Point of Care Communication Council Releases Draft of New Verification and Validation Guidance

Open Comment Period to Enable Full Stakeholder Input

NEW YORK – (June 03, 2019) –The Point of Care Communication Council (PoC3), a nonprofit organization focused on advocating for the effective use of the point of care (POC) channel to advance health and healthcare outcomes, today announced the release of its Draft Version 2 Verification and Validation Guidance for open comment. PoC3 encourages and invites the media buying community, both pharmaceutical marketers and agency partners, to review and provide feedback.

This new Draft guidance was created by the PoC3 Verification & Validation Committee, comprised of leaders within multiple POC media companies and auditing companies. Placebridge is the newest company providing auditing services to join the member ranks of PoC3 and participate in the Verification & Validation Committee, along with The Alliance for Audited Media (AAM) and BPA Worldwide who joined PoC3 in late 2018.

This Draft guidance was also influenced greatly through collaboration with the PoC3 Industry Advisory Council, which includes elite senior leaders across pharmaceutical companies, advertising agencies, and other key stakeholder companies.

“PoC3 is focusing heavily on advocating for guidelines in the POC advertising space, now and into the future,” said PoC3 Co-Chair Mike Collette. “This is an industry priority and an opportunity to advance the point of care marketing channel as it continues to grow at an accelerated pace.”

TheDraft guidance will be accessible on the PoC3 website and open for comment until Monday, June 24. Subsequent to June 24, PoC3 will publish a summary of comments received along with a formal response. The final PoC3 Version 2 Verification & Validation Guidance will be published later this summer.

“Within this new version of the Verification & Validation guidance, we are creating a clear path for POC media companies to become ‘PoC3 Certified’. This will enable the buying community to see consistency in guidelines followed across POC companies. PoC3 is excited to bring this important process forward for the industry,” said PoC3 Co-Chair Eric Jensen.

About the Point of Care Communication Council (PoC3)

The Point of Care Communication Council (PoC3) exists to advocate for the effective use of the point of care channel to advance health and healthcare outcomes. Members of the nonprofit point of care industry association work closely with brand, agency and provider stakeholders to advocate for the channel and promote its positive impact to ensure its continued growth as a vital and innovative segment of healthcare marketing. Learn more at PoC3.org.

About Placebridge

Founded in 2017, PlaceBridge is a data-driven business intelligence platform providing services to the out of home media industry, with a unique focus on healthcare environments.  Through a suite of proprietary products, PlaceBridge provides compliance and verification, location insights and marketplace development. Learn more at placebridge.com.

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On October 10, 2018 the ANA notified its members that the U.S. Federal Bureau of Investigation (FBI) asked the ANA to inform its members about the investigation and to ask its members to consider cooperating with the FBI investigation if they believed they might have been defrauded by their agencies. Following this annoucement, the ANA published the whitepaper, "Media Buying 2018 — Transparency at a Crossroads." ANA/Reed Smith, 2018.


Editorial - POC community makes good on promises of transparency and accountability

...execs in and around the POC realm are united in their curiosity as to why industrywide auditing and verification standards haven't been formally codified, whether by the Point of Care Communication Council (PoC3) or another organization. 

“Prior to Q4 last year, I don't think [PoC3] was very focused on compliance measures or auditing,” says Paul Theisen, founder of PlaceBridge, a third-party provider of auditing and verification services for the POC space. 

Editorial – Long Live Point of Care!

...the demand for in-office media solutions targeting both patients and physicians far exceeds the supply. Groups such as PoC3 have been established to help police ethical best practices and standards, and companies such as PlaceBridge have been launched to provide independent third-party auditing and verification for the media in-market, which will help bring back client confidence. However, while other well-established companies pride themselves in a reputable alternative solution, there remains a gap in the total inventory available to be able to reach the patient at the point of care.


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