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Physician Communication:
Inform Strategy Through Research
Sharon Applestein, Director of Institutional & Service Line Marketing
Therese Lockemy, Director of Internet Marketing & Social Engagement
@tlockemy
Johns Hopkins Medicine
May, 2017
The Why
Challenges and Constraints
2
3
What we do
Printed communication
4
5
Physician Portal
6
Video Content
E-Newsletters
7
8
E-Blasts
9
Physician Marketing Mix
10
Colleague Connect
11
Market research
12
Methodology
13
Quantitative
156 questions on:
• Communication preferences
• How they want to receive
information/content from Johns
Hopkins – print vs
digital/electronic
• Professional use of internet and
social media
Telephone survey of 300
specialists in Virginia,
Pennsylvania, Delaware,
New Jersey and Florida
• 65% male; 35% female
• Research conducted by
Professional Research
Consultants
• Branded as Johns Hopkins
research
Based on our marketing experience and results
• Clinical Connection Web Portal
• LinkedIn Campaign
• Native Advertising on Medscape
• E-blasts
• E-Newsletter
• Non CME Webinar Registration
14
Data Driven Insights
“Very Valuable” Responses
25.8%
32.5%
33.3%
34.2%
34.2%
41.4%
42.1%
54.2%
0.0% 20.0% 40.0% 60.0% 80.0% 100.0%
Podcasts in Your Specialty
Video Case Presentations
Emailed Information from Johns Hopkins
Downloadable .pdf Case Studies
Johns Hopkins Website
Print Newsletters Pertaining to Your Specialty
E-Newsletters Pertaining to Your Specialty
Presentations by a Johns Hopkins Physician ata Conference in Your Specialty
Research Question 1Value of Specific Methods for Communications Between
Johns Hopkins and Physicians
(“Very Valuable” Responses)
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
Digital Print In-Person Communication
? ? ?
Research Question 1Value of Communication Methods for Information from Johns Hopkins
Related to Your Specialty
Research Answer 1Value of Communication Methods for Information from Johns Hopkins
Related to Your Specialty
(“Very Valuable” Responses)
57.0%
40.1%
27.9%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
Digital Print In-Person Communication
18
Survey Insights
Most Used vs Perceived High Value
0 10 20 30 40 50 60 70 80 90
MedScape
PubMed.com
Uptodate.com
Specialty association
Most Used Value
What doctors want …
In addition to specialty specific content, physicians want info on
• Newly available techniques
• Latest research and clinical trials
• CME
• Recommended treatment guidelines
• Case presentations – not patient stories
• Protocol for referring patients
19
Preferred Communication Method for Case Studies
79%75%
62%
55%
80%84%
78%
70%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Under 45 45 - 54 55 - 64 65 +
Digital Case Study Provide Name & Email
20
Overall 69.4%
prefer their case
studies digitally
Overall 77.6%
are willing to give
their name and
email address
21
What’s changing
What’s Changing
22
What’s Changing
23
What’s changing
24
25
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17
Clinical Connection Website TrafficFacebook/
Campaign
LinkedIn Campaign
Medscape
E-blasts
Data Driven Insights
Website Traffic
E-News Growth
26
0
500
1000
1500
2000
2500
3000
Q 3 2015 Q 4 2015 Q1 2016 Q2 2016 Q 3 2016 Q 4 2016 Q1 2017 Q2 2017 Q3 2017
E-News Growth
Facebook/
Campaign
E-blasts
LinkedIn Campaign
What’s changing…
27
Downloadable Case Study
28
Personal use of Social Media
29
Social media sites used most
YouTube
Yes 55%
No 45%
Personal
use of social
media
Professional Use of Social Media
Social media sites used most
YouTube
Doximity
30
Yes 31%
No 69%
Professional
use of social
media
31
0 5 10 15 20 25 30 35 40 45 50
YouTube
Doximity
Most Used Value
Survey Insights
Most Used vs Perceived High Value
Likeliness to Click on a Social Post
46%
39%
15%
Likeliness to Click
Very Likely Somewhat Likely Not At All Likely
32
6%
21%
73%
Value of Communications from Johns Hopkins
Highly Valuable Somewhat Valuable Not at All Valuable
What’s changing….
