Women in Medicine Month

Do men and women really “doctor” differently? Evidence shows they do.

Sep 25, 2019 - Erica Lieppman - Marketing Analyst

The rising number of women entering the medical field has spurred studies and debates about gender differences for decades. Do men and women really “doctor” differently? Evidence shows they do.

September is National Women in Medicine Month #WIMMonth, as declared by the American Medical Association. The AMA says female physicians have different professional aspirations and want the option to have a flexible work schedule. (The past three consecutive presidents of the AMA are women, by the way, including current president, Patrice A. Harris, MD.)

Today, the medical field is filled with influential women, and the numbers are growing: a total of 389,850 female physicians are practicing in the U.S. (compared to 200 in 1960).

Many medical specialties – including Obstetrics & Gynecology – are dominated by women. Nearly 60% of practicing OB/GYNs are women. In the next 10 years, 66% of OB/GYNs are expected to be female. What’s more, 50% of all doctors matching into OB/GYN residency programs are women, compared to 10% 50 years ago. OB/GYN isn’t the only popular specialty for female physicians. Here’s a breakdown of the top 5 specialties where women make up a larger proportion of residency positions today than their male counterparts:

  1. Obstetrics and Gynecology - 82.7%
  2. Pediatrics - 73%
  3. Allergy and Immunology - 70.4%
  4. Medical Genetics - 67.1%
  5. Dermatology - 64.4%

Women physicians want more options to help them address the struggles of balancing work and family responsibilities. Women physicians are more likely to cut back professionally to accommodate household responsibilities. They’re also more likely to take time off when a child is sick or a school is closed – so flexibility in their work schedule is key.

"Women in medicine" is a consistently trending topic in the media and on Doximity. During content creation, make it a point to highlight a woman physician. Doximity Hospital Solutions partners should be sure to include female physicians in their Colleague Connect® programs, as they achieve higher open rates than men.

Hospitals need to provide an important foundation for the success of women in medicine, and this month is a great time to recognize the importance of the female culture of medicine. One prominent radiologist, Nisha Mehta, MD, who writes and speaks about being a woman physician, sums it up beautifully:

"I am unquestionably aware that being a woman makes a huge difference in how I approach my career, how others perceive me, and the professional and personal challenges I face. One of the biggest challenges of my career has been to acknowledge/embrace that my life is different from those whose portraits lined the halls of my medical school’s walls and focus on creating the life in medicine that I want for myself and my family.”

Introduce your Physicians to the Power of OpMed

Aug 27, 2019 - Kaija Stern - Marketing Associate

With over a million verified clinician members on Doximity, we specialize in creating impactful moments to showcase your hospital on the Newsfeed. Sometimes, letting your own physicians lead the way can have the greatest effect. Started in 2018, OpMed, Doximity’s own publication that’s authored by practicing clinicians, provides a chance to reflect on experiences while navigating the world of medicine. Topics on OpMed, spanning from work-life balance to patient experiences, can organically lead to high engagement between physicians, resulting in new connections and larger networks.

Submissions to OpMed can also include content previously published to a personal blog and may even involve poetry and art in the Creativity in Medicine series. Physicians may submit pieces for OpMed at opmed@doximity.com as a Word or Google document, ranging from 600-1000 words, along with their Doximity profile URL and a short one to two sentence biography. These stories are quite personal and heartfelt, resonating with readers in a way that only physicians could elicit from their peer group, leading to an incredibly active comment section.

Since its establishment, OpMed has been a sphere for physicians without any advertisements, instilling a deep trust in the platform and allowing for dynamic conversation between doctors. For a hospital marketing team, OpMed offers a unique platform in which to interact with physicians. It’s also complementary to other Doximity forms of outreach, like DocNews and Colleague Connect, as it continues to build upon brand recognition and network growth. OpMed also provides an opportunity for physicians to contribute to Doximity who perhaps aren’t part of a service line involved in a Doximity partnership. By helping to educate your physicians about OpMed, your team can increase engagement on the platform and empower new physician relationships.

In addition, OpMed pieces have the chance to be featured in Doximity’s weekly emails, which are viewed by thousands of physicians. For contributors, this is a chance for direct recognition from their peer group, as well as an opportunity for their voices to be heard. Introducing your physicians to OpMed can result in positive outcomes for both the individual physicians as well as the hospital as a whole.

