POC Mobile is a unique mobile app for iOS and Android devices, which works in conjunction with the cobas IT 1000 application. It is designed to help Point of Care Coordinators (POCCs) complete key tasks while on the go. Due to the nature of the testing that they support, a POCC does a lot of their work while "out and about" around hospital locations. Some of their time is spent at their desk, some walking around and for many tasks they need to find a PC in order to access a desktop. This dictates how POC Coordinators work, and limits productivity.
Launching in August 2016, Roche Diagnostics was looking to support the launch with new creative messaging and visuals to highlight the benefits of POC Mobile, plus multi-channel assets to execute the campaign (landing page, banner ads, customer e-mails, and promotional brochures).
"Points of Care: Handled" speaks to the mobility and performance of the application. POCCs are no longer tied to their desks because they can accomplish tasks in the palms of their hands directly at the point of care. The key visual works in conjunction with the header by showing a hospital map and pinpoint icons, taken from the mobile app, highlighting areas of the hospital that are in need of point-of-care management. The tagline, "POC Mobile: It's About Time," speaks both to the convenience of saving time and emphasizing that this unique product has finally arrived for the POCC community.