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Creating Point of Care Content
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1.
Please select the type of company you work for and the type of products you create POC content for.
(Required.)
Agency
Brand
Point of Care media company
Direct to Consumer
Over the Counter
Consumer product goods
Other (please specify)
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2.
What type of content do you make most frequently?
(Required.)
Video
Custom digital
Digital banners
Printed materials
Custom print
Other (please specify)
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3.
Who do you typically create the most content for?
(Required.)
Patients
HCP
Other (please specify)
4.
Where does your POC content/messaging typically come from? Check all that apply
Application of existing assets created for another marketing channel
Alteration of existing assets created for another marketing channel
New content created specifically for POC
Other (please specify)
5.
How often do you display content/messaging created for another marketing channel in the POC setting?
Every time
Most of the time
Sometimes
Rarely
Never
6.
Have you experienced improved outcomes (e.g. Rx lift, sales, ROI measurements etc.) by displaying bespoke POC content/messaging vs. content originally designed for another marketing channel?
Yes
No
Do not know
7.
What attributes do you think would make compelling POC content? Check all that apply.
A valid patient/HCP insight
A clear problem/solution
A clear explanation of how the problem/solution resolves/works
Data/statistics/claims as proof
A concise benefit statement or expected outcome
Testimonials
A call to action (e.g., “Talk to your HCP about….”, “Ask your HCP for…”)
Credentials (e.g. #1 doctor-recommended brand, National Eczema Association approved)
Other (please specify)
8.
If targeting multiple HCP specialties or patient types, do you typically use the same content across the board, or do you create custom content for each target?
Create custom
Use the same
9.
Do you typically modify how you describe, position, or message a product for specific use at POC, or do you use the same positioning used in other channels?
Modify product positioning for POC
Use the same positioning as other marketing channels
10.
What tools would help you create custom POC content? Check all that apply.
Standard guidelines with best-in-class examples
An expert partner to create the content
Education/training
Other (please specify)
Current Progress,
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