To learn more about OpMed, visit us at opmed.doximity.com.

Top Five Must Read Articles for Hospital Marketers This Summer

Aug 23, 2019 - Ilana Rood - Hospital Solutions Business Operations

With an endless supply of healthcare articles published daily, it takes a lot of reading to stay up to speed. We asked our team what their favorite articles have been this summer and narrowed it down to five. Take a look at what they’ve recommended!

1. CMS wants to force hospitals to reveal negotiated rates. Can it do that?
What would happen if gasp you knew what your hospital visit would cost before you went to the hospital? CMS wants hospitals to reveal their negotiated rates with insurers to patients. Insurers are in favor of the disclosure saying it would allow hospitals to better negotiate.

2. Amazon, Cerner team up on AI, machine learning
Amazon is building up a nice healthcare portfolio and is now getting access to Cerner’s patient data through a partnership between Cerner and AWS. Cerner wants to better utilize the EHR-based patient data they have and Amazon wants to improve PillPack and Haven (non-profit between Berkshire Hathaway, Amazon, and JP Morgan).

3. Ranking groups that rank hospitals
New England Journal of Medicine rated all of the hospital rating systems (full report here). U.S. News ended up at the top of the list.

4. The US is on the verge of a devastating, but avoidable doctor shortage
What happens when doctors feel increasing burnout, are expected to do more clerical work than in times past, and are riding the silver tsunami? Practicing physicians stop practicing. And what happens when you are graduating undergrad, know about all of this, and are considering taking on the debt of medical school (and beyond)? You decide not to become a doctor. These two factors are pushing us towards a physician shortage. Our options are to reduce physician burnout or lessen the burden on medical school students and residents.

5. Marketing Measurement: How to Get Everyone on the Same Page
The one thing marketers don’t have a shortage of is data. But this creates a new problem—too much data and the risk of presenting the wrong data to leadership come budget time. To combat this, SHSMD suggests setting up a measurement dashboard and having one person in the organization handle one dashboard so they become an SME on the data they own.

Looking for more great articles to read? Check out the Doximity Hospital Solutions Blog, new articles are posted regularly and will keep you in the know when it comes to physician marketing news.

Product Update: Profile Updater Tool

Aug 09, 2019 - Kyle O'Connor - Associate Product Manager

You asked, we listened. We’re pleased to announce our newest feature, available to all Doximity clients: the Profile Updater Tool. We heard from a number of clients at our annual Hospital Advisory Board Summit that they needed a solution to quickly make edits to their affiliated physician profiles, and our development team has been hard at work since.

The Updater Tool allows you and your team to identify and immediately correct physician profiles with missing or out-of-date affiliations to your institutions. Through our exclusive partnership with U.S. News, these updates power the U.S. News and World Report Physician Finder as well.

In addition, the tool also allows you to suggest additional profile updates to our physician members, including address, phone, and fax, subspecialties and skills. Once accepted by the physician, these suggested updates are made part of their Doximity and U.S. News profiles.

We’re excited to continue strengthening our relationship with our valued hospital partners by making you an integral part of powering the professional medical network.

If you have questions about the new Profile Updater Tool, contact us.

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Content Calendars: the Road Map to Success

Jul 31, 2019 - Kristen Nelson - Doximity Client Success Manager

Kristen Nelson is a Doximity Hospital Solutions Client Success Manager who has been in healthcare marketing for over ten years and currently manages several flagship accounts, specializing in content strategy. She works with large national health systems, academic health systems, and regional hospitals.

The average physician sees 4,000 - 10,000 digital ads each day. How can you be sure that the content you’re putting out there catches the attention of the right physicians? We can tell you that planning, timing and using the right type of content are key.

Doximity’s Newsfeed sees a tremendous increase in DocNews® content ahead of the US News and World Report survey season (December - March) when every institution wants to ensure they’re staying top of mind. Of course, showcasing powerful content during this time period is important. But in order for health systems focusing on elevating brand awareness to make a true impact with physicians, developing a plan to deploy content regularly throughout the year is even more crucial. However, if you’re not prepared ahead of time, developing and pushing out content can be daunting. This is why having a strategic content plan in place is a key first step to meeting goals.

One of our clients, an academic health system in the Midwest, found great success in planning out content for their DocNews® and Colleague Connect® efforts. By deploying Colleague Connect® to those who interacted with a DocNews® campaign, physicians were much more likely to interact, resulting in up to a 33% impression rate and a 30% view rate.

