Doximity

Farris Timimi, MDMedical Director, Mayo Clinic Center for Social MediaSeptember, 2013

Doximity and SermoProvider Specific Social Media

Agenda

• Provide an overview of physician centered social media sites

Doximity and Sermo• Think LinkedIn (Doximity) vs Facebook

(Sermo)

• Perhaps a better analogy may be LinkedIn vs MySpace, circa 2010

What is Doximity?• Doximity is a physician oriented social media site

• Started by Jeff Tangney, founder of Epocrates

• Rapid growth in the last year, now approaching 170,000 physician members (25%)

• One of the ACP survey top 5:• Epocrates, Medscape, MedCalc, Skyscape, and

Doximity

Doximity• In essence, it serves as a physician version of

LinkedIn

• Once you join, it automatically populates your profile with graduating medical school

• You personalize your profile with your image, educational background, employment history

• Once you do so, Doximity links to physicians you trained with

• Although it requires an active license to join…..

Public Facing Profile

Five elements of Doximity• Customizable personal profiles: areas of

expertise, publications

• Directory of all U.S. physicians, searchable by location, specialty, medical school, and languages spoken

• Directory of pharmacies, hospitals, labs

• Private phone list for colleagues

• “DocText”: HIPAA-compliant mobile messaging system allowing docs to exchange encrypted texts/photos & receive receipt confirmation

Five elements of Doximity• First four features are basic-i.e., a physician

version of social networking site• Populate a profile within a confined system• Define a list of other users with whom they

share connection• View and navigate their list(s) as well as lists

made by others within the network

Five elements of Doximity• In essence, targeting docs who may avoid

Facebook or LinkedIn because they’re not HIPAA-compliant

• (And the population of docs isn’t large enough to make it worth either company’s time to develop compliant versions)

DocText• DocText is more unusual

• Encrypted end to end messaging

• MD to MD communication: E-mail lacks PI comfort, fax lacks receipt confirmation

• Doximity can send a push notification via phone or the Web. You enter your pin code, and you go straight to the message and it’s counted as viewed, and a time-stamped confirm-receipt message gets pushed back

Interesting Collaborations

Revenue?• Charge recruiters for job listings delivered via the

app (9-10K/15 per month)

• Offer sponsored access to online courses for CME

• Offer a vanity badge premium model to hospital systems

• Pharma affinity data for marketing research

Why consider joining Doximity?• Intuitive Rolodex

• Allows users to search for provider by region, language spoken, area of specialty

• Automatically populates your profile with Pubmed data

• Allows for online faxing and text-messaging from unified inbox in a HIPPA compliant fashion

• Reputational management (public facing profile, US News collaboration)

• Tracking “lost” colleagues

DocNews

DocNews

DocNews

DocNews

DocNews

Doximity• Advantages:

• Precise referrals• Secure messaging• Secure sharing of cell phone numbers and

backlines

• Reputational management

• US News World Report collaboration

• Easy CME

Sermo• Response to Merck’s Vioxx recall

• Early crowdsource signals of adverse drug reactions

Sermo• May 2007, Sermo announced a partnership with

AMA

• Partnership gave docs ability to access AMA publications

• In return, AMA received limited access to read content on Sermo and create postings to which doctors can respond directly

• Partnership severed in July 2009

Sermo• “As physicians, our first step in the healthcare

debate needs to be clearing the air about who speaks for us on what topics. Today, I am joining the increasing waves of physicians who believe that the AMA no longer speaks for us. As the founder and CEO of Sermo, this is a considerable change of heart, given the high hopes that I had when we first partnered with the AMA over two years ago. The sad fact is that the AMA membership has now shrunk to the point where the organization should no longer claim that it represents physicians in this country.”

Sermo• The intent: docs use Sermo by logging in and

creating posts that explain difficult clinical situations that they’re facing

• Then other docs in the Sermo network weigh in with comments

• The conversation isn’t just limited to specific patient cases. It also extends to a discussion of current events, including the latest on medical devices and pharmaceuticals.

Sermo• As of 2012, Sermo sold to WorldOne, a health

care information company, for 35 million

• No longer has physician leadership

Sermo• Medical industry pays Sermo to find out what the

physician community is saying

• Companies conduct focus groups/surveys to find out what doctors think about specific products

• Sermo’s customers include eight of the top ten pharmaceutical companies in the world.

Sermo• Sermo launched prior to the arrival of Twitter

• Sermo allows for anonymous membership• Can be associated with unproductive and

unprofessional discourse

Sermo

What about our learners?• StudentDoctor.Net

• 320,000 registered members• 11 million posts• Over 100 volunteer forum moderators• In the last 90 days, over 60,000 active forum

members

Agenda

• Provide an overview of physician centered social media sites

For Further Interaction:• @FarrisTimimi on Twitter

• timimi.farris@mayo.edu

• http://socialmedia.mayo.clinic.org

• https://www.facebook.com/MayoClinic

• http://pinterest.com/farristimimi