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DocDoc's Guide To Digital Marketing

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What's In the Guide: …

What's In the Guide:
How to generate more patients online
Social media's impact on healthcare
Understanding search engines
Email & content marketing
Using analytics to measure ROI
DocDoc also describes the benefits of 17 popular social networks, including: Facebook, Twitter, Quora, Foursquare, Pinterest, Flickr, Google+, LinkedIn, Myspace, Digg, Reddit, Naver, Scribd, Slideshare, Vimeo, Tumblr and Stumbleupon.
"Most doctors we speak to are looking for fresh insights and ideas that can help make their medical practices more visible online," said Kaiying Chin, Director of Business Development at DocDoc. "We published our guide to digital marketing to help our network of doctors learn how to become better Internet marketers, attracting new patients at an affordable ROI."


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  • 1. facebook.com/DocDocAsiawww.docdoc.com Tel +65 6684 8880DIGITAL MARKETING$995 SGD
  • 2. TABLE OF CONTENTSWhat Is Digital Marketing? ........................................................................Online Growth & Consumer Empowerment ........................................Traditional Marketing Is Struggling .........................................................Digital Marketing Generates Cost-Effective Leads ............................How Social Media Is Altering Healthcare ..............................................How Do I Get Started ..................................................................................Digital Marketing Starts With Your Website .........................................Understanding Search Engines ..............................................................Content Marketing ........................................................................................Marketing Through Social Media ............................................................Foursquare ............................................................................................Flickr ........................................................................................................Facebook ..............................................................................................Twitter .....................................................................................................Quora .....................................................................................................Pinterest ................................................................................................Google + ...............................................................................................LinkedIn .................................................................................................Myspace ................................................................................................Digg .........................................................................................................Reddit .....................................................................................................Naver ......................................................................................................Scribd .....................................................................................................Slideshare .............................................................................................Vimeo .....................................................................................................Tumblr .....................................................................................................Stumbleupon ........................................................................................Page4567913131618202223232424252626272728282929293030
  • 3. Search Engine Optimization .....................................................................Using Analytics to Measure Conversions .............................................Nurturing Leads Through Email Marketing ..........................................DocDoc: Your Digital Marketing Partner ...............................................Get Ready to Generate More Patients ..................................................Value-Added Services ...................................................................................................................................................................................Doctors Love DocDoc ................................................................................Sign-Up today ................................................................................................Appendix .........................................................................................................Page31333637373838393940
  • 4. ...............................................................................................4Tel +65 6684 8880Whenitcomesdowntoit,marketingisaboutdemonstratingthe value of your health services to patients in a waythat convinces new customers to try you and currentcustomers to stay with you.A sector of marketing known as digital marketing isthe advancement of your company goals using oneor more digital channels, such as the Internet, email,smartphones, social networks and the like. This couldsmartphone, posts to your Facebook page, or addingTheadvantagesofdigitalmarketingareastronomical.marketing channel whose cause and effect can betracked in detail — providing you with a measurableROI (return on investment).With all of the advantages that come with directmarketing: personal attention to the customer,personalization, motivation to action, cost-effectivecontent distribution, real-time response, low costdigital marketing is fast becoming the preferredmarketing channel for doctors.What is DIGITAL MARKETING?
  • 5. ...............................................................................................5Tel +65 6684 8880information they need before they select a doctor? Asyou know, many go online. Several notable studiessurvey estimate that about 73% of patients search formedical information online prior to seeking the helpof a doctor. 60% of patients trust information postedby physicians. When asked what services theyof patients said availability of appointments, 71%said appointment reminders, and 70% said referral tospecialists.Today, patients are more in control ofthe information they receive and howthey want to receive it. There are alsoall sorts of mechanisms that consumersuse to block marketing messages andsee. About 91% of email users haveunsubscribed from a company emailthey previously registered to receive.About 84% and 25 to 34-year-olds haveleft a favorite website because they foundthe advertising and pop-up messagesto be irrelevant, intrusive, and just plainannoying. In addition, 86% of people skiptelevision ads and 44% of people whoreceive direct mail never open it.73%of patientssearch for medicalinformation online..............................................................................................................................................Today, patients are more in control of theinformation they receive and how they want toreceive it.
