Reaching Consumers Where They Are

Owning Your Brand Across the Web

Feb 14, 2019 - Hospital Solutions

The rise of consumer knowledge in healthcare has been well-documented over the past several years. Simply put, consumers are taking on more of the responsibility to navigate the healthcare system and seek out the best care for themselves and their loved ones.

Following the guidance of physicians is still significantly important, but the emergence of new, digital tools has empowered consumers with information and has enabled them to start playing a larger role in their health care journey. In fact, a recent study showed that 80% of consumers have conducted a health-related online search within the past year.

Given this trend towards digital consumerism in healthcare, hospitals must figure out how to reach and ultimately capture consumers during the research process.

Unfortunately, this process is not as simple as maintaining your own website. Although some consumers may go directly to a hospital’s website, well over half (59%) of visitors to a hospital website began their health care search on another website.

How do you capture consumers if they’re not on your website?

A hospital’s brand may begin on their website, but a multi-channel approach is needed if you want to capture the widest breadth of digital patients.

1. Do your research. Know where your potential patients look for information and why they are looking there and tailor your messaging to that goal. For example, platforms like Doximity and U.S. News capture millions of unique visitors each month because we allow consumers to research and find the best physicians and hospitals across the country.

2. Put your best foot forward. Patients conducting research often will not have any loyalty to any health system in particular. A consumer looking for a cardiologist in Doximity’s hometown of San Francisco would be able to compare physicians from multiple systems including UC San Francisco, Stanford, Sutter and Dignity. Because they are focused on finding the best clinician in their area to treat their individual needs, you should highlight what sets you apart as quickly as possible.

3. Look your best. Ensure that your providers are being properly presented. Some of the simplest things are the most important to an undecided consumer and go a long way towards not losing them to a competitor. Make sure your clinicians’ profiles include a professional photo, details about the types of patients they treat and the ability to easily book an appointment.

Interested in owning your brand on Doximity? With over 7 million unique visitors researching physicians on U.S. News and Doximity each month, we capture consumers seeking a new healthcare provider during the critical decision-making process. We reach the consumer and provide a path to your call center and/or preferred online booking system with no need to install new software or to build and integrate a new scheduling system.

To talk about a partnership, reach out to us at anytime here.

What Physicians Are Really Reading

Learn more about content that resonates with physicians.

Jan 25, 2019 - Hospital Solutions

With over a million articles read per month on Doximity, we’ve learned a few things about what physicians are most interested in reading.

In this video, you will learn about the three themes that we’ve seen emerge in users’ reading patterns. The majority of content focuses on the Science of Medicine - representing two thirds of all articles - clinical knowledge developed through shared training and research personalized to the individual physician. The other two categories are growing themes that have developed over time in our network, bringing audiences in through shared experiences to which any physician can relate. The Practice of Medicine is based on shared context, working environments, and the business side of medicine. And the fastest growing area of news developed over the last year is the Art of Medicine, showcasing the shared empathy for physician well-being.

The Top Digital Health Trends of 2019

From virtual reality to 3D-printing, tech companies will continue to transform healthcare.

Jan 14, 2019 - Dr. Amit Phull, VP of Strategy & Insights at Doximity

We can expect to see more tech giants demonstrate an interest and investment in the healthcare sector. Whether it’s through mergers and acquisitions or developing tools that dramatically change how consumers manage their health, tech companies are helping to revolutionize the way healthcare is being delivered.

Here are the top ways technology will impact healthcare in 2019:

#1 Tech Extends Its Healthcare Reach

In 2018, we saw more companies move into the healthcare sector, with Amazon acquiring the online pharmacy, Pillpack, and electronics retailer, Best Buy purchasing the health and safety solutions company, GreatCall. These mergers may very well change the way prescriptions and eldercare services are delivered.

In September, Apple unveiled the Apple Watch Series 4 with the new capability approved by the FDA to screen heart rhythms and send a notification if it detects an abnormal heartbeat that may appear to be atrial fibrillation (AFib). Since AFib, which affects between 2.7 and 6.1 million Americans, can lead to blood clots, strokes and other complications, this new wearable has the capability to help save lives. It is also the first ever consumer device to receive FDA clearance for ECG monitoring.

In addition to monitoring our health, the extent of data we can collect from wearables is going to increase substantially, allowing patients to be monitored in real-time, with the potential to make healthcare more accessible and affordable in the long run.

#2 The Future of Pre-Existing Conditions

Healthcare was front and center in the 2018 midterm elections, topping the economy as the biggest issue among voters.

With Democrats winning the House, the issue of repealing the Affordable Care Act (Obamacare) seems to be dead for at least another two years. Yet, earlier this year, a coalition of 20 states filed a lawsuit alleging that Obamacare is unconstitutional. The lawsuit includes nine of the 11 states with the highest rates of pre-existing conditions. Residents in these states will suffer the most if the lawsuit goes through.

Whether the safety net created by the ACA for pre-existing conditions goes away in these states as a result of this lawsuit, or future legislation, there exists a need for new approaches to care for patients with pre-existing conditions. The care team model will need to evolve to accommodate the reality that although people are living longer, they are often in poorer health.

