Point-of-care advertising is booming. Global consulting firm ZS estimates that pharma ad spend in point-of-care (POC) will reach $847 million by the end of 2020. 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. Some advertisers are questioning the accuracy of data delivered by point-of-care media providers. 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