  • 6. ...............................................................................................6Tel +65 6684 8880Traditional marketing tends to involve tactics that push products or serviceson customers, while digital marketing techniques rely on earning trust fromconsumers by providing useful information they need to pique their interest.consumers instead of shouting messages at consumers. Digital marketing helpsfor what you have to offer. With digital marketing,consumers choose to learn more about youby engaging with you online.Digital marketing can help your businessin numerous ways. It can boost yoursearch engine rankings, alert potentialpatient leads to your practice and ultimatelydirect them to your website. Digital marketingoverall brand while positioning you as a leaderIn digital marketing, the tactics are completely different. Communication isinteractive, permission-based, and is more of a two-way dialogue rather thana broadcast monologue.Traditional marketing is a one-way communication method in which themarketer provides little to no value to the consumer and rarely educates orentertains.are taking to the Internet to access the information they need to make key buyingdecisions. Digital marketing is built on the idea that your potential customers arelooking for products and services like yours right now, today, this minute, online. Sincethe Internet is a two-way medium, old traditional methods of marketing that simplybroadcast messages to consumers are no longer working as well as they once did.
  • 7. ...............................................................................................7Tel +65 6684 8880With digital marketing, consumers and patients come to you, the physician, viasearch engine searches, referrals, reviews, social media, blogging, from DocDoc.com, and from other types of digital media. In digital marketing, marketers seek toentertain and educate patients in hopes that this compels them to reach out to you.Digital marketing gives you an opportunity to communicate and react directly toyour prospective patients, their needs, desires and complaints. You become moreof a valuable resource to your patients -- but that is assuming you have the timecalculate return on investment. Organizations in every industry are shifting budgetsaway from print advertising and allocating more of their budgets to digital. Did youknow that digital marketing costs 62% less per lead than traditional marketing, onaverage? Three out of four digital marketing channels cost less than any traditionalare less expensive than traditional methods.Digital marketing can be measured in real time. As a result,smart about how you deploy your digital marketingcampaigns. Your website analytics can enable youto track your site visitors. You can also build uniquelanding pages that enable you to track conversionrates for content downloads, responses to calls toaction, and more. Digital marketing, especially socialmedia, can help physicians reduce workloads by movingplatforms where consumers congregate/participate in large numbers. Some ofthe most effective digital marketing tactics include content marketing and socialDigital Marketing costs62%less per lead thantraditional marketing
  • 8. ...............................................................................................8Tel +65 6684 8880media. Content marketing includes the creationof white papers, e-books, podcasts, blogs,videos, infographics and more. Whenyou publish content that is educationaland interesting, you can use socialmedia networks and electronic feedscontent is shared and spreads, it cangrow virally.This translates into increasedvisibility for you and your practice.syndicated from site to site, links are created that allmarketing not only helps ensure that your website is found, but content marketingdiscussions.Doctors worldwide are adjusting their marketing budgets to include more digitalmarketing tactics. In fact, the average budget spent on physician blogs, socialmedia participation and digital advertising has doubled over the last two years.The number of marketers who say that Facebook is critical or important to thebusiness has increased 82% since 2010. Two thirds of marketers say that blogscritical or important to their success. More than 67% of B2C companies and 41% ofB2B companies have acquired customers via Facebook. About 57% of businesseshave acquired a customer through blogs, and 42% have acquired customersthrough Twitter.
