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Nielsen is providing Outcome Health with quarterly audience updates. The updates look at traffic across 16 specialties, including cardiology, pediatrics, and oncology, and Outcome will relay that information to its agency, manufacturing, and provider partners. As drugmakers' marketing teams and agencies double down on data and analytics, the audience stats could help teams measure the impact and ROI of their campaigns. “Historically, most point-of-care providers would [only] share projection numbers,” McNally said. “The point-of-care space is an always-living and -changing environment. What I like about this is that it will bring a rigor by showing exact numbers and traffic and a collaborative partner such as Nielsen that is trusted by media-buying community.” The first data set from Nielsen gave Outcome Health that 30-minute wait-time statistic. The study also found that 85% of patients noticed the Outcome Health TV in the waiting room, McNally said. In the age of smartphones, McNally had wondered whether patients waiting to see a doctor would look at the TV. However, the 85% statistic tells him that Outcome's screens are competing with personal devices.

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