digital.<\/p>\n<p>But obstacles to growth still remain, ones that have prevented the category from realizing the soaring increases pundits have long predicted.<\/p>\n<p>It hasn&#8217;t helped that POC companies tout sky-high ROI figures.<\/p>\n<p><a href=\"http:\/\/sco.lt\/7qnvsn\">More&#8230;<\/a><\/p>\n<p><b>Further Reading:<\/b><\/p>\n<ul>\n<li><a href=\"http:\/\/sco.lt\/6taAfh\">Point-of-Care Messaging: The Next Big Opportunity in #Pharma Marketing?<\/a><\/li>\n<\/ul>\n<hr\/>\n<p>        Specialty Brand Sales Excel Today, But What About Tomorrow?<\/p>\n<p>                        <img decoding=\"async\" vspace=\"0\" border=\"0\" hspace=\"0\" style=\"display: block; height: auto !important;\" width=\"500\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2017\/08\/7fcf79a9bd3405274fb63434e82e6ce06a27de7e.jpeg\"\/><br \/>             <b>High Prices May Be the Spoiler<\/b><\/p>\n<p>[From pharmamkting.blogspot.com] @QuintilesIMS teamed up with #PharmaForce to provide a framework for product launch assessment.<\/p>\n<p>Currently, we certainly see many specialty drugs coming into play. The question becomes, according to the report: &#8220;As we start to see some of the trends drop down in 2015 and 2016, will the specialty drugs be able to maintain the influence they&#8217;ve had going forward?&#8221;<\/p>\n<p><a href=\"http:\/\/bit.ly\/specialty2tdayvtom\">More&#8230;<\/a><\/p>\n<p><b>Further Reading:<\/b><\/p>\n<ul>\n<li><a href=\"http:\/\/sco.lt\/8Eca6D\" rel=\"nofollow\">Prescription Spending &#8211; Especially for Specialty Drugs &#8211; Soars<\/a><\/li>\n<li><a href=\"http:\/\/sco.lt\/54S33x\" rel=\"nofollow\">Drug Spending Surged 13% in 2014: Specialty Drugs Accounted for 32% of the Overall Spend<\/a><\/li>\n<\/ul>\n<hr\/>\n<p>        <img loading=\"lazy\" decoding=\"async\" height=\"1\" vspace=\"0\" border=\"0\" hspace=\"0\" width=\"5\" class=\"SpacerImage\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/02\/S.gif\"\/>                              <img decoding=\"async\" vspace=\"0\" border=\"0\" hspace=\"0\" style=\"display: block; height: auto !important;\" width=\"220\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2017\/08\/b0ef0af918187f7c6dd9651c3f04c75f11ca4109.jpeg\"\/>                          Insights Into Which TV Shows Attract Pharma Ads &amp; Why<\/p>\n<p><b>Oldies Attract &#8220;Oldies&#8221;<\/b><\/p>\n<p>[From www.statnews.com] If you feel inundated with pharma ads, it might have something to do with your taste in TV shows.<\/p>\n<p>Drug advertisers usually don&#8217;t target down to the level of specific TV shows when they&#8217;re buying ad spots&#8230; Typically, though, drug advertisers target demographic groups, such as women aged 65 and older, and buy spots during shows or times of day when those viewers are most likely to be watching.<\/p>\n<p>Among the 100 most-watched shows on TV, the whodunnit true-crime show &#8220;48 Hours&#8221; had the largest share of drug advertising; 19 percent of its ads came from pharma. It was closely followed by police procedurals like &#8220;NCIS: New Orleans,&#8221; &#8220;Blue Bloods,&#8221; a &#8220;Criminal Minds&#8221; spinoff, and &#8220;Hawaii Five-O,&#8221; all of which had pharma to thank for about 14 percent of their ads.<\/p>\n<p>Why are these shows getting blanketed with pharma ads? One key reason: crime dramas like NCIS are wildly popular with the aging viewers drug companies are trying to reach, points out <strong>John Mack<\/strong>, who publishes the digital newsletter\u00a0<a href=\"http:\/\/www.news.pharma-mkting.com\/pmnews-hp.html\" rel=\"nofollow\"><em>Pharma Marketing News<\/em><\/a>.<\/p>\n<p><a href=\"http:\/\/sco.lt\/6MG5BZ\">More&#8230;<\/a>    <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Welcome to the August 29, 2017, issue of Pharma Industry News Update (aka PinUp). Is point-of-care (POC) marketing of pharmaceutical products making a comeback or is it just hype from companies desperate to gain a share of the doctor&#8217;s office? My doc&#8217;s office is beginning to look like a Nascar event with all the sponsored logos and posters!<\/p>\n","protected":false},"author":2,"featured_media":2943,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[15],"tags":[],"topic":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>PinUp: Is point-of-care marketing of pharmaceutical products making a comeback or is it just hype? - Pharma Marketing Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/news\/pinup082917\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"PinUp: Is point-of-care marketing of pharmaceutical products making a comeback or is it just hype? - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"Welcome to the August 29, 2017, issue of Pharma Industry News Update (aka PinUp). 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