  • 9. ...............................................................................................9Tel +65 6684 8880Being good at digital marketing can do wonders for the averagedoctor. But before medical professionals can start marketingFor example, many doctors are starting to use social media tonot only communicate with patients, but also as a platform tokeep patients well and informed. By keeping patients healthy,as opposed to just treating illness, doctors can lead the way forchanging how our health care system is utilized and thus reducingthe cost of care.in the social media universe, and they expect to use social mediaas part of their medical practices. Patients are looking to theirnetwork to share medical information and learn more about theirconditions and treatments.Patients increasingly turn toward social media to accesshealthcare and self-diagnose. This change came when patientsthe power of crowd sourcing, which means the healthcareinterpreting information and, essentially, becoming a member oftheir healthcare team.In a way, patients are becoming colleagues of sorts with doctors,which is changing relationships and the kinds of questions andservices a patient asks for....................................................................................................................
  • 10. ...............................................................................................10Tel +65 6684 8880Many medical practices have a Facebook page, although they may not have dedicated,receptionist, or an outside consultant.Use of Twitter is less common among physicians in Singapore. Some doctors inphysicians in Singapore engage in video marketing, but would most likely do more ifthey knew how to create them cost-effectively.and others followed along as surgeons Tweeted short updates on the kidney surgeryto remove a cancerous tumor. In the case of the Henry Ford procedure, Twitter wasabuzz that February day with users both re-Tweeting the messages from Henry Ford andadding their own thoughts on the event. Thatbuzz can help healthcare organizations bothattract new patients.Utilizing tracking and analysis via socialmedia, the website Sickweather.com declareda month and a half before the Centers forSickweather was able to make this claim afterSeptember. Sickweather also observed a roughly 30 % increase in the total volume ofForward-thinking physicians sometimes join forces with prominent bloggers andcelebrities to publish advertorials and other digital activities in hopes that some will
  • 11. ...............................................................................................11Tel +65 6684 8880some doctors offer free medical services in an exchangefor positive blog posts of video testimonial.Want to be the physician of choice who is called by thenews media for expert commentary? About 70% ofneed, according to a Middleburg Communications surveyreported by PR Week.Europe that focuses on technology, mHealth and social media is a testament to theoutlined best practices and strategies to leverage social mediato increase patient engagement, education and retention.The Mayo Clinic began podcasting in 2004, and laterits-kind social media center focused on healthcare. Withthe most popular medical provider channel on YouTube,Mayo Clinic has more than 450,000 followers on Twitter,and more than 300,000 Facebook fans. Mayo Clinic isempowering its patients and employees alike totell their story with its Sharing Mayo Clinic blog,in addition to its news blog and podcast blog.efforts, Mayo Clinic experience an 8,000%increase in downloads of its podcaststhanks to using three free social channels.In 2008, Mayo began to leverage socialmedia tools for internal communications.
  • 12. ...............................................................................................12Tel +65 6684 8880...........................................................................................................................strategic plan. In addition, Mayo embraces an innovative use of video and a hybridclinic created its Mayo Clinic Center for Social Media (MCCSM) to provide training andresources to help accelerate effective adoption of social media in healthcare. Throughthis work, Mayo Clinic seeks to help improve health literacy, healthcare delivery andpopulation health worldwide.Terence Kee, Senior Consultant of Renal Medicine atof social media for the local medical communityManagement Congress. In it Dr. Kee discusses thevery modest adoption rates of social media amongphysicians engaging with patients in comparison to therate in which physicians interact with one another or theirown professional communities. About 67% of physicians usesocial media professionally, however only 3% utilize the channel to engage with patientcommunities or directly with patients. Dr. Kee believes this to be a great opportunityguidelines are upheld.According to a 2011 report by KPMG International, the adoption of medical social mediain Southeast Asia severely lags behind the rates of adoption in the U.S. and Europe.The reluctance is partially due to the fear of immediate feedback from patients. Howeveraccording to recent studies, the fears are largely unfounded and therefore SoutheastAsia is a market that is severely under-served in the social media space, particularly inthe area of physician-patient engagement. Physicians in Singapore often hire outsidecompanies to handle search engine optimization and search engine marketing, but few
