The Power of a Nationally Focused Campaign
Jan 06, 2020 | Kelly McKenna - AVP of Hospital Partnerships
When it comes to whether a hospital should market nationally or regionally, many choose to stick to the local market. Unless you have a nationally known brand, consumers might not recognize you or make the connection when necessary. With physicians, on the other hand, a national campaign can be very effective.
When it comes to targeting at Doximity, hospitals tend to be intimidated by the idea of sending a DocNews® campaign to a national audience. They have the same worry that they would for consumers: that their brand is not well-known in other parts of the country or that the piece will perform better with a more regionally-focused send.
In reality, we find something very different happens. For clients who utilize our proprietary Ally Model, there is a unique opportunity to look beyond the boundaries of geography to identify potential physician brand allies across the country. Our team uses our connectivity data to determine the affinity between a hospital’s physicians and those outside of their network in ways where more obvious data points, like geography, might be misleading. Using data such as which physicians trained, co-authored, or worked with your own physicians, Doximity is able to help tailor your target specifications to an audience size of your choosing with our Ally Model.
Recently, a hospital posted a DocNews® story on CAR T-cell therapy to a multi-state coastal audience. They were pleased with the performance of this piece on a regional level and decided to follow up with a national send using Doximity’s Ally Model. They were very surprised to see that the national send actually outperformed the regional send, boasting a 9% higher view rate.
The Ally model is a great way to save time without sacrificing results. It also allows marketing teams to do national brand awareness campaigns based on the target audience size of their choosing instead of spending time narrowing down the list based on geography. Most importantly, this targeting approach helps get messaging in front of the physicians who are most likely to be interested in the content, and in turn, helps hospitals see great results.