When clients partner with Doximity, a content calendar is created to optimize their strategy and work towards achieving the year’s goals, such as brand awareness or patient referrals. Typically this process begins with a review of all existing content and determining whether new content needs to be developed. Once the key pieces of brand content are determined, the team works together to outline the timing of DocNews® and Colleague Connect® outreach as well as the best physician audience to reach. An important piece of the puzzle is liaising with the Doximity data team to layer on the best times to reach certain specialists. Reaching physicians at optimal days/times achieves better results. Clients who follow their outlined content calendar not only get in front of their audience on a regular basis, and stay top of mind with physicians, but with retargeting, capture an engaged audience showing interest in their content.

Creating and following a plan is an essential first step to achieve marketing goals. With a strategic approach to consistent timing, content selection, targeting, and retargeting, hospitals are more likely to have a positive impact on their brand awareness and reputation with physicians.

To learn more about what strategy might be best for your health system, contact us.

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What Not to Share About Your Health System

The more, the merrier, right? Not exactly. Here’s what’s off-limits when it comes to physician messaging.

Jul 25, 2019 - Hospital Solutions

We live in an age of transparency, and as expectations have evolved, today’s healthcare marketers are tasked with being as candid as ever. From establishing trust to building a network of passionate advocates, there are many advantages to engaging in an open dialogue with providers. However, there are certain topics that should remain off-limits, no matter how unguarded and honest the conversation is.

Criticizing the Competition
There may be dozens of reasons why your organization is superior, but belittling the competition will do more harm than good in the long run. Physician relationships extend far beyond institutional boundaries, making it important to steer clear of this hazard. Instead of telling your physician audience why they should want to partner with you instead of someone else, show them by highlighting an accolade or a first-person provider testimonial.

Overemphasizing One Subspecialty
Everyone wants to be known for something, and it can be easy to hang your hat on a major ranking or designation. However, savvy healthcare marketers know that putting too much emphasis on only one aspect of their business can have a negative impact on their brand as a whole, and can alienate physicians who have no involvement in that specialty.

If you have a nationally ranked interventional cardiology program or organ transplant center, that’s definitely worth shouting about from the rooftops. However, it’s crucial that you ensure your marketing strategy supports all of your programs and physicians fairly to prevent your business from being typecast by both internal and external providers. Plus, you don’t want to discourage otherwise engaged physicians from being valuable brand advocates by focusing all of your marketing dollars on a service line they might not be a part of.

Unvetted Announcements
In healthcare practice, there is very limited room for error. A similar standard exists for any news coming from the corporate office. If there’s an exciting development that’s not 100 percent set in stone, think carefully before divulging information that may need to be corrected down the road. Rather than focusing on the details, keep your message general. You can always hone the specifics at a later date.

Sharing Content on the Wrong Channels
Not all content is appropriate for every platform. While some public-facing news items might be relevant to your physician audience — such as your hospital’s announcement of a new staff member, a significant gift or a consumer-focused health program — physician-specific news often belongs in its own category. An announcement about a highly complex new treatment protocol, for example, is best-suited to a network like Doximity, where medical professionals are already looking for the latest research tailored to their specific needs and interests.

Ready to share what makes your hospital great with a larger network of physicians? You’ve come to the right place.

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The Top 5 Digital Pain Points for Physicians

(and how to fix them)

Jul 12, 2019 - Hospital Solutions

Technology can be exasperating for everyone. Learn what makes physicians especially frustrated and how to fix the issues.

If you'd like to download the infographic, click here.

2019 Hospital Advisory Board Summit

Couldn’t make it out to San Francisco? Don’t worry, here’s a quick recap.

Jun 27, 2019 - Hospital Solutions

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.

Every year, we put together five new round table ideas for our teams and hospital marketers to discuss at length. We want feedback—good and bad—from our partners. It gives them a chance to help mold us into the company we are and guide Doximity into the future.

This year, we dove into new ways to develop and share content, refine physician profiles, leverage search for hospitals, connect with patients, and brainstorm future solutions. We went from room to room, dug into all of the details, and shared some James Beard award-winning cuisine along the way. Thanks to our discussions, we learned that we have some exciting things to push down the pipeline including new content streams to share with physicians, additional profile fields to foster referrals, and ways to make marketers lives easier. On top of that, we’re also looking to give our partners more opportunities to network and learn from each other at our future events.

