How physicians deliver care has seen unprecedented changes this year, and it’s brought numerous challenges to light, including the importance of prioritizing physician wellness.
Four Important COVID-19 Lessons for Marketers
Nov 11, 2020 - Amy Ferguson - Doximity Client Success Manager
There is not a word or any combination of words that can adequately sum up the impact COVID-19 has had on each of us and nearly every aspect of our lives. It’s an incredibly unique phenomenon that brought the entire world together and forced us to embrace uncertainty. This crisis has been devastating and ugly, but it has also provided an opportunity to strengthen our resiliency and learn several lessons along the way.
Ever wondered what our copywriting team does all day? We followed Ashley Donayre, our New Jersey-based medical writer, to give you a glimpse into her daily routine. Ashley is a medical content writer with 20 years of experience working in over 25 therapeutic categories. She started in pharmaceutical advertising translating the science behind pharmaceutical data into promotional campaign content for a wide portfolio of therapies across print and digital communications. While at Saatchi & Saatchi Healthcare she was responsible for the copy development for the launch of NEXIUM. She also launched Seasonale, Seasonique, and Plan B as the Director of Women’s Copy at Pace Healthcare and worked on the digital launch materials for the radiopharmaceutical LUTATHERA when it first came to the US. She gained expertise in high-volume development of peer-to-peer content for medical audiences across digital media platforms while working for Epocrates. Ashley joined Doximity in 2016 and is currently responsible for bringing DocNews® and Colleague Connect® messages to life.
Cold brew, no ice, lots of oat milk.
Ashley jumps between multiple therapeutic categories in a single week—from cardiology to sports medicine. Today’s DocNews® message content development is focused around pediatric oncology for a healthcare partner.
This client wants to announce the initiation of a new Phase II study for relapsed/refractory acute myeloid leukemia (AML) in the pediatric setting and has provided a blog post, a Q&A with the principal investigator, and a published pre-clinical study (which provided the impetus for the Phase II study) as assets for development.
Ashley gets herself up-to-speed on the content and starts to develop a story around the assets provided. She conducts a search on clinicaltrials.gov and finds the hospital’s study. The information she finds here will supplement what she already has and will also provide the DocNews® message with a link to the official clinical trial database.
Let the dogs out. Coffee refill. Stare into pantry.
Every DocNews® message is assembled a bit like a puzzle. Typically, Ashley receives several different pieces of content that needs to be arranged into one timely, relevant and engaging story. She reads through or watches each one to learn how they fit together and begins developing the message.
After a few hours, the story has a definitive flow with hyperlinks to featured physicians, the preclinical study, the recruiting study, and relevant departments. Any necessary citations are referenced in AMA style.
What are the dogs barking at?
Next, Ashley develops an “about” section to highlight the client’s research capabilities and adds a call-to-action for clinical trial recruitment with appropriate links and contact information. Dogs come in and get biscuits.
Every DocNews® message begins on the Newsfeed. Ashley knows that this is the most critical area for engagement. She scans the client website and Getty stock images for photographs that speak to the content, but also grab attention, or—when appropriate—evoke emotion. Ashley curates the photography until she has a small range of options for the hospital marketers to consider.
Ashley then develops a small range of headline options—some could be poised as questions, call-to-actions, or teasers.
We’re proud to announce an important milestone in our company’s history. U.S. physicians and healthcare professionals have now completed over 100 million patient calls using Doximity Dialer!
Content Gaps: When and How to Repurpose Your Content
Oct 27, 2020 - Carlie Beringer - Senior Client Success Manager
We hear it all the time: content is king; but it can definitely be time and cost consuming for many organizations. If you’re struggling to create new content for Doximity due to budget or time constraints, we have a few suggestions. In that case, your Client Success Team can guide you on how to repurpose your content to maximize your brand awareness, stay current in the Newsfeed, and ensure you’re creating a year-round content journey.
Even in the most challenging of environments, our healthcare partners continue to push the envelope with their ability to adapt, create, and improve upon their healthcare delivery in ways that truly make a meaningful impact. Read how these hospitals are going above and beyond.
Examining Patient Perspectives and Adoption of Telemedicine Since the COVID-19 Pandemic
Sep 23, 2020 - Hospital Solutions
Telemedicine has been slowly making its way into the healthcare realm for years. With COVID-19 rearing its head, the use of the technology has skyrocketed. But by how much? And is it here to stay?
Celebrating Women in Medicine Month: Why the Future of Healthcare is Female
Sep 22, 2020 - Hospital Solutions
For the first time in history, there are more women than men in medical schools, according to data for the 2019-20 academic year from the Association of American Medical Colleges. Meaning more than ever, the future of healthcare is female! So, as we celebrate Women in Medicine Month, there’s an even greater emphasis on advancing equity and creating change for female physicians as well as their patients.
This article was originally published on Becker's Health IT.
Marketing departments may be seen as one of a hospital's more expendable budget areas, but slashing marketing spend may not be the best strategy for hospitals and health systems to adopt amid the financial woes of the pandemic, according to Harvard Business Review.
Throughout the pandemic, telemedicine has grown tremendously and it continues to be advantageous for patients across the country. We've seen telehealth reduce patient exposure risks, be cost effective, and time efficient. And while patients are returning to hospitals for elective procedures and visits, telemedicine continues to be an attractive option for many.