• by Joe Mandese  @mp_joemandese, February 1, 2024

The Media Rating Council (MRC) has granted its first accreditation to a point-of-care advertising measurement for digital, place-based media network PatientPoint.

"MRC accreditation is specific to those metrics produced in its 'Digital Campaign Report' for the PatientPoint legacy network footprint," the MRC said in a statement, referring to the network's screens in waiting rooms and examination and treatment rooms of doctor's offices, clinics and healthcare facilities.

The MRC said the accreditation was granted following its out-of-home and digital committees' review of a "rigorous audit" by an independent CPA firm, which also included some new, "supplemental" auditing unique to the point-of-care medium.

"MRC’s audit of PatientPoint also included supplemental auditing designed specifically for the POC market, such as taking steps to confirm the availability and functioning of the video devices on which the measured advertising appears in PatientPoint’s affiliated health care provider locations," the council noted.

In a separate statement, PatientPoint said it plans to "embark on additional efforts to expand its MRC accreditation status in 2024," but did not disclose what those might be.

PatientPoint's accredited measurement service provides sponsors with ad and reach metrics for campaigns in waiting rooms, examination rooms, as well as the back-office of doctor's offices and healthcare facilities.

In additional to measuring campaign reach and frequency, it reports metrics on ad-play activity during total physician office "open days," network uptime data and healthcare provider and location reach over the contract period.