We talk about it all the time: physicians are a notoriously difficult audience to reach. The good news is, as physician experts, Doximity knows what resonates with them. Here are the topics that are trending right now with the physician audience.
1. New, Cutting-Edge Treatments
In any industry, articles on new techniques or ways of thinking are consistently top-performers. Physician marketing is no different. Reach out to your physicians to determine what they’re working on, or what new cutting-edge treatments have been particularly successful. Your audience will take note, and your organization will be associated with innovation.
2. Successful Outcomes
In addition to new, cutting-edge treatments, successful outcomes are one of the best ways to promote your organization. Your successful results will make you stand out. And, in a world of physicians constantly looking for places to send their referrals, you’ll build confidence that patients will have great success at your health system. Again, lean on your team. Find out what recent wins they’ve had and use those to build your content.
3. Typing vs. Dictation
Physicians are always looking for ways to improve processes and streamline their workload. If you can help them do that, you can create standout content. For example, consider the time-intensive process of charting electronic medical records. Since moving to EMRs, doctors spend hours each day typing clinical notes, and the time demand has been a leading cause of burnout. To combat this problem, one of our partners, a medical dictation software company, highlighted the difference between using a dictation service like theirs versus manually typing notes. The content quickly skyrocketed to our top-trending list. If you have a solution to make a physician’s life easier, promote it.
4. Regenerative Medicine
The regenerative medicine market in the U.S. is estimated at $3.7 Billion in the year 2020. China, the world’s second-largest economy, is forecasted to reach a projected market size of $8.7 Billion by 2027. If your organization is taking part in this hot branch of medicine, and doing it well, make sure you’re sharing it. Physicians are eager to learn more about this developing field.
5. Leaders in the Field
As professionals, we look to the leaders in our field to learn and improve. Physicians do, too. If one of your physicians, products, or services is a leader in the market, spotlight them in your content. Highlight articles that your staff has authored or conferences your physicians have spoken at. Physicians will want to either learn from your team, refer their patients, or use your services—a win in any book.