Technology can be exasperating for everyone. Learn what makes physicians especially frustrated and how to fix the issues.
We hosted our event of the year last week at our headquarters in San Francisco. It was Doximity’s 5th Annual Hospital Advisory Board, a forum created to bring the top hospital marketing leaders together. There was a diverse array of institutions from across the country who were in attendance, including Ochsner, Mount Sinai, and City of Hope, to name a few. We shared a sneak peek of what we’re working on at Doximity and offered insight into the latest in physician marketing strategies.
How can you get through to physicians? Make sure you check all the boxes.
Is Your Content Marketing Investment Paying Off?
Jun 12, 2019 - Liz Kilby - Doximity Director of Client Success
Here, marketing expert and Doximity’s Director of Client Success, Liz Kilby, shares tried-and-true strategies for evaluating your strategy’s success.
Does content marketing work?
As a marketing professional, you’ve probably been on the receiving end of that question. Digital technology allows consumers to exercise more control over the purchasing process than ever before. In turn, content marketing has evolved as a way to reach and engage discerning customers by serving them relevant information related to their specific topic of inquiry. This model also works when marketing to physicians.
In theory, this arrangement is fairly straightforward. However, measuring the returns of your investment is a much more complicated process. Here are four straightforward ways to tell if your bet on physician-focused content marketing is paying off.
1. You’re Reaching Qualified Audiences
At the core of any strong content marketing strategy is the aim to reach a specific audience. Physicians are a notoriously difficult audience to attract. They’re looking for timely, hyper-relevant and informative content that meets them where they are.
When you’re paying to promote content on any number of channels, there are a handful of ways to gauge whether the group you’re trying to reach is connecting with your ads. For example, increasing views and click rates on your Doximity posts are a strong indicator that your content is headed in the right direction.
2. You’ve Noticed Increased Brand Awareness
Brand awareness is a key component of effective consumer marketing, as well as an essential aspect of physician marketing. One key indicator of success for physician-focused awareness campaign is a lift in national award rankings.
Using influencers to directly engage target audiences, and evaluating success against the referral source of your traffic, is another way to determine whether brand awareness is increasing.
3. You’re Building a Physician Referral Network
Physicians referrals are perhaps the most sought-after result of content marketing. But how can you tell if a physician referral is linked to your content marketing efforts?
If you have a select group (e.g., an alumni network) at the center of an awareness campaign, target them with content that is specifically geared to their interests in order to influence their opinion about your hospital. You can then evaluate claims data using specific NPI numbers from those who interacted with the campaign to draw conclusions about whether there has been a general lift in referrals.
At Doximity, we also measure the success of patient acquisition campaigns by the corresponding increase in physician referrals.
4. Engagement Is on the Rise
Strategic content can make you more discoverable, but it can also endear you in new ways to existing audiences to build affinity and loyalty. This is best measured through engagement.
The easiest way to tell if content is building a meaningful relationship with your physician audience is to look at who wants to remain involved with your brand. At Doximity, we specifically measure engagement in the following ways:
- Increased content views and clicks
- Video views
- Social media interactions
- Podcast subscribers
- Any other rise that indicates an intentional desire to connect in the long term
Connecting the dots from informative content directly to ROI is still tricky for many marketers. However, if you’re you experience growth in some of the areas above, it’s likely that your content marketing is beginning to pay off.
Looking to increase your physician marketing ROI? We can help.
Ever wonder what you can do to get your content heard? Here are some things that can help. If you'd like to download the infographic, click here.
Quick — let’s see your content marketing strategy.
If you have to search more than three folders to find it (or you don’t have one at all), you need to postpone your next blog post and work on it. Having a documented, well-thought-out content marketing strategy is the difference between content that converts and content that doesn’t.
In its report B2B Content Marketing 2019: Benchmarks, Budgets, and Trends, the Content Marketing Institute reveals that 65% of the most successful content campaigns have a written content marketing strategy, compared with just 14% of the least successful campaigns.
Researchers found that those who have a documented content marketing strategy:
- Are much more likely to rate themselves as being effective at content marketing
- Feel less challenged when it comes to creating content
- Spend a higher percentage of their marketing budget on content marketing (and feel justified doing it)
So, what should you include in your content marketing strategy? Consider the following three elements non-negotiable:
1. Mission Statement
The mission for your content is different than your hospital’s mission statement, and even the mission statement in your general marketing plan. This mission statement should focus on what you want your content to do, and answer the question, “Why are we creating content?”
Your content mission statement should contain three parts:
- Your core audience
- What you’re going to deliver them
- The desired outcome for the audience
Notice that this list doesn’t include anything about what your content will do for you. It’s all about what it can do for your audience. Here’s an example:
Healthy Hospital aims to provide physicians with the information, advice and insights needed to advance their clinical research efforts.
Craft your content mission first. It will act as the guiding light for everything else you do.
Now that you have a why, it’s time to start thinking about the what(s). What do you want your audience to get out of your content? What do you want them to do after they absorb it? What will be your measure of success?
Content marketing is a long game. You can’t push out a few blog posts and expect physicians to come knocking on your door. But it’s a myth that content marketing can’t be measured. It absolutely can — and should — be. But first, you need goals.
Your content goals should be realistic and concrete. Perhaps you’re more focused on recruitment. Or maybe you want to strengthen relationships with your hospital’s employed physicians. Whatever it is, write it down.
3. Physician Journey Map
No matter your goals, you should create a visual journey map that outlines the path you want your audience to take before performing whatever action you consider a conversion (e.g., becoming a referring provider).
How do they first hear of you? What is their first interaction with your brand? What kind of comparison research do they do? A journey map answers these questions and more.
And don’t presume to guess your physicians’ journeys. Ask them. It sounds like a lot of work, and it can be. But the physician journey is extremely useful in helping you identify pain points and creating content that will resonate with your audience.
Having a solid handle on your physician journey is more useful than having personas. After spending copious amounts of time crafting personas (or recruiting a third party to create them for you), it’s easy to fall into the trap of assuming all physicians fall into these types, which can lead to ignoring those who don’t. The physician journey, on the other hand, is more inclusive and empowers you to speak to the needs of individuals based on their actions rather than stereotypes.
With a great content strategy, your physician marketing goals are in reach. How can we help?
Some marketers have it easy when it comes to punctuating their content with the right visuals. Lots of industries (think: retail and travel) lend themselves to dynamic photography and engaging illustrations.
Pay for Female Doctors Increases in 2018, Narrowing The Gender Wage Gap in Medicine For The First Time
Apr 16, 2019 - Hospital Solutions
The gender pay gap, the difference in compensation between men and women of the same title or role, affects women from every background, of all ages and levels of education, in every U.S. state. But when we take a closer look at medicine, it gets worse.
Video has taken over the internet. Currently, video accounts for 75% of all video traffic, and this will grow to 82% in the next three years. For most marketers video can seem like a daunting, production-heavy exercise, however, the reasons and results of using video to reach your audience are easily proven.