33
LinkedIn Advertising
34
Click Demographics
36
Top Performing Post
Best Practices
• Very engaging Ad Introduction. Your content creates
curiosity which drives engagement
• Covers an interesting topic that’s relevant to your audience
• The landing page was in sync with the purpose of your Ad
• Post performed over LinkedIn benchmarks!
Recommendations• Visuals should be clear and eye-catching to your users
• Reduce the Ad Introduction text to avoid truncation.
LinkedIn Advertising
37
1.63%
1.90%
0.34%0.40%
0.00%
0.10%
0.20%
0.30%
0.40%
0.50%
0.60%
0.70%
0.80%
0.90%
1.00%
1.10%
1.20%
1.30%
1.40%
1.50%
1.60%
1.70%
1.80%
1.90%
2.00%
CTR Engagement
John Hopkins Medicine
LinkedIn Benchmark
Campaign Overview
Impressions Delivered: 632,523
Clicks Generated: 10,044
Average CPC: $5.88
Social Actions: 2,433
Audience CTR and Engagement
Rates exceed LinkedIn’s
benchmarks
by almost 5x
Average CPC below LinkedIn Benchmark
38
$9.0
$6.2 $5.8 $5.9
$-
$2.0
$4.0
$6.0
$8.0
$10.0
November December January
Average CPC Johns Hopkins
LinkedIn Showcase Page
39
Facebook Advertising
40
Reach: 292K
Actions: 7,409
Clicks to website: 4,942
Medscape Native Advertising
41
1. Headline View
2. Message View 3. Follow Up Email
Doximity Colleague Connect
42
Target CriteriaSubject:
Hello from Dr. Daniel Scuba &
Johns Hopkins Neurosurgery
Types of Physicians:
Spine Neurosurgeons &
Spine Orthopaedic
Surgeons
Geography:
PA, DE, WV, VA, DC,
NJ,
NY, FL
Exclusions:
Johns Hopkins Affiliated
Open Rate:
42%
Dear Dr. <Last Name>,
After seeing your profile on Doximity, I would like to connect. I specialize in the treatment of complex
conditions, such as spinal tumors, spinal deformities and scoliosis, and also serve as director of
minimally invasive spine surgery in the Johns Hopkins Department of Neurosurgery.
I have been conducting outcomes research related to surgery of metastatic cancers of the spine as
well as related to adult spinal deformity. You can read about it, along with the latest clinical and
research advancements taking place in the departments of Neurology and Neurosurgery, in
Doorways to Discovery on Johns Hopkins Clinical Connection: https://clinicalconnection.hopkins
medicine.org/news/spinal-tumor-surgery-eliminating-the-gray-area
If you think I can ever be of help to one of your patients, or if you have any questions about my
practice, please add me to your address book, reply directly to this message or feel free to reach me
Regards,
Daniel Sciubbs, MD
Doximity Sponsored Content
43
No Womb for Error
Doximity Sponsored Content Performance
44
By Training
Open Analysis | 52 Specialties Represented
No Womb for Error
31%
23%
23%
18%
7%
7%
7%
3%
3%
Residency
Residency, Internship
Medical school
Fellowship
Medical School, Fellowship, Residency
Medical School, Residency
Residency, Fellowship
Internship
Medical School, Internship
By Experience
Top Specialties
7%
6%
6%
6%
6%
6%
5%
Internal Medicine
Ophthalmology
Psychiatry
Anesthesiology
Cardiology
Radiology
Pediatrics
27%73%
3,650Delivered
1,143Opened
31%Opened
2.97%Clicked
Supporting Physicians &
Encouraging Peer-to-Peer
45
Support and Centralization of Physicians
46
In conclusion
47
Digital and social is
trending upwards.
Research is not
gospel, look at data
driven insights.
Understand your
audience.
Thank you
48
