Campaign Level Auditing Best Practices
from The Point of Care Communication Council
Edition 1, May 2018
 

Over the past sixteen months, the Point of Care Communications Council (POC3) has created guidance for media buyers who seek to reach patients at the Point of Care.  These guidelines aim to raise awareness and boost understanding of industry best practices, while also engendering trust among those that transact at the Point of Care. 

To begin, POC3 member companies created network-level recommendations that outline how media providers build and promote their physical assets.  These guidelines govern all aspects of the physical spaces that comprise Point of Care – including physicians’ offices, retail stores, and digital (online) environments.  Network standards seek to clearly define the “footprint” that each media provider can offer.

 In addition, the POC3 has created campaign-level guidance that help to guide buyers’ expectations regarding individual campaigns purchased at Point of Care.  These standards govern the individual sponsorship programs that are bought within a media provider’s network.  While each company interacts with its audience in different ways, all share common, basic attributes in regard to delivery, verification, and reporting.  In the proceeding notes, you will find campaign-level recommendations that can guide media purchases at Point of Care.  The POC3 strongly encourages media buyers to engage in dialogue about these guidelines with your partners.

 These guidelines were approved by the POC3 Board of Directors in May of 2018, and supercede and replace any other POC3 proposed or approved guidelines.  Moreover, these guidelines are not intended to supercede any federal or state requirements that are inconsistent with or more stringent than the audit requirements below.

 

EXAM/WAITING ROOM DIGITAL CAMPAIGN LEVEL:

  • Platform level audit to start, followed by random spot at auditor’s discretion.
  • Monthly company-generated from a reporting system that’s been audited
  • Initial/early audit followed by company-generated monthly reports, and a final audit.
  • Variance of more than 10% should be reported right away, but otherwise churn, adds/losses are expected.
  • Final audit provided to client (which would audit all the monthly generated reports.)

 

2ndOption FOR COMPUTER-DISTRIBUTED ONLY – 3rdParty Ad Tagging Ad Tracking:

  • Double Verify / Double Click (or similar)…
  • Variance of more than 10% should be reported right away, but otherwise churn, adds/losses are expected.

 

UNDERSTANDING DIGITAL CAMPAIGN DEPLOYMENT METHOD – Computer Distributed vs Non-Computer Distributed

  • Digital Campaign Deployment Method refers to the method that the content/advertisements are distributed to a Digital Screen.
  • In alignment with common/standard regulatory guidelines;
    • Computer Distributed digital content deployments include internet and/ or network-based content distribution.
    • Non-Computer Distributed – digital content deployments include preloaded on-device content and/or distribution via an external storage device such as SD Card, Memory Stick, USB Key, etc..

 

Waiting Room Tablet/Mobile/Beacon

  • For mobile – all reporting should come through a 3rdparty tracking interactions
  • Any mobile campaign must have the option for the Client (advertiser) to include their own verification tracking technology within the advertisement (i.e. DoubleVerify, Moat, etc.)
    • Due to HIPAA Privacy Rule compliance, ads that may expose PHI to a 3rdparty verification service may not allow for a client’s tagging to be added. In that event, the media company should be provided a 3rdparty auditor-approved report, or allow the client to create their own login/account into an accepted HIPAA-complaint 3rdparty tracking solution used by the vendor.
    • For Beacons, 3rdParty partner reporting of Beacon geo-location broadcast OR Physical ‘in-person’ audit is required

 

MASS-MAILED CAMPAIGN LEVEL PRINT

Follows longstanding print industry standards, which include an audit verifying printing receipts as well as receipts confirming mail distribution to target list.

 

HAND-DELIVERED / SERVICED / INSTALLED CAMPAIGN LEVEL PRINT

  • When verification is requested by the buyer, campaigns must be certified by third-party audit firms approved by POC3
  • Approved third-party auditors will use proprietary sampling guidelines to conduct testing
  • Verification must be performed through methods approved by the selected third-party audit firm, and executed with data that can be shared with the buyer, pending a non-disclosure agreement
  • Campaigns should be verified following launch, as agreed between the buyer and media provider
  • When part of a negotiated contract, campaigns can be re-certified the campaign after each successive three month-period following launch
  • Audit findings that indicate a campaign variance of more than 10% (vs. original distribution list) must be reported to the buyer immediately
  • Audit findings that indicate a campaign variance of less than 10% are considered to be network churn, where office additions or losses are expected, and can be reported in the final audit report
  • Final audit provided to the buyer and must be created or certified by an approved audit vendor

*Sampling – see mailing


APPENDIX 1

Glossary

  • Location (also Offices or Medical Offices):  a unique physical address.
    • Different suite/floor numbers constitute different addresses
    • Different waiting rooms within the same address constitute a single location
  • Unitsor devices: individual physical devices / units.  Can have multiple devices in offices / exam rooms, etc.  (example: tablet, poster, screen)
  • Screens:  A subset of units.  Any individual electronic monitor. Can have multiple devices in offices / exam rooms, etc.   includes interactive tablets and touchscreens
  • Healthcare Providers:All personnel that provide medical services to patients including MD, DO, NP, PA.  Excludes nurses, med techs, and offices staff
  • Patients:a person receiving or registered to receive medical treatment who has qualified ailments or medical need
  • Patient Visits: validated appointment to meeting between a healthcare provider and a client or patient. In the hospital and the home, the practitioner makes a visit to the patient; in the clinic or office the patient makes a visit to the practitioner.
  • Touchpoints: Places of interaction within the Point of Care where patients can learn about health, wellness and condition specific content.  For example waiting room TV screens to educate while patients are waiting for their physicians, waiting room brochures, pamphlets and magazines that patients can pick up and discuss with his/her physician.  Touchpoints can also include exam room digital or print materials such as tablets, educational wallboards and brochures.
  • Condition Sufferers: A condition sufferer is a patient who is affected by a specific illness or condition. A condition sufferer is seeing a specialty physician for a specific condition or diagnosis like Diabetes, OBGYN, Cardiology, Pediatrics or Dermatology. In addition to general health content, condition sufferers can view, learn and ask their physician about specific diagnosis that they see on the touchpoints in medical offices or hospitals.
  • Computer Distributed vs Non-Computer Distributed

Digital Campaign Deployment Method refers to the method that the content/advertisements are distributed to a Digital Screen.  In alignment with common/standard regulatory guidelines;

  • Computer Distributed digital content deployments include internet and/ or network-based content distribution.
  • Non-Computer Distributeddigital content deployments include preloaded on-device content and/or distribution via an external storage device such as SD Card, Memory Stick, USB Key, etc..