In addition, advances in genetic testing signal a need for protection of pre-existing conditions. While the at-home genetic testing market is booming, allowing consumers insight on the future of their health, it also poses a quandary. If a test shows that a young healthy person is at risk of developing a genetic disease later in life, will they be classified as having a pre-existing condition? Time will only tell.

#3 Creating Alternatives to Opioids

Technology could also play a significant role in ending the nation’s opioid epidemic, which has been the cause of more than 72,000 drug overdose deaths in 2017 alone.

Research conducted at Cedars-Sinai has found virtual reality (VR) may help manage pain and distress. In fact, Cedar-Sinai says VR can reduce chronic pain by as much as 25 percent, and the effects can last for hours. Currently, over 300 hospitals throughout the world are using virtual reality devices to help patients, including those with opioid addiction.

Advances in virtual reality have made personal VR devices, such as the Oculus Go, an attractive option for consumers. By offering an affordable all-in-one virtual reality headset that’s easy to use, has excellent graphics, and includes apps such as Nature Treks, consumers can fully immerse themselves in locations around the world while simultaneously easing chronic pain.

In the near future, it’s possible that rather than prescribing opioids, doctors may prescribe VR for chronic pain patients in the same way they now refer patients to physical therapy.

The evolution of pharmacogenomics also shows promise in helping to end the opioid epidemic. By combining pharmacology with genomics, researchers are developing ways to develop safe and effective medications and optimal doses to align to each person’s individual genetic makeup. More research will be conducted in 2019.

#4 Reducing Employer Healthcare Costs

In an effort to control the rising costs of their health benefit programs, many large companies, including a growing number of tech giants, are offering employees onsite health clinics and wellness programs. We expect to see this trend continue in the new year.

These onsite health clinics are designed to save money and time by increasing employee attendance at work, improving patient care and emphasizing preventative health. A 2018 Mercer survey found that one-third of U.S. employers with 5,000 or more employees offer general medical worksite clinics, which is up from 24 percent in 2012.

Last year, Apple launched “AC Wellness,” a subsidiary that provides on-site wellness services to employees and families. By opening two health clinics in Santa Clara and one at their Apple Park headquarters, the company plans to go beyond offering traditional health services in an effort to increase accessibility and affordability for employees.

Over the course of 2019, we can expect to see more models like this that deliver medicine in a personalized way, tailoring healthcare to each patient’s individual age, gender and health condition.

It’s an exciting time in digital health, as we continue to see new innovations emerge designed to improve the patient experience and overall health.

Previously published on Becker's Hospital Review.

Top 5 Tips For Developing Successful Physician-Facing Marketing Campaigns

Jul 17, 2018 - Hospital Solutions

We analyzed over 150,000 messages from featured physicians to referring providers and distributed over 700 Sponsored Stories to physicians on Doximity.

Here’s what we found.

As the largest network of physicians in the country, we, at Doximity, understand the provider community and have perfected the art of physician communication. Through sophisticated targeting, personalized messaging and content creation, we have helped hospitals discover and connect with over 150,000 referring physicians through one of our solutions, Colleague Connect, and the shared over 700 Sponsored Stories to our network of over one million physicians.

Here’s what hospital marketers can learn from our analysis of our messaging over the past few years:

  1. Think mobile first: Our savvy data team has learned that physicians actually love their mobile devices. Physicians are busy and tend to catch up on news and messages on their Apple or Android devices, more than their desktop computers. With this in mind, we see that succinct and approachable messages resonate best with the physician community. Be sure to include the physician’s mobile number or backline - other physicians are respectful of it and appreciate time saved from navigating your call center.

  2. Keep it personal: While we all know there’s much to share about the accomplishments of your featured physicians, physicians respond best to messages relayed in a casual and personal tone. Think of it this way: while we know that the marketing department is heavily involved in message crafting, the tone should be similar to two doctors chatting over coffee after grand rounds. Referring providers want to learn more about what your featured physician is working on and what sets them, and your brand, apart!

  3. See you at the meeting!: Many of your featured physicians attend annual conferences for their respective specialties where they rub elbows with colleagues and leaders in their fields. Leverage this opportunity by reaching out with direct messages expressing interest to connect in person and keeping in touch with Colleague Connect messages. Something like, “I’d love to meet up at the conference, if we can’t connect there please connect with me on Doximity.” This results in both a thoughtful introduction, a possibility in-person meeting and a potential referring relationship in the future. Win-win!

  4. Leverage your featured physician’s alumni network: If your featured physician is a Johns Hopkins alum, reach out to fellow Hopkins alumni to say, “Hello!” Physicians love to connect with folks when they have a common bond. Have a neurosurgeon who speaks Spanish? Try connecting with neurologists in your area who also speak Spanish.

  5. Share institutional and clinical highlights: Whether through direct messaging or distributing news and clinical stories from your institution, we encourage you to keep in mind that physicians relate best to clinical and relevant content. It’s hard to always keep up on new procedures, research, institutional changes, etc, so physicians tend to spend their free time trying to catch up on news relevant to their clinical interests.

