PM360 2021 Trailblazer Awards Marketer of the Year Zoe Cohen

Zoe Cohen, Vice President of Product Marketing, Doximity, Inc.

As the pandemic roiled healthcare throughout 2020, the traditional interactions between healthcare professionals (HCPs) and the life sciences industry were disrupted. While reps were no longer able to get in-person access to HCPs, Zoe Cohen ensured that her team at Doximity continued to support its life sciences customers by leading the charge to revamp all of their collateral to reflect this new environment and help companies reach the 1.8 million healthcare professional members within Doximity’s network.

Furthermore, Zoe helped the company launch new offerings that enabled enterprise customers to connect with physicians virtually rather than through field sales representatives. Over the course of the year, she and her team were able to significantly increase the number of new clients, and the new initiatives allowed marketers to reach their physician customers during the COVID-19 pandemic.

The company recently reported 100% year-over-year revenue growth, during an earnings call in early August. Additionally, the company revealed that over the last 12 months it has seen a 167% net revenue retention rate due to existing clients signing larger contracts, which in part could be attributed to a median ROI of 10:1 for its pharma clients. In the first quarter of 2021 alone, the company reported a net income of $26.3 million with a net profit margin of 36%.

Leading the Digital Revolution

Even before the pandemic, Zoe was sensitive to the challenges pharma manufacturers had to overcome when it came to communicating with physicians about prescription treatments. Traditional sales and marketing channels such as scientific journals, industry conferences, and other offline methods were lacking the efficiency of digital platforms, and Zoe was eager to help marketers make the shift to digital.

She makes it a point to keep a watchful eye on industry trends in healthcare and digital marketing, which have guided her strategy and driven her team’s success. One of her areas of focus has been personalization at scale; using proprietary first-party data to deliver personalized formulary, efficacy, and safety information, as well as industry support to physician members on the Doximity network.

Ultimately, her proven track record of implementing strategic and successful marketing strategies and engaging key stakeholders in the healthcare industry—including physicians, patients, and payers—has proven to be invaluable to Doximity. And her extensive background in digital and mobile strategies, product marketing, brand management, market research, and strategy consulting have helped to fuel the company’s recent growth.

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