n October 4th, over 150 industry members joined together at the PoC3 Summit
– a unique annual gathering focused on
how the changing climate of healthcare
is precipitating a fundamental shift in
health-related communications. Hosted by the Point of
Care Communication Council, the event was attended
by pharmaceutical marketers, agency executives, media
and tech companies, and research firms.
This year’s agenda tackled the increasingly complex and crucial patient/healthcare provider dialogue.
Speakers from varying points of view shared insights
and challenges on how to best impact and participate
in that dialogue. No event on point-of-care communication is complete without the patient point of view,
and this year’s contribution by Regina Holliday was
received with a standing ovation. Her heartfelt and
passionate story of her role as a caregiver anchored the
day’s content and ensured that attendees kept the real
goal in mind – impacting communication to achieve
better patient health outcomes.
Contributing experts to the October 4th agenda
also provided the marketer’s viewpoint from Christine
Sakdalan, VP of Novo Nordisk, and Justin Rubin, SVP
of JUICE Pharma Worldwide, who each offered challenges to both the framework for how point-of-care
communication is approached, and the creative aspects
with which the message is delivered.
Ensuring representation of the physician voice and
attitudes were Dr. James Hamblin and Dr. Jonathan
Howard, two medical professionals with vastly different experiences and career paths. This diversity allowed
for attendees to build a more multi-dimensional understanding of the physician component of point-of-care
messaging. Med Ad News Director of Content Andrew
Humphreys moderated a dynamic panel with Drs.
Hamblin and Howard.
In addition to representing the viewpoints of the key
stakeholders involved at the point of care, the POC3
Summit featured a robust segment on metrics, research
and measurement. Michele Deutschman of Kantar Media walked attendees through the latest research from
the MARS Consumer Health Database, highlighting the
consumer-reported impact of various communication
pieces seen and heard at doctors’ offices, pharmacies
and hospitals. Also within the research segment were
presentations by research firms Crossix, IMS Health,
and Symphony, each sharing their latest findings and
current perspectives on the landscape. Joining these
experts were research leads from a sample of the Point
of Care Communication Council member companies,
including Scott Nesbitt of Patient Point, Natalie Hill
of AccentHealth, and Adam Prowker of ContextMedia:Health.
The summit closed with, in addition to cocktails,
a look at the future applications of point-of-care
communication. Leading EHR expert and founder
of Think Patients, Joe Meadows, helped pharma
marketers and their agency partners better understand
where they can reasonably expect to fit in to this
communication stream now, and what is possible
down the road. Attendees were treated to a first-hand
demo of recently unveiled software from a partnership
with Robert Wood Johnson and Kognito, which
harnesses the power of conversations between virtual
patients and doctors to educate, coach, engage, change
behavior and ultimately improve health outcomes.
As an outreach of the Point of Care Communication
Council’s mission, the POC3 Summit represented a
powerful opportunity for industry leaders. This year’s
event provided a day to better understand, evaluate,
and plan for impactful point-of-care communications.
The event will be held again next fall. More information
is available at www.poc3.org.
PoC3 Summit 2016
Regina Holliday sharing the story of her late husband’s battle
with kidney cancer.
Christine Sakdalan of Novo Nordisk takes attendees through the
human side of patient (consumer) engagement.
Ron Goldman, Kognito’s Founder, explains how this pilot
program impacts one essential component of communication
at the POC – the actual conversation that takes place among
providers, patients and caregivers.
A fast-paced and smart dialogue between leading point-of-care
researchers gave attendees much to consider and furthered the
understanding of measurement for the channel.
Dr. James Hamblin (center) responds to a question from
Med Ad News Director of Content Andrew Humphreys (right)
on defending the value of the“empowered patient” to the
physicians who are frustrated by the changing landscape (Dr.
Jonathan Howard is seated on the left).
Justin Rubin, SVP of JUICE Pharma Worldwide, explains how a
captive audience does not guarantee you will have a captivated
audience and the importance of understanding what is inside
a patient’s head and feelings, as well as the technological and
environmental distractions inside POC.