A Good Story Gets Better:
Shifting the Conversation to Drive Results
Doximity is the leading medical social network, connecting physicians with each other and with relevant news and information. Experiencing rapid, exponential growth, each member of their talented sales team had taken to telling the company’s story in his or her own particular way. The new head of sales wanted to unify the team around a consistent brand story that highlighted the benefits of Doximity to the pharma customer and to develop a robust set of sales tools that would support the team in continuing to drive outstanding results in the field.
Following stakeholder interviews with the core team, we developed positioning hypotheses through a series of customer interviews, capturing key insights on video. Based on the research, we aligned on the brand story and developed a brand book to capture it. Engaging the team at key sales meetings, we rolled out a new suite of sales tools: an interactive capabilities deck, a set of product one-sheets and a ‘splainer video.
Customers began interrupting sales presentations to comment on how uniquely visually engaging the materials were. Good design played a role, but the key shift was aligning the team around a single brand story with the customer as hero – an evolution from previous sales stories focusing on the history of Doximity. As the conversation moved from features to benefits, customers were delighted, and the following quarter saw sales double over the same period year prior.