tactile marketing: the new killer app in healthcare?

In the digital-centric 21st century world that we now live, communication seems to have distanced itself from actual “talk” and ventured into non-vocal forms such as emails, texts and digital messaging.

That’s why when you walk into most doctors’ offices today; you’re inundated with point-of-care companies getting their message out through digital video displays in the waiting room, iPads in exam rooms, and interactive wallboards throughout the facility.

However, the doctor’s office is one of the last places where two-way voice communication and educational tools are actually welcomed by both parties, as there’s a trust and personal connection between doctors and patients that warrant this “old school” kind of thinking. That can be quite impactful for RX and OTC point-of-care marketing.

The Robert Wood Johnson Foundation recently conducted a survey that found when physicians share information with their patients it opens a dialogue between doctor and patient, which builds trust and leads to more motivated and adherent patients. Additionally, it enables patients to feel empowered and be more willing to discuss topics that may be difficult for them.

This open dialogue between doctor and patient creates an ideal opportunity for a company to get important information about its products out to the general public in a way that has been proven to be more effective than digital means. By empowering doctors to talk one-on-one with a patient about relevant RX and OTC products, treatments and services, you’re ensuring that the information is delivered, rather than hoping they will engage with messages on phones or tablets or notice in office digital signage.

Plus, unlike seeing something on a screen or sign, if a patient wants to know more or has immediate questions, all they need to do is ask, rather than having to navigate whatever website, contact or digital channel is listed by other platforms.

Today more than ever, physicians and their staff are playing a critical role in the education of the patient, and that includes introducing them to some of the latest treatments, technologies and products that make their own health journey a more informed and comfortable one.

For example, at Brandperx, we offer a patient activation bag program, which is hung in the exam room and sets in motion a conversation between a healthcare provider and his or her patient. The bag includes a starter kit from the brand consisting of information, a coupon and often a sample, making it very easy for a doctor to locate and share these resources directly with their patients and have an open talk about what’s inside.

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