“Missed opportunities don’t have a footprint in the data.”
At the clinical point of care, that risk is real. Awareness, access and intent either convert or they do not, and it’s shaping how the channel gets valued and funded.
The patient is in the room. The HCP is making a decision. Everything a brand has invested to reach that moment either converts or it doesn’t. But if measurement doesn’t capture what’s actually happening, the channel impact looks much smaller than it is.
ConnectiveRx and agency leaders join MM+M to examine what’s getting lost and how sophisticated teams are rethinking how they evaluate POC performance. Drawing on experience across large-scale pharma programs, the panel explores how brand teams are rebuilding their POC performance framework from the KPI up.
Join us to learn:
- Why point of care can be under‑storied in the data even when it’s driving business outcomes | The KPIs that matter are tied to brand performance, not media metrics.
- What actually drives action at the point of care | The factors that determine whether a decision converts in that moment.
- How to evaluate POC more realistically | What to look for when the data doesn’t reflect what’s happening in the field.
Speakers:
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Jen Powlison, Director, POC/OOH investment, Omnicom Media Group
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Joanne Biscardi, SVP, Business Development & Sales Operations, ConnectiveRx
Offered Free by: ConnectiveRx
See All Resources from: ConnectiveRx
