4 Secrets to Developing Clinical Content

We often get questions on how to increase physician interest and engagement with your content on Doximity. As a physician-first platform, we always encourage folks to take time to understand the physician audience: who they are, what they want, and what they care about. 

Physician audiences are highly educated, clinically proficient, inquisitive, and precise. We’ve seen that physicians value clinical, relevant, and evidence-based content. Especially since Doximity is a medical platform, not a promotional platform, rankings, histories, patient stories, and other content that performs well among a consumer audience often don’t translate. Instead, physicians are interested in cutting-edge research, procedural innovations, technological developments, and clinical case studies. 

Developing this highly specialized content can be challenging. It requires knowledge of in-the-weeds medical terminology and accurate framing of complex concepts. So, what resources are in your back pocket to help develop clinical content that resonates? 

1. Ask Physicians and Specialist Experts for Input 
   How do you test what lands with physicians? Ask them! Of course, physicians are notoriously busy. Getting perspectives from your physicians, administrative leaders, or other key opinion leaders is incredibly valuable. They represent your ideal audience and can provide to-the-point feedback on marketing messages. Especially for direct physician-to-physician messages, these valued reviewers can gut-check your tone and content quickly. One partner has seen great success organizing a focus group like this to get input and buy-in.
   
   
2. Lean on Your Doximity Client Success Team
   Our clients have said it before and we can’t help but agree: the Doximity client success team is truly an extension of your marketing team. With extensive backgrounds in healthcare marketing, physician liaison work, and the healthcare industry, our CSM team is truly world-class. Not to mention, they have in-depth knowledge of the Doximity platform, trending topics, how physicians engage with medical content, and partner success stories.
   
   
3. Leverage Doximity’s Medical Editing Team
   Doximity’s medical editors include MDs, PhDs, MPHs, and RNs. These clinical experts are available to support content development. Organized based on their skills and backgrounds, editors are adept at modifying existing content, including consumer-facing content, to emphasize what is clinically relevant. Their expertise allows you to feel confident in both technical accuracy and medical vernacular. They are also some of the most well-versed in what performs well on Doximity and can suggest edits for tone, pace, and content depth to resonate with the physician audience. While medical editors make edits to existing content at no additional cost, they can also help develop content from scratch through interviews with physicians or other key opinion leaders. Learn more about the medical editing team here.
   
   
4. Stay Up-To-Date with Physician Insights
   One of the best ways to develop physician-focused content is to stay up-to-date with what’s resonating with physicians. Some practices that we recommend are: 
   
   
   • Analyze Competitor Strategies: Regularly analyze what your competitors are doing in the healthcare space to understand market dynamics and identify successful approaches.
      
   • Use CRM and Marketing Automation Tools: Implement CRM and marketing automation tools to analyze physician engagement and preferences.
     
     
   • Engage in Social Media Listening: Use social media listening tools to monitor conversations among physicians on platforms like Twitter, LinkedIn, and specialized networks like Doximity.
     
     
   • Sign up for the Doximity newsletter: We share industry insights, trending topics, physician perspectives, and other valuable resources with our newsletter subscribers. Make sure you’re signed up here.