This year, the Advisory Board predicts some long-simmering trends will finally reach a tipping point in 2020 and have a major impact on physicians and hospitals. Are you ready for them?1.
With colder weather swooping in across the country, you might be looking to stay inside and add a couple more things to your reading list. Our team pulled together their top 6 articles to read this winter.
We’re now well into the New Year, and our team at Doximity Hospital Solutions is revved up and ready to rock 2020 — we hope you are too!
As we reflect back on the last year, we’re proud to share some of Doximity’s top achievements with you:
The Power of a Nationally Focused Campaign
Jan 06, 2020 - Kelly McKenna - AVP of Hospital Partnerships
When it comes to whether a hospital should market nationally or regionally, many choose to stick to the local market. Unless you have a nationally known brand, consumers might not recognize you or make the connection when necessary. With physicians, on the other hand, a national campaign can be very effective.
When it comes to targeting at Doximity, hospitals tend to be intimidated by the idea of sending a DocNews® campaign to a national audience. They have the same worry that they would for consumers: that their brand is not well-known in other parts of the country or that the piece will perform better with a more regionally-focused send.
In reality, we find something very different happens. For clients who utilize our proprietary Ally Model, there is a unique opportunity to look beyond the boundaries of geography to identify potential physician brand allies across the country. Our team uses our connectivity data to determine the affinity between a hospital’s physicians and those outside of their network in ways where more obvious data points, like geography, might be misleading. Using data such as which physicians trained, co-authored, or worked with your own physicians, Doximity is able to help tailor your target specifications to an audience size of your choosing with our Ally Model.
Recently, a hospital posted a DocNews® story on CAR T-cell therapy to a multi-state coastal audience. They were pleased with the performance of this piece on a regional level and decided to follow up with a national send using Doximity’s Ally Model. They were very surprised to see that the national send actually outperformed the regional send, boasting a 9% higher view rate.
The Ally model is a great way to save time without sacrificing results. It also allows marketing teams to do national brand awareness campaigns based on the target audience size of their choosing instead of spending time narrowing down the list based on geography. Most importantly, this targeting approach helps get messaging in front of the physicians who are most likely to be interested in the content, and in turn, helps hospitals see great results.
With the holidays fast approaching, it’s easy to get inundated with news and articles. How do you know which are useful and worth your time? Our team gathered together a list of what they think are the most important articles for hospital marketers this holiday season:
Ever wondered what your Client Success Manager does all day? We followed Olivia Huston, our San Francisco based CSM, who works with Keck Medicine of USC, UCLA, and UCSD, among others, to give you a glimpse into her daily routine.
While developing content, determining whether a topic will perform well or not can be difficult. What will be interesting to your audience? What if you spend time and money on a piece and it flops? Our client success team worked with the editorial team to gather and formulate learnings about what subjects are resonating most with physicians on the Doximity Newsfeed right now. Below are six trending topics on Doximity to use for your next campaign so you don’t have to guess what will hit the mark.
How to Use Consumer-Facing Content for Physicians
Nov 19, 2019 - Brinn Delleman - Doximity Marketing Associate
As a hospital marketer, you spend a lot of time developing content for two audiences: physicians and patients. But resources and time don’t always allow for two separate silos. And while the content you develop may be pertinent for both, the way that it’s presented needs to be different. Consumers need colloquial terms to understand what your hospital is known for and the services it provides. Physicians, on the other hand, are mainly looking for content that can help them in a clinical setting: new guidelines, practice updates, and techniques in their specialties that can help them care for their patients. Occasionally, consumer-facing content can keep them up to date on the issues patients are facing and the questions they are asking so that doctors are prepared when they see their patients. However, that content still needs to be tweaked for physicians to be relevant. Below are three ways you can update your consumer content to be physician-facing:1. One of the simplest ways to turn consumer-facing content into physician-facing content is by adding a tag at the top of an article that says "What Your Patients Are Reading". It shows physicians that while the content is not directed specifically at them, it’s still relevant and valuable. The tag could look like the below on your page: