R:CASE STUDIES

WELLNESS BRANDS

DOXIMITY:

HOW THE PHYSICIAN NETWORK REIMAGINES 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.

  1. (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 & FORMAT

  • 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

AWARENESS - DOCNEWS

UPPER FUNNEL

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

SEQUENCED “CONTENT JOURNEY”

MID-FUNNEL ENGAGEMENT

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

REFERALS & REVENUE

LOWER-FUNNEL CONVERSION

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)

PRINCIPLES & TAKE-AWAYS

1

Informative:

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)


mINI CAMPAIGNS:

1

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)

2

RE-BRAND

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 SUSTAINS ATTENTION

Daily Workflows Include:

Tools:

DoximityDialer (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: