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From PM360: Media GVP Sarah Bast On The Changing Landscape Of Point Of Care

February 21, 2019
Posted by Publicis Health Media

Over the last decade, technology and mass digitization have transformed possibilities for healthcare marketing across the board, with point of care emerging as one of the most intriguing and exciting channels. And while many pharmaceutical companies and their marketers are still playing catch-up when it comes to POC marketing, the next ten years promise to bring significantly more dynamic opportunities for this evolving channel.

In this month’s issue of PM360, Media GVP Sarah Bast makes the case for a better approach to point of care marketing.

To take advantage of emerging trends in healthcare, marketers must embrace a new strategy for targeting in the POC channel—one that uses diverse datasets and algorithmic learning to define target audiences based on a much broader set of criteria…This more nuanced, more purposeful approach to audience targeting presents an opportunity the size of which cannot be understated.

You can read Sarah’s full perspective on POC marketing here.


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