Symphony Health’s Jeff Kirsch, Principal in the Media Effectiveness consulting practice, presented at the POC3 Summit on October 3 in New York City. The Point of Care communication council is an industry trade group that supports companies involved in the evolving field of advertising targeted to consumers in physician offices and other healthcare transaction locations. http://poc3.org/
In his session, Mr. Kirsch represented trends that Symphony Health Solutions is seeing in the point of care space. With a combination of insights into the market at large in conjunction with specific insights Symphony has gleaned from the multitude of studies they have conducted in the space, Mr. Kirsch shared perspectives on the unique attributes of the point of care market. A key takeaway was that POC is the one promotional channel that is the true intersection of DTC and healthcare provider marketing.
Mr. Kirsch also guested on an industry panel with representatives from other research firms, as well as representatives from some of the leading point of care firms to discuss trends in the industry. The panel provided the audience with deep insights into the market, including detailed discussions around the various approaches and methodologies to promotional effectiveness research in the point of care arena. While there are differing opinions on preferred methodological approaches, Symphony Health has the capability to support both consumer-centric and HCP-centric approaches.