Evaluating ROI on Your Own Terms
Doximity and Positive Development
Feb 28, 2023 | Kaija Stern - Doximity Marketing Manager
As marketers, we are always looking for ways to show return on investment to justify spend, inform strategy, and ultimately generate results for our teams. That’s why Doximity works with clients to conduct ROI studies, digging into the data and identifying the impact of educational programs. One partner, Positive Development, took their ROI analysis a step further by building their own CRM system to capture data from the intake form on their website to determine how new physicians heard about Positive Development’s unique offerings.
Positive Development is a company offering a new model of care in autism treatment for children and adolescents. In short, Positive Development is cultivating a child-led experience that combines occupational, speech, and mental health therapies. One of the most significant challenges to offering an alternative treatment is that traditional approaches are often taught as the only option available. Positive Development partnered with Doximity to educate physicians about this evidence-based alternative and identify new referral sources along the way.
To develop content to educate physicians, the Positive Development team turned to the experts, their own physicians, to get an idea of what resonates with them on Doximity. As a young, fast-growing company, Positive Development found value in working with Doximity’s medical editing team to create clinical content specifically for physicians involved in autism care. For example, one educational program reviewed medical studies showing the success of the developmental intervention model on children with autism spectrum disorder. Positive Development also worked with their physicians to build new referral relationships within the Doximity platform, leveraging Colleague Connect®, Doximity’s physician-to-physician messaging channel, and saw fantastic results, including open and connection rates well above benchmarks.
Where Positive Development really shines is after the content has been launched on Doximity. The Positive Development team built a proprietary CRM system, which pulls data from an intake form on their website, as well as responses to the open-ended question “How did you hear about us?”. The Positive Development team combined their data with their Doximity campaign reportings. From this information, Positive Development found that their educational programs on Doximity directly resulted in 35 new physicians referring to their organization.
For more information on how Doximity can help improve your ROI efforts, check out this interview with our ROI expert, Senior Product Strategy Associate, Ellis Carpenter.