Want to know the specifics? Email us at hospitals@doximity.com and we will share our slides. We can’t wait for our next big event. If you can’t either and want to keep learning until then, sign up for our newsletter below.

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[Checklist] Are You Getting Through to Physicians?

Jun 21, 2019 - Hospital Solutions

How can you get through to physicians? Make sure you check all the boxes.

To download the infographic, click here.

Is Your Content Marketing Investment Paying Off?

Lead generation, conversion rates, revenue gains: Measuring ROI in the digital landscape can be complicated.

Jun 12, 2019 - Hospital Solutions

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.

Alternatively, low quality scores, such as those you might see on Google or Facebook, are a sign that you should clarify your message or speak more directly to your audience.

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:

  • Impressions

  • 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.

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7 Content Types to Increase Physician Engagement [Infographic]

May 28, 2019 - Hospital Solutions

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.

Your Hospital's Content Strategy: 3 Things You Have to Include

It all starts with a solid plan. Build your content strategy around these three key elements to ensure you’re creating content that converts.

May 15, 2019 - Hospital Solutions

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.

2. Goals
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?

Contact Us

Are the Wrong Visuals Hurting Your Marketing Efforts?

Why good visuals are especially important in healthcare marketing — and how to choose the right ones

Apr 22, 2019 - Hospital Solutions

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.

Healthcare, on the other hand, can be tricky — especially when it comes to marketing to physicians. It’s no simple feat to convey your hospital’s brand in a single image or landing page. But that doesn’t mean your visuals are any less important. It just means you’ll need to get more creative.

Why Good Visuals Are Essential to Physician Marketing
You know visuals are important in marketing, just as they are in most things. But why, exactly?

They grab physicians’ attention.
The most obvious reason to include visuals with your content is to attract viewers, and it works. If the advent of Instagram and Snapchat aren’t proof enough, consider these stats from Hubspot:

  • Facebook users are 2.3 times more likely to engage with posts that contain a visual than with those that are text-only.

  • Tweets that contain an image are 150 percent more likely to be retweeted.

  • Articles that include imagery every 75 to 100 words get double the number of shares as articles with fewer or no images.

They keep users engaged longer.
Relevant imagery doesn’t just grab readers’ attention. In some cases, your audience will spend more time on visuals that contain information than they will on reading text.

They’re good for SEO.
Google and other search engines rank content with visuals higher than content without, even if only slightly.

How to Find the Right Visuals for Physician-Focused Content
You know you need visuals — good ones at that— but how do you choose? These tips can help you select the right ones.

Consider your audience.
A renowned surgeon has developed a new surgical technique that’s making a splash, so you’ll obviously want to show it, right? Well, it depends. Surgery photos and detailed diagrams are great when you’re messaging specifically to surgeons, but other physicians might not find them interesting or useful. Images of medical equipment should be reserved for physicians, internal audiences and stakeholders.

Opt for real people.
Stock photos are great in a pinch. They’re readily available and affordable (and sometimes free). But physicians, like any audience, respond better and engage more when brands use original photos of people, places and products. Hire a photographer for printed material and large-scale media.

Get explanatory.
People do 323 percent better at performing a task after reading instructions with accompanying visuals versus instructions without visuals. Include graphics that highlight important takeaways, statistics or other data to help your readers absorb your content more easily.

Go conceptual on tough subjects.
It can be difficult to find appropriate photography for sensitive topics, such as mental health or end-of-life care. In such cases, choose a conceptual photograph (say, of a storm cloud) or an illustration.

Stay on brand.
Maintaining a cohesive aesthetic will help physicians become familiar with your brand. Ensure a unified look across photography, graphics and other imagery to increase brand recognition and build a sense of trust and consistency among your physician audience.

Looking to connect with a larger network of physicians? We can help.

Contact Us

Pay for Female Doctors Increases in 2018, Narrowing The Gender Wage Gap in Medicine For The First Time

Big Progress Has Been Made In Several Metros Across The Country, But 'Equal Pay' Has a Long Ways To Go

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.

The U.S. Bureau of Labor Statistics estimates the national gender gap across industries and occupations to be an average of 19% less, or, women taking home .81 cents on the dollar. In comparison, the average national gender pay gap among physicians is 24.7% less as of 2018.

