PatientPoint Gets MRC Accreditation First

In the US, the Media Rating Council (MRC) has awarded accreditation for the first time to a service offering Point of Care (POC) advertising measurement. The award to PatientPoint refers specifically to metrics in its Digital Campaign Report, for its legacy network footprint.

The process included checks over and above the MRC's usual detailed approach. An independent audit of the service by a CPA firm was then reviewed under the oversight of MRC's Out-of-Home and Digital committees, with supplemental auditing designed specifically for the POC market. The latter included 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.

MRC Chief Exec and Executive Director George W. Ivie comments: 'Now, for the first time, Point of Care advertisers can have the confidence MRC accreditation provides that the measurements on which they base their investments are valid, reliable and effective, and are done in accordance with broader industry standards for measurement'. Ivie says the 'visibility that comes with an audit' into the firm's techniques will also help enhance MRC members' understanding of those techniques and their planning and execution of ad spend.

Participation in the audit and accreditation process is open to any interested POC measurement company. The Council, which currently audits around 110 research products, is online at www.mediaratingcouncil.org . Its latest accredited firm is at www.patientpoint.com .