  • 13. ...............................................................................................13Tel +65 6684 8880An optimized, informative website is the foundation of your digital marketingwindow into your world.Great websites should have information about the specialties you treat,your credentials, pictures and videos about your facility and your staff, aswell as lead forms and other modes of interaction such as live chat, thatmake it easy for visitors to contact you.DocDoc.com can serve as your primary website or as asecondary web page. Generally, the more places yourbrand is discoverable online, the better.100%of doctors boost theironline presence usingDocDoc*
  • 14. ...............................................................................................14Tel +65 6684 8880ability to build a strong reputation online that creates powerful connections withon DocDoc to connect with new patients and generate new and repeat onlineappointments. Most doctors on the DocDoc platform are able to substantiallySome companies wonder why they needDocDoc. It may be true that social mediaplatformslikeTwitter,FacebookandPinterestare becoming destinations in their own right,but the fact is that websites and DocDocBusinesses are among the biggest andpublishing requires doctors generate editorialcontent that is interesting, informative,relevant and useful for their various customersegments. Never underestimate the poweron DocDoc. They are a valuable extensionof your brand.Doctor websites and their patient usability isanimportantareaformedicalpracticestofocuson.Thereisacommonmisconceptionlonger the only place patients go to for information about a doctor.
  • 15. ...............................................................................................15Tel +65 6684 8880According to Google, by the end of 2013, more peoplewill use mobile phones than desktop PCs to go online.Most brands have an opportunity to improve their onlineit, nobody wants to browse a desktop website on theirsmaller smartphone screens. Research on portablewebsite usability reveals that mobile-optimized websiteswhich can have a positive impression on your practice.pages on DocDoc mobile-friendly.DocDoc is mobile ready - we tailored DocDoc to meetwebsite automatically detects if a patient is tryingto access it using a mobile device and serves up amobile-optimized version of our website, ensuringthat every visitor has the best possible onlineexperience. DocDoc also has a dedicated iPhoneapp available free from the Apple iTunes store at:http://tinyurl.com/a5y5dz7.
  • 16. ...............................................................................................16Tel +65 6684 8880When your potential patients are searching for yourservices online, they type words related to what theyneed into popular search engines such as Google,Yahoo, Naver, Bing and Daum. These terms are calledkeywords.every aspect of your digital marketing presence — website, social media accounts,blog, and more — with these keywords.When you consistently publish fresh, relevant, link-worthy content to all your webproperties, no matter what format (text, video, podcast, images), your practice canproperties, which in turn, will results in additional patients for your practice.
  • 17. ...............................................................................................17Tel +65 6684 8880You can also bid on search engineSEM or PPC search. Google Adwords is ayour own and keep costs to a minimum.But you will need to take the time to learn how to use the tools, do lots of research,create landing pages, deploy tracking codes, and other technical requirements.An easier way to get into paid search is to hire a search marketing consultantor agency to help you. They will charge you for this service and it can get ratherexpensive. Before going down this path, be sure research the agency or consultantcontract.Alow cost way of getting involved with paid search is to sign up with DocDoc. We bidon between 2 to 3 million medically-related keywordsclick on DocDoc keyword campaigns may beif they search for keywords relating to yourlocation or medical specialty. Even if you havehired a digital marketing agency, you should alsosign up with DocDoc because we are the marketleader in paid search advertising for patientslooking for a doctor...........................
  • 18. ...............................................................................................18Tel +65 6684 8880Getting discovered online largely depends on the quality, format, amount,frequency and consistency of the content that you publish online. Contentmarketing can differentiate you from your competitors and can stimulate theacquisition of new patients or help with the retention of existing patients.In order to excel at content marketing, you must understand your audienceand continuously publish compelling multimedia content. Ask yourself whoyour patients are, what their needs are, and what useful information can youpublish and share to help them? Top tactics for publishing content includearticles, white papers, ebook, case studies, podcasts, blogs, vlogs (videoblogs), and more.Usually300-1,000wordslong,an givesyourpatientsusefulinformationabout a topic related to your services, medical conditions, treatments, etc.In contrast, a is a more document that is much longer in lengthwith lots of in-depth material included. Other types of data-rich documentslike white papers generally present a known problem, discuss a solution,persuasively position your practice as best source for solving that problem,are similar to white papers, but areless formal in content and tone. The content isbroken up into smaller chunks to help readersskimorscan.Ebookcontentisconceptcentric,has lots of visual elements and is written in amore conversational manner.............................................
  • 19. ...............................................................................................19Tel +65 6684 8880Aissue for a patient, detailing the objective, why your practice was selected,your approach, what you did, and the results. This case study may includetestimonials captured during an interview.are audio recordings that can bedownloaded or streamed online to a computeror mobile device. Podcasts are conveniencebecause your patients can download them andlisten to it whenever they want.are extremely common content items that are usually under 500words although some well-known bloggers post longer articles. Blogs usuallyfocus on a timely issue, and are used to communicate news and commentary.Your blog posts may mention things like new practice developments, newtreatment options, updates on medications or insurance offerings, seasonalissues, etc.A is video content rather than text. Online video is one of the most powerfulnew forms of connecting with consumers. Video syndication is built on theidea of taking a single online videoand distributing it across as manyvideo channels as possible. TheYouTube phenomenon has allowedaudiences to interact, comment andshare content they really care about.online video channels, which often..................
  • 20. ...............................................................................................20Tel +65 6684 8880times literally wait for new content. When an online experience is about whatto disrupt — they just need to listen and provide content that audiences arealready responding to. Video communities may move viewers up the fanladder faster than other social networks, transforming casual viewers intoloyalists because the channel allows fans to share their thoughts and ideasfans (and the brands themselves).or information graphics are visual representations of informationthat present complex info quickly and clearly. refer to interactivevirtual conferences or seminars facilitated via the Internet.In digital marketing, content is the key to your success. But how do youpromote it? One of the best ways to market your content is through socialmedia platforms. You can use social media to help facilitate consumerchoice, spread your message in a cost-effective way, and drive loyalty. Youcan use social media to offer wellnessand prevention information to patientsthroughout their lives, not just when theyneed your healthcare services.Social media is all about listening, learning,building relationships and bringing valueto communities that are relevant to yourorganization. Social media requires a long-term lifetime commitment to connecting
  • 21. ...............................................................................................21Tel +65 6684 8880with your audiences and an authentic personal way through online dialogue.Social media is all about engaging and sharing and is much more than justhaving a presence on each platform.Social consumer archetypes can be roughly broken down into fans (peoplewho like or admire brands, products and/or services), followers (people whoregularly consume information involving a brand), advocates (people whoothers to make purchases based on their credibility and what they share).but rather the depth and reach of their connections. So, for example, 40 fanson Facebook or followers on Twitter might have 3 times the impact that 400do. They key is to understand these archetypes as personalities and discoverhow to best leverage them as customers or potential customers.mean a lot of different things.that everything we measure fora return is based on context:What business goals are beingthese product alliances or more geared towards brand awareness? By askingstrategy leads your tactics and set reasonable metrics to measure success.
  • 22. ...............................................................................................22Tel +65 6684 8880Sociable means that you as a company are actively engaging in onlineconversations with your customers. Shareable means that you are activelyoffering up content to your customers that gives them a closer look into howyou operate your business, and the values by which you offer up your productsand services. One is just as important as the other: think of it as leaving partyfavors after a long dinner conversation, so that your customers will becomerepeat visitors to the next party you throw. Being shareable is about howwell you embrace the concept of the giving web (aka Web 2.0, Web 3.0,social web, etc.). The giving web is about getting back what you give. Beingthe Law of Reciprocity, the force that ties the bonds of online communities.Foursquare check-in activity can give you some of the most critical, real-physical spaces. This information can be used for any industry becauseGranted, many core customer or B2B targets may not use location-basedbetter off anticipating their behaviors wherever and however you plan togo to market........