Turns out Apple loves Doximity, too! Apple lists Doximity a top healthcare app for healthcare professionals.

How to Market to Physicians in the Digital World We Live In

Jul 16, 2018 - Hospital Solutions

Hospital marketers are always asking themselves the same questions: how can I grab the attention of potential referring physicians? How do I use marketing tactics to influence physicians about my hospital brand?

Year over year, we see hospital marketing teams create elaborate marketing plans focused on reaching potential patients; but reaching potential referring physicians requires a different approach and, unfortunately, doesn’t typically get the same type of attention. Marketing teams mail out case studies to hundreds, if not thousands, of physicians to get that one visit to a landing page. Physician relations leads are constantly running to physician offices just trying to get past the front desk in the hopes of getting some material in front of that potential referring physician.

While these may all be useful in one way or another, we live in a world that’s increasingly digital. Physicians are people too, and how they receive and consume information has evolved over time. They use their iPhones to stay connected and do research online just as consumers do.

As physicians are expected to keep up with an exponentially expanding world of medical news and literature along with their increased admin work plus higher patient volumes, they have even less time than the rest of us for using
 digital resources - not even 2 hours per day. As marketers, we need to use their time wisely when we do capture their attention -- even if it’s only for a moment.

Here are a few key points we recommend keeping in mind when creating your physician marketing plan:

Content is king! It’s important to show that your institution is leading the way when it comes to cardiology research, or lead physician is involved in the newest immunotherapy clinical trial, or you just debuted a new, specific type of technology to offer patients. Great content has the biggest impact when it’s timely and communicated effectively. Insert your latest hospital content where physicians are already reading news.

Data. Data. Data. Use data to guide your targeting decisions. Just as with consumers, it’s important to know your audience. Figure out the type of specialist you want to reach or the area from which you get a majority of your referrals. Knowing your audience will help you be more strategic when deciding how you want to target to physicians.

Consistency will lead to success. Multiple touchpoints are important. Quality content targeted to a core group of physicians is key to making sure your audience is reading what you have to offer. As they stay up to date with your hospital’s latest innovations and technology, the more likely they will think of your institution when that complicated case walks through their doors.

Bottom line is that physicians are using digital platforms daily so don’t forget about digital channels when trying to make an impression.

Doximity Now Has Over 1 Million Verified Members

Jul 16, 2018 - Hospital Solutions

We're excited to announce that more than 1,000,000 licensed medical professionals are now using Doximity to connect, collaborate, and collectively provide better care for their patients! The million members consist of roughly 700k physicians, 150k NPPAs, and 90% of graduating residents - as well as PharmDs and Medical students.

Doximity also partners with over 200 hospitals, including 15 of the top 20 U.S. News & World Report Best Hospitals, to foster marketing opportunities within the medical community.

Why have so many physicians joined?

We've learned that connections count. And physicians can count on their connections. Jeff Tangney, CEO of Doximity, had this to say:
"By carefully listening to the real needs of medical professionals, we've built the number one online network for clinicians in the country. We have become an essential tool to help doctors be more efficient and manage their careers, all while giving them more time to focus on their patients and their families. And with nine out of every ten fourth-year medical students in the United States on Doximity, we couldn't be more excited about our growth prospects moving forward."

What does 1,000,000 members mean for hospital marketers?
Doximity isn't a public message board or a database, it’s a network – a tool physicians are already using every day. The Hospital Solutions team partners with hospitals and health systems with the intention of achieving their physician marketing goals, including elevating brand awareness and patient referrals, by harnessing the power of our extensive physician network.

Working with the Doximity Hospital Solutions team, hospital marketers can:

  • Reach over a million verified members
  • Use the most powerful search in healthcare to pinpoint your ideal audience
  • Leverage our multi-channel approach to achieve results
  • Gather insights from our data to prepare stronger campaigns
  • Create an enduring impact in the medical community with stronger connections

Hospital Solutions at Doximity: Your Source for Physician-to-Physician Marketing

Jul 16, 2018 - Hospital Solutions

We’re excited to announce the launch of our Hospital Solutions Website and Blog. We’ve learned many things from working with our hospital partners over the past four years which we’re thrilled to share with you!

As the largest secure medical network with over a million verified members, Doximity has been focused on enabling collaboration across specialties and every major medical center since 2011. Our registered users come to Doximity to search and find any clinician, earn free CME on demand, exchange HIPAA-secure messages and connect with their professional network.

Over the years, we’ve grown quite a bit as we’ve continued to learn more about how to make physicians more productive and successful. Doximity now partners with over 200 hospitals, including 15 of the top 20 U.S. News & World Report Best Hospitals, to foster marketing opportunities within the medical community. Our array of Hospital Solutions helps our clients achieve their physician marketing goals, including elevating brand awareness and patient referrals. We’ve included our product resources and case studies for you under the Case Studies tab of our website.

Follow us to stay up to date on the latest physician marketing news, new releases and more. We’ll be updating our blog regularly with insights we’ve discovered and think will help you create stronger physician-minded campaigns. We hope you find value in the information we share. Don't hesitate to reach out with feedback or topics you would like to see covered.