Today, we released our third annual Physician Compensation Report, which analyzed trends in U.S. physician pay across geographic location, medical specialties, employment type, and gender.

In this year’s report, we found that for the first time since conducting this study, the gender pay gap is deflating. In fact, pay for male physicians has remained flat since 2017, while female physician pay has increased.

In addition, this year’s report also found that after years of steady pay increases, the national physician wage average has plateaued for the first time since 2016. Our study is based on the responses of nearly 90,000 licensed U.S. doctors across six years, making it the largest repository of data available today on physician compensation.

Here is a breakdown of physician pay when examining gender:

Cities with the smallest gender wage gaps in 2018:

  • Birmingham, Ala (9 percent wage gap)
  • Bridgeport, Conn. (10 percent)
  • Milwaukee (14 percent)
  • Seattle (15 percent)
  • Jacksonville FL (16 percent)

Cities with the largest gender wage gap in 2018:

  • Louisville/Jefferson County (40 percent)
  • New Orleans (32 percent)
  • Austin Texas (31 percent)
  • Hartford, Conn. (31 percent)
  • Dallas, Texas (31 percent)

Cities where female physicians earn the highest average annual salary are:

  • Milwaukee ($351,247)
  • Bridgeport, Conn. ($319,577)
  • Seattle ($306,310)
  • Minneapolis ($303,416)
  • Riverside, Calif. ($302,937)

Female physicians earn the lowest average annual salary in these metros:

  • Providence, R.I. ($220,482)
  • Durham, N.C. ($226,594)
  • Louisville, Ky. ($230,754)
  • Virginia Beach, Va. ($232,172)
  • Austin, Texas ($232,333)

As women continue to represent the majority of the medical school applicants, our findings show that the gender pay gap is quickly shrinking across several MSAs. In just one year, the gender pay gap dropped from 27.7 percent in 2017 to 25.2 percent in 2018.

“Although pay for female physicians has improved substantially, there is still significant progress that needs to be made,” said Mandy Armitage, M.D., Director of Medical Content at Doximity.

To review all findings from the 2019 Doximity Physician Compensation report, please click HERE.

Four Things Working for our Hospital Partners

Mar 27, 2019 - Hospital Solutions

Ever wonder what other hospital systems are doing with Doximity? How they’re merging the traditional with the digital? How they’re getting physicians onboard?

We asked our hospital partners what they’re doing to leverage Doximity. Here’s what they told us.

Finding stronger offline connections with the online platform

“I think that Doximity does make the job of our physician liaisons a little bit easier. It gives us a chance to integrate some of those broader marketing tactics with an actual face-to-face interaction that's really what physicians are looking for. What we do know from research is that it takes physicians a very long time to build new referral relationships and they don’t do it often. So you need more than just a quick introduction, you're going to need for them to have read about you, heard about you, met you, communicated with you and now share patients with you before they will really change a referral pattern.”

-Rose Herring
 Senior Director of Marketing, Atrium Health

Developing a content strategy with multiple channels

“I found in my experience in working with Doximity, that [Colleague Connect and DocNews], taken together really give the most bang for the buck. And it’s really using one to prime the other, really makes it most effective and we’ve seen--I’ve seen in my own personal experience--that generates the most response.

I think of it as: we are priming these audiences with the sponsored stories which then we see, ‘alright, who has engaged with that?’ Those people have been primed and they’re even more receptive now for us to message with Colleague Connect.”

-John Davey
 Director of Digital Marketing, NYU Langone Health

Promoting events as a recruitment tool

“One particular physician lead that we have within the system runs our liquid tumor oncology space, and we proposed to actually use Doximity to promote a networking program that we wanted to put on at the ASH conference. It's the biggest conference for hematology in the country, very well attended. We had several physicians going and we wanted to pull off an event at the program, but to invite people there's a lot of competition for getting people to said event and we thought Colleague Connect was the perfect way to do it. It's really a one-to-one invitation from someone they know or have heard of to invite them to the program.”

-Kimberly Lathroum
 Executive Director of Marketing, City of Hope

Using existing physicians to help others onboard with the program

“Those early adopters stereotypically tended to be the younger physicians, our really sub-specialized physicians who have an interest in getting their name and reputation out there. But using them as an example to demonstrate to our other physicians how that could work, how we could tap into some of their networks.