  • 23. ...............................................................................................23Tel +65 6684 8880Flickr is probably one of the most underrated social networks out there.Some companies use it almost exclusively to feature new products, andto elicit qualitative feedback from their customers. Flickr is more than justcustomers to see the personality of a brand because the interactions withits rich content are emotional, and the exchanges people have around thatcontent become way more personal.Most companies — and most brands — feel like they need to have aFacebook page. Facebook is one of the most amazing social mediaplatforms you can use, that is, if you invest the time and the effort toare a multitude of strategies for effective community management onFacebook; the key thing to remember is that Facebook, above and beyondanything else, is a place for people to share and connect without feelingbombarded by ads or constantly being marketed to. Companies need tounderstand this and be sensitive to the fact that people are on Facebook todiscover new things. So give them something new and exciting to connectwith that relates to them, not so much your brand or your suite of productsand services...............
  • 24. ...............................................................................................24Tel +65 6684 8880Twitter is a conversation engine, not an ad network, or a place to merelyservices on Twitter, but remember that conversations require balance —would you harass your family or friends in this way? Maybe you would,but most people want to feel comfortable entering a new conversation. Soshare information about your company or your brand that is insightful andworthy of sharing — they can be useful tips, perspectives on an industry,or just casual conversation. The more you give on Twitter, the more youget back.Quora is proving to be the most optimal alternative to the always-popularAnswers.com and Ask.com. The difference between Quora and these sitesin terms of social curation is that it allows users to create new threads andany topic you can think of, and allows users to either search for topics ofQuora is also used as a primary research tool for companies seeking theopinions and feedback of subject matter experts not commonly foundthrough normal search or recruiting processes...............
  • 25. ...............................................................................................25Tel +65 6684 8880Pinterest has become one of the preeminent social curation tools. In fact,the number of daily Pinterest users has increased by 145% since January2012. By simply adding a bookmarklet to a browser, users can literallythen connect to other users who have like interests. Being that Pinterestpotential remains to be seen, but it has already shown great promise in itsability to allow users to tell somewhat personal stories through compellingimagery. A few of the more progressive and innovative companies like GMhave been using the platform to inform people about their rich historiesand to connect with new advocates........Is social media as effective for B2B companies as it is for B2C companies?Social media, as a practice and an emergent discipline, is effective for what wecompanies of today — the likes of Burberry, 3M, Cisco, Dell, Intel, and Levis—these companies use social media channels in a coordinated manner to tietheir business interests with their outreach, such that information is shared inreal-time, and marketing efforts are empowered, regardless of whether theyare reaching out to partners or consumers. Remember: social businessesare agnostic when it comes to communicating well, listening to and buildingrelationships with their customers.
  • 26. ...............................................................................................26Tel +65 6684 8880Google+, which is now home to more than 400 million members and attracts100 million active monthly users, was initially misconstrued as a Facebookor a Twitter knock-off, which is completely untrue. G+ has several uniquefeatures. First, it allows users to write in long-form; in a world of limitedcharacters (such as Twitter), this adds a layer of depth that invokes peopleto share more meaningfully. Second, G+ has Circles, which allows usersto separate their various social and family groups, so that they can sharemore comfortably. Third, G+ has Hangouts, which is a game-changer forbusinesses, because now they can share to large groups and conductseminars or special events. Another great feature of G+ is its use of utilities(Goggles, Maps, etc.) which can be used in conjunction with its social(http://bgr.com/2012/09/17/google-plus-stats-2012-400-million-members/)companies who use the social network on a daily basis get a ton of mileageout of it. LinkedIn is often used as a business networking tool, but it also hasemerged as a great way to connect people via areas of common interest;among many other things, it is a place where industry expertise is shownin spades — from discussion groups, to branded pages and more recently,storefronts. There are lots of marketing opportunities on LinkedIn. Youhave the option to run targeted ads (with really high click-through rates), torun editorials (the Obama camp did this with great success) and you canmarket things like seminars such that your participants can leverage theirnetworks. LinkedIn is easily one of the most powerful social business toolsthe web has to offer...............
