![\"\"](\"https:\/\/www.rxedge.com\/blog\/wp-content\/uploads\/2019\/11\/arrows-02.png\")
<\/a>when they are in the health mindset, or what we call the Mindset Moment\u00ae, which is all about reaching consumers when they are thinking about their health and considering solutions. It boils down to being open to doing good things for one\u2019s health (great opportunities for Rx products but also great for OTC and beauty as well!). For marketers, maximizing your messaging in POC venues is a targeted approach that drives solid returns. We owe it to ourselves and to patients to lay out guidelines and rigor to ensure that the best is being provided in our industry. We must all \u201ctrust but verify\u201d POC platforms. It will help ensure that all providers are playing on a level playing field.<\/p>\nThis dovetails nicely into the second \u201chigh\u201d of the event \u2013 the way that POC3 is addressing measurement and auditing in such a comprehensive way. For Rx EDGE, this area has always been a top priority. When the company first started doing business almost 20 years ago, we recognized the importance of using verifiable, quantitative metrics to gauge the success of each marketing program. So, we employed third-party partners to measure program results using a matched-panel protocol \u2013 the gold For me, the \u201clow\u201d was in the never-ending realization that a lot of the challenges we face in our industry are political. When something is political, time needs to be spent understanding the issue. It is important to understand the legislation being considered. Jon Bigelow, Executive Director of the Coalition for Healthcare Communications said very clearly, \u201cIf you are not at the table, then you are on the menu\u201d, which means, we must all be aware. Alarming comments were made about the End In closing \u2013 let\u2019s continue to place value in POC and our unique offerings. Please take the high road and ensure that platforms are reaching the right patients and professionals while remaining open to the necessity of auditing and validation. The end goal is to continue to provide valuable educational information to patients and professionals. Lastly, let\u2019s all continue to support POC3, and be sure to remain educated concerning the issues that our industry faces today, tomorrow, and further down the road.<\/p>\n","protected":false},"excerpt":{"rendered":" In my house, at the end of the day, we talk about our highs and lows. Recently I have been thinking about the POC3 Industry Summit I attended, and how well-executed events like these help us all come out of our professional silos and take a holistic look at the industry\u2019s state of affairs. So, […]<\/p>\n","protected":false},"author":16,"featured_media":2192,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/posts\/1921"}],"collection":[{"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/users\/16"}],"replies":[{"embeddable":true,"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/comments?post=1921"}],"version-history":[{"count":8,"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/posts\/1921\/revisions"}],"predecessor-version":[{"id":1942,"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/posts\/1921\/revisions\/1942"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/media\/2192"}],"wp:attachment":[{"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/media?parent=1921"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/categories?post=1921"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/tags?post=1921"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}<\/a><\/p>\n<\/a>standard in marketing measurement. The Rx EDGE operational process is really second to none, and tightly buttoned-down. We work with a top-tier field force, and focus on training, quality assurance, and reporting to assure that our in-store programs are flawlessly executed and verified. And now with our Unlimited platform, which includes addressable digital media, we are extending these best practices into the digital realm. So naturally, we are pleased to be part of POC3 and its membership of like-minded professionals who share our desire to reach patients with integrity and full transparency. This is all a HIGH!<\/p>\n<\/a><\/p>\n<\/a>Taxpayer Subsidies for Drug Ads Act, an act cosponsored by Senators Elizabeth Warren, Jeanne Shaheen, Bernie Sanders, and 13 other Democrat Senators. This act aims to end the tax-deductibility of pharma marketing expenses. It would impact the industry\u2019s current ability to provide valuable medical information to patients and doctors and has the potential to alter the world of POC \u2013 a low point indeed. The message was clear \u2013 pay attention.<\/p>\n