Seeing is Believing: The Number One Insight That Continues to Surprise
Apr 28, 2022 | Amy Ferguson - Doximity Senior Client Success Manager
If you’re a hospital marketer, listen up.We know that you face a variety of unique challenges in your role: HIPAA compliance, the landscape of insurance, physician buy-in, corporate red tape, and much more. But there is one recurring obstacle we hear over and over in discussions with our hospital marketing partners and that is the challenge of measuring financial ROI.
There are several complicated layers to this particular challenge within the hospital setting, but it seems that one of the greatest barriers is the industry’s slow pace in adopting new technology. And while it’s true that, in many ways, the COVID-19 pandemic propelled the healthcare industry into the digital age, it’s also true that most healthcare systems continue to struggle with their digital transformation (i.e., the ability to track new patients and referrers down through the marketing funnel). And for most healthcare marketers, that means the measurement of ROI continues to be difficult.
That’s where we come in. When hospitals collaborate with Doximity, it takes anywhere from 8 to 12 months for us to break down that ROI barrier. By partnering with industry-leading claims data providers, Doximity provides conservative calculations of new patients acquired by new referrers through the marketing campaigns executed on the platform.
In addition, because we have the richest data set in the industry, our ROI reports also highlight key characteristics about your new referrers including gender, specialty, hospital affiliation, career stage, and more. But perhaps the most shocking and valuable insight our partners discover in our ROI presentations is the geographic distribution of these new referrers. On occasion, we see new referral patterns and new patients from physicians that hadn’t referred before, outside of the facility’s geographic footprint and sometimes, from very far away. We love to share these new insights with our partners—there is always so much excitement at these revelations and what they could mean for future outreach initiatives.
Want to learn more about how we deliver ROI at Doximity?