  • 27. ...............................................................................................27Tel +65 6684 8880ThevalueofDiggisinitsnewscurationcapabilities.Diggisagiantrepositoryfor organizing information via popular categories (Business, Entertainment,Gaming, etc.), so that users can engage with relevant stories and so thatthey can engage with the sources themselves. If you are company that hasvalue of MySpace is not so much in its ability to act like a Facebook ora Twitter by powering conversations, but rather in its ability to power thediscovery of entertainment content, or what the network has coined asincluding its Video, Music and BeachHouse products — applications thatare actually quite sophisticated in their features and their reach. If you arecompany that is looking to reach a younger audience, MySpace simplycannot be ignored...............In addition to social media, reviews and forums are powerful tactics underthe digital marketing umbrella. The more positive reviews you have aboutyou and your practice, the higher you will appear in the search rankings. Inaddition, forums provide a way for your patients to ask questions and shareinformation with their peers. Having a presence in forums means that you havean opportunity to participate in these conversation and engage with potentialpatients. Aggregators are another important component to digital marketing.multiple online sources. Two of the best-known aggregators are Digg andReddit.
  • 28. ...............................................................................................28Tel +65 6684 8880subject matter expertise of any kind and on any level, Digg is important intwo ways: for dispensing information, and for discovering people (potentialcustomers) who are interested in that information. When Toyota was goingthrough a major recall in 2010, one of its top executives used Digg to sharecritical information about the situation to millions of concerned people soas to manage and revive the reputation of the brand.and index content from a wide array of industries and interest categories.Similar to Digg, Reddit uses curation techniques (whereby users submitThe value of Reddit for a company or a brand is in what it offers as aresearch tool.paid search programs, news, shopping, and fan cafes —which are onlinecommunities that let you chat with people who share your interests.The value of Naver is a huge user base. Naver alone accounts for 77 %of the entire South Korean search engine market, followed by Daum.net,which takes about 11%...............
  • 29. ...............................................................................................29Tel +65 6684 8880Scribd is described as a social publishing site — in addition to allowingusers to post presentations and white papers, it literally supports thedistribution of eBooks, and now boasts a network of over 150 majorpublishers in its partner program. What does this mean for you and yourbusiness? It means that if you have something valuable to share in theway of subject matter expertise, you should create it, design it, package itup and distribute it on Scribd.Vimeo is a video-sharing site that has some unique differentiators from itsmain competitor, YouTube. The main thing about Vimeo is that it is trulya way that is far more interactive and interest-driven (YouTube has contentWhile often thought of as a slide sharing competitor to Scribd and Docstoc,Slideshare stakes its claim literally as the preeminent slide hosting service.Beyond that, Slideshare has a robust community of users who are veryinvested in sharing intellectual information on a wide array of subjects;House, NASA, World Economic Forum, Hewlett Packard and IBM includegetting the best traction you can have......................
  • 30. ...............................................................................................30Tel +65 6684 8880channels, but very little if any community interaction). Vimeo also runsinterest communities to cross-promote their stories and/or serial episodes.Vimeo is a great tool for companies and brands looking to tap into creativegroups that can advocate on their behalf, or to connect with new interestgroups.Posterous do this to a large extent, Tumblr has created a means for usersto express themselves in more unique ways. For example, a Tumblr userarea of passion or interest, and quickly attract a community of like-mindedusers. The value of Tumblr resides in the strength of its users (over 50%of them are under the age of 25), and the ease of its functionality. Thiscombination is powering the next generation of artists and thinkers —which means it would behoove any company to tap into its communities,whether as a research tool, a marketing tool or both.In not-so-subtle contrast to Digg and Reddit, StumbleUpon started out asa social bookmarking tool. Social bookmarking sites are centralized onlineservices that enable users to add, annotate