R:  Case Studies on Wellness Brands

Doximity: How the Physician Network Drives Full-Funnel Healthcare Marketing

Company snapshot

Doximity is the largest U.S. professional network for clinicians, combining a physician newsfeed (DocNews), workflow tools (Dialer, e-fax, e-sign), and an advertising marketplace used by pharma brands and health systems. Marketing Solutions is its largest revenue driver. (Q4 Capital)

Objectives

  1. Enhance specialty-level awareness for pharmaceutical brands and hospital service lines.

  2. Generate qualified HCP engagement, measured by opens, clicks, and profile visits.

  3. Achieve measurable business outcomes, such as referrals, patient revenue, and prescription lift.

    (Doximity Hospital Solutions)

Audience & Targeting

Doximity lets marketers reach verified clinicians with precision—by specialty, geography, hospital affiliation, payer mix, patient volume, training, and more—inside a feed clinicians already use daily for medical news. (Doximity Hospital Solutions)

Core Channels & Formats

  • DocNews® sponsored content: native placements within the personalized physician newsfeed. (Doximity Hospital Solutions)

  • Direct HCP messaging (DocMail): targeted outreach to specified clinician cohorts via Talent Finder. (tf-support.doximity.com)

  • Brand showcases & hospital solutions: referral growth and reputation campaigns for health systems. (Doximity Hospital Solutions)

  • Evergreen product halo: utility tools (e.g., Dialer, AI Scribe) sustain daily clinician usage, increasing available ad inventory and attention. (press.doximity.com)

Campaign Architecture

1) Upper-Funnel Awareness (DocNews)

  • Approach: Specialty-targeted sponsored articles and concise visuals in DocNews; frequency caps to avoid fatigue; editorial-style headlines that match clinicians’ reading intent.

  • Why it works: It meets doctors in-workflow and within medical news consumption—so ads feel relevant rather than interruptive. (Doximity Hospital Solutions)

2) Mid-Funnel Engagement (Sequenced “Content Journey”)

  • Approach: Link single wins into multi-touch journeys (e.g., KOL piece → clinical explainer → case vignette → webinar).

  • Result: Doximity reported average 51% open rate and 21% connection rate when partners moved from isolated blasts to serialized storytelling. (HubSpot)

3) Lower-Funnel Conversion (Referrals & Revenue)

  • Approach: Pair DocNews reach with DocMail to priority referrers; measure with de-identified claims data and CRM matchback.

  • Result: Allegheny Health Network attributed $8.3M+ in patient revenue to Doximity campaigns across the partnership. (Doximity Hospital Solutions)

Measurement & Proof

  • ROI Benchmarks (Pharma & Systems)
     Doximity’s S-1 cites a median 10:1 ROI where measured for marketing customers. (SEC)

  • Attribution Stack
     Health-system clients validate referral lifts using claims-based intelligence (e.g., LexisNexis MarketView™ case study with Doximity). (LexisNexis Risk Solutions)

  • Engagement Quality
     High signal mid-funnel metrics (open/connection rates) improve when campaigns are sequenced rather than one-off. (HubSpot)

Creative Principles That Recur

  1. Clinical utility first: lead with information doctors can use today (guideline changes, dosing pearls, differential tips). (Doximity Hospital Solutions)

  2. Micro-segmentation: tailor by subspecialty, hospital affiliation, and local patient mix to increase relevance. (Doximity Hospital Solutions)

  3. Short, scannable assets: respect time pressure; think abstracts, figures, and bulleted takeaways. (Reflected in Doximity’s native, news-like environment.) (Doximity Hospital Solutions)

  4. Journey design: orchestrate 3–5 touches across DocNews and DocMail; close with a concrete ask (CME, detail aid, rep follow-up, referral pathway). (HubSpot)

Mini Campaigns (Illustrative)

A) New Specialty Clinic Launch (Hospital)

  • Objective: Grow ortho referrals within 25 miles.

  • Tactics:

    • DocNews sponsored case study to ortho & sports-med MDs.

    • DocMail to the “busiest” local physicians identified from Doximity’s proprietary data; invitation to imaging fast-lane.

  • Outcome: Higher referral share among top local referrers (per Doximity campaign strategies example). (Doximity Hospital Solutions)

B) Brand Re-Detail (Pharma)

  • Objective: Re-engage cardiologists amid reduced in-person access.

  • Tactics:

    • DocNews placements with outcomes figures;

    • Sequenced content journey: KOL video → MOA quick-read → access update;

    • DocMail to high-potential prescribers for sample/rep connect.

  • Outcome: Programs like these underpin Doximity’s reported 10:1 median ROI in measured campaigns. (SEC)

Why Doximity’s Marketing Engine Sustains Attention

  • Daily workflow anchors: Tools like Doximity Dialer (Patient Care Made Mobile) and the new AI Scribe keep clinicians active—creating a receptive environment for sponsored content. (press.doximity.com)

  • Largest verified physician network: Scale + identity assurance enable both reach and precise segmentation. (SEC)

Results Summary:

  • 10:1 median ROI where measured (marketing customers). (SEC)

  • $8.3M+ attributed patient revenue for a single health-system partner. (Doximity Hospital Solutions)

  • 51% open / 21% connection when moving from one-offs to a content journey. (HubSpot)

Sources