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Resource Hub DocNews: Definitions and Benchmarks
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DocNews: Definitions and Benchmarks
DocNews is one of the cornerstone tactics in your toolbox. Here's a quick guide to the terminology you need to know to understand strategy and performance.
DocNews: Native, sponsored content delivered on the Doximity Newsfeed and other channels in order to reach a large physician audience to build or reinforce your brand.
Targets: Physicians who had the content inserted into their newsfeed (and network update email if appropriate) based on the target criteria selected.
Impressions: The number of physicians who viewed the headline in the newsfeed (and network update email if appropriate) during the campaign period.
Impression Rate: Unique Impressions/Total Targets
- Benchmark: 26%
Views: The number of physicians who viewed the content landing page during the campaign period.
View Rate: Unique Views/Unique Impressions
- Adult Benchmark: 19%
- Pediatric Benchmark: 21%
Video Views: The number of physicians who viewed the video continuously for at least 2 seconds during the campaign period.
Video View Rate: Unique Views/Total Targets
- Benchmark: 9%
Adult DocNews Benchmarks by Specialty
| Specialty | Impression Rate Benchmark | View Rate Benchmark |
|---|---|---|
| Cardiology | 23 - 33% | 14 - 24% |
| Colon & Rectal Surgery | 44 - 54% | 10 - 20% |
| Dermatology | 10 - 20% | 15 - 25% |
| Emergency Medicine | 46 - 56% | 9 - 19% |
| Endocrinology | 21 - 31% | 11 - 21% |
| Family Medicine | 22 - 32% | 11 - 21% |
| Gastroenterology | 29 - 39% | 12 - 22% |
| General Surgery | 25 - 35% | 11 - 21% |
| Geriatrics | 31 - 41% | 14 - 24% |
| Hematology | 20 - 30% | 6 - 16% |
| Internal Medicine | 30 - 40% | 16 - 26% |
| Nephrology | 28 - 38% | 14 - 24% |
| Neurology | 21 - 31% | 16 - 26% |
| Neurosurgery | 21 - 31% | 14 - 24% |
| Obstetrics & Gynecology | 41 - 51% | 13 - 23% |
| Oncology | 3 - 13% | 11 - 21% |
| Ophthalmology | 41 - 51% | 11 - 21% |
| Orthopaedic Surgery | 20 - 30% | 11 - 21% |
| Otolaryngology (ENT) | 38 - 48% | 12 - 22% |
| Physical Medicine/Rehab | 41 - 51% | 11 - 21% |
| Plastic Surgery | 50 - 60% | 10 - 20% |
| Psychiatry | 36 - 46% | 14 - 24% |
| Pulmonology | 27 - 37% | 13 - 23% |
| Radiation Oncology | 22 - 32% | 15 - 25% |
| Radiology | 46 - 56% | 11 - 21% |
| Rheumatology | 25 - 35% | 19 - 29% |
| Thoracic Surgery | 37 - 47% | 7 - 17% |
| Urology | 25 - 35% | 13 - 23% |
| Vascular Surgery | 50 - 60% | 12 - 22% |
Pediatric DocNews Benchmarks by Specialty
| Specialty | Impression Rate Benchmark | View Rate Benchmark |
|---|---|---|
| Child Neurology | 14 - 24% | 18 - 28% |
| Neonat/Perinatology | 23 - 33% | 14 - 24% |
| Pediatric (General) Surgery | 24 - 34% | 17 - 27% |
| Pediatric Cardiology | 15 - 25% | 18 - 28% |
| Pediatric Endocrinology | 19 - 29% | 19 - 29% |
| Pediatric Gastroenterology | 19 - 29% | 16 - 26% |
| Pediatric Hematology & Oncology | 15 - 25% | 19 - 29% |
| Pediatric Nephrology | 18 - 28% | 16 - 26% |
| Pediatric Pulmonology | 25 - 35% | 16 - 26% |
| Pediatrics | 40 - 50% | 13 - 23% |
* Peds Orthopedics, Peds Urology, and Child & Adolescent Psychiatry data was too small to offer significant benchmarks. Use adult benchmarks for these three specialties when needed.
NP/PA DocNews Benchmarks by Specialty
| Specialty | Impression Rate Benchmark | View Rate Benchmark |
|---|---|---|
| Family Nurse Practitioner | 28 - 38% | 10 - 20% |
| Physician Assistant | 18 - 28% | 23 - 33% |
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