Trust, But Verify: Ez Waiting Room And Brandperx Take On Measurability And Impact At The Point Of Care.

Tuesday, November 20, 2018 General News
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Brandperx and EZ Waiting Room take measurability and direct reporting seriously, working to heal the Point of Care marketing industry's ailing reputation.

PERTH AMBOY, N.J., Nov. 19, 2018 /PRNewswire-PRWeb/ -- The POC Marketing industry is undergoing upheaval after fraud

allegations renewed real concerns that advertisers never delivered the ROI they promised; EZ Waiting Room and Brandperx have doubled down on directly measuring the brand impressions delivered to potential customers. The digital platform through the ez WaitingRoom app provides an advertising platform that is auditable and directly measures the number of impressions, adding a level of verifiability to the POC advertising space that is impossible to match with advertisements on TVs in the waiting room, wallboards, or other shared solutions.

"If agencies don't feel that the verification and auditing have enough teeth, then skepticism will remain and investment may not grow much beyond current levels." – Benjamin Assor, SVP of Strategy at Healix Global

The ez WatingRoom platform is a tool used by individual patients, on their own devices, in the waiting room to enjoy high-quality entertainment and patient education, improving the experience for doctors and patients. We take this opportunity to connect these patients with healthcare brands in a way that allows us to measure the impression. Instead of providing statistical abstractions about the number of patients who probably (read: hopefully) watched the tv on which the brand's advertisement ran. We believe that brands deserve more than "probably" when they spend their hard-earned money to grow sales.

"Agencies and brands deserve to have confidence that they are receiving the impressions they are paying for, and our advertising solutions can deliver results that are directly measured. We trust that marketing agencies and brands will appreciate being treated as the intelligent and data-driven operations that they are." —Ed Young, CEO at EZ Waiting Room

The partnership between Brandperx and EZ Waiting Room creates a new paradigm in the POC marketing space, emphasizing the direct measurement of individual advertising campaigns. We view the Patientperx bags—with product samples and patient information available for patients to take from the waiting room— as inventory. Measuring the number of samples taken is quite straightforward, requiring only eyeballs, counting, and subtraction. How many bags did patients take? Similarly, Brandperx' new product, Patientperx Mobile allows texting campaigns to create another metric for directly measuring the ways that patients are interacting with brands in the waiting room.

By focusing on the industry's capacity for directly measuring advertising campaigns, EZ Waiting Room and Brandperx are working hard to create the most precious resource between brands and the companies selling advertising plans—Trust. The only way to keep or build that trust is to provide concrete verification that we kept our promises.

""Trust, but verify" helped curb nuclear proliferation in the 1980s, and this approach will be a constructive way forward in an industry reeling from a lack of transparency, lack of trust and a loss of faith," says Young.

ABOUT EZ WAITING ROOM: EZ Waiting Room LLC (EZWR), a NJIT Health IT Connections company, provides a platform for health care providers to deliver premium entertainment and quality healthcare information to their patients. Utilizing mobile technologies to facilitate the delivery of quality information, EZWR seeks to improve the healthcare experience and its outcomes.

ABOUT BRANDPERX: Brandperx LLC is a leading point of care marketing and communications company with a network of over 250,000 care providers and 24,000 pharmacists, the largest and widest-reaching network of its kind.


SOURCE EZ Waiting Room

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