Point-of-care advertising is booming. Global consulting firm ZS estimates that pharma ad spend in point-of-care (POC) will reach $946 million by the end of 2022. Advertisers are increasing their investment in a space that delivers a highly engaged audience eager to learn more about their conditions and treatment options.
But wherever media investment grows, so does the need for accountability. Audits have long been a staple in traditional media but are a newer concept in point-of-care marketing. As more money enters the ecosystem, advertisers are demanding a higher level of accountability. Independent, third-party audits are the answer.
This guide covers:
- What an audit is
- How an audit works
- Steps buyers can take to foster greater transparency in POC media