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Buyers of point-of-care media now have their own consortium, MM&M has learned. Several media-buying agencies have formed an association, bringing leadership and expertise together on the agency side to expedite creation of verification standards in the POC media channel. Multiple media agencies have signed on. “A buyers association has been formed in response to the events of the past  months,” a source told MM&M. “The group includes representatives from IPG, WPP, Omnicom, and MDC Media.” A formal statement is planned for later this summer. Their goal, according to members interviewed for this article, is to enact standards around performance, such as auditing and assessment, that satisfy requirements of their healthcare clients and foster understanding of their perspective among media owners. The move, which could help reestablish trust in the POC landscape, comes nearly a year after The Wall Street Journal broke a story claiming some employees of the POC media firm Outcome Health had charged pharmaceutical companies for ads on more video screens than Outcome Health had installed, and that some employees had allegedly padded data about campaign performance. At the time, Outcome Health told MM&M the alleged incidents occurred between 2014 and 2016, and it denied having a practice of misreporting information to customers. However, amid questions about Outcome's performance, a number of major advertisers and media agencies pulled tens of millions of dollars of healthcare ad spend. Those that halted media plans due to reservations about the firm's performance included Healix, which is Interpublic Group's life science and healthcare media agency, and Omnicom Group.
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