A great example is we have a physician that is very sub-specialized in the orthopedic trauma world. He's done a lot of work with military veterans, doing work like limb lengthening surgeries. When we were able to target his peers across the country that also may have a military background and do some work in that space, it's a no-brainer that they're going to want to be interested in what he's working on and make that connection. When we have been able to show them connections like that and success in that area, they've been very receptive to buying into the program.”

-Rose Herring
 Senior Director of Marketing, Atrium Health

Interested in hearing even more from our clients? Watch our latest video:
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Why Video is Marketing’s Next Big Thing

The Internet has turned towards video, your marketing should too

Mar 24, 2019 - Hospital Solutions

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.

Audiences are watching more videos online.
78% of people watch videos online every week and 55% of people watch videos online every day. If you aren’t addressing this audience in your marketing plan, you are missing an opportunity to reach people where they are increasingly consuming content.

Online video is increasingly accessible.
The average person watches 35 minutes of mobile video per day, and this number will only continue to grow. In fact, YouTube reports that mobile video consumption rises 100% each year. Audiences are increasingly willing to engage with video on-the-go via smartphones and tablets, so marketers can reach them anywhere.

Watching a video leads to higher knowledge retention than reading an article.
According to Edgar Dale’s “pyramid of retention,” 50% of knowledge obtained in a video is retained after two weeks; when reading text, that falls to only 10%. (Edgar Dale: Audio-Visual Methods in Teaching, Holt, Rinehart and Winston). Video is the perfect medium to capture this value; with a video, marketers can make a memorable message that truly sticks. Our hospital clients have experienced this to be true when sharing videos about innovative therapies and new research protocols.

Physicians appreciate video like the rest of us.
In 2018, Doximity’s physicians watched videos on the site for, on average, 20-30 seconds (up to 2x longer than the industry average). One of the reasons we have longer engagement than the industry average is that we leverage our network data to provide highly targeted videos that are relevant for our members, while also providing actionable insights for our partners when they are developing their own content for Doximity.

Want to learn more? We put together a short guide on optimizing your video content based on these insights, which you can download below.

Download our guide for maximizing audience engagement with your videos!

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Client Spotlight: Utilizing Best Practices

With University of Chicago Medical Center

Feb 27, 2019 - Hospital Solutions

The Chicago healthcare market is competitive. With so many top-ranked hospitals located within the city limits or in nearby suburban communities, how does one stand out in a market with so many options?

To gain a competitive edge, University of Chicago Medical Center leverages two of Doximity’s key ‘best practice’ recommendations: a year round content journey for full brand exposure, and brand ambassadors for amplification.

Year Round Content Journey

Often, we have clients interested in focusing their content strategy around big events or milestones. We advise our clients to consider a year round content journey to help maximize brand awareness throughout the whole year.

This strategy helped the University of Chicago maximize brand awareness and stay current with prevailing, seasonal trends in medicine. In the fall and winter, we decided to focus on newsworthy, groundbreaking developments targeted to a national audience. An example of this is a story about how University of Chicago was the first hospital to perform a life-saving, triple transplant on two patients in November of 2018.

One version of the story featured on Doximity:

In the spring and summer months, we chose to focus on promoting their CME events through DocNews, which narrows the focus to a regional audience of Midwestern states, including University of Chicago’s core market of Chicagoland and Northwest Indiana.

One of the ways University of Chicago showcased their CME events:

By using this multifaceted strategy, University of Chicago was able to increase both the breadth and depth of their brand. Knowing that CME focused content is stickier in the spring and summer months when conference season is in full swing helped them lay out the appropriate content journey to maximize their audience throughout the year.

Creating Brand Ambassadors

University of Chicago creates brand ambassadors on Doximity by adding the featured physicians from their Colleague Connect program, a physician-to-physician messaging strategy, to their DocNews target lists.

One key benefit is that when a physician socially amplifies a DocNews story (i.e. like, share, comments), that story becomes organic content and can be seen by that user’s network of connections. So, when the University of Chicago brand ambassadors engage with the content on Doximity, the “network effect” takes over allowing the story to be passed to a much larger, friendlier audience.

While it may seem counterintuitive to include your own physicians as part of a marketing campaign, leveraging your brand ambassadors has the potential to really amplify your message.

Want to learn more about owning your own brand story on Doximity? You can watch a quick video below to see how it works, or reach out to a member of our team here.

Watch the Video