Expanding Audiences: The Power of Advanced Practice Providers

In 2010, there were 174,000 NPs and PAs practicing in the U.S. By 2023, that number more than doubled to 512,000. As these professions continue to grow, it’s important to understand their role in healthcare and in your marketing programs.

One Doximity marketing partner, a prominent healthcare network spanning four states, recently recognized the need to pivot and expand their outreach to a broader audience. Let’s take a deep dive into their story and results. 

The network sought to enhance referrals and patient volume for its cardiology, oncology, and neurology service lines. After partnering with Doximity for years to reach MDs and DOs, they decided to broaden their outreach efforts to include NPs and PAs, medical professionals who also play an important role in patient referrals. 

Collaborating with Doximity presented an opportunity to diversify outreach and engage with a broader range of healthcare professionals, potentially unlocking new referral networks. Their marketing team worked closely with various cardiology, oncology, and neurology program leaders to craft direct messages to a more diverse group of potential referring providers. 

These messages highlighted the unique clinical research and treatments available at the healthcare network in their respective fields, with a call to action to connect with these Featured Physicians. For example, the director of the thoracic oncology program highlighted his Phase II clinical trial on tumor-infiltrating lymphocyte therapy, while also showcasing the cancer center as a whole.

The marketing program yielded an interesting result: NPs and PAs contributed over 50% of new patient referrals, despite only representing 30% of the audience. Advanced practice providers (APPs) often work in primary care capacities and serve an important role in triaging patients. And, as a result, APPs frequently make referrals to specialists. 

The success of this program underscores the importance of including NPs and PAs in your marketing strategy. By opening up this communication channel, healthcare organizations can further optimize their outreach efforts and drive more sustained growth across service lines. 

Ultimately, this example illustrates the potential behind comprehensive education and engagement to an expanded audience of providers. As healthcare continues to evolve, so must the strategies we employ. Contact us to explore how your organization can harness the full potential of its marketing efforts to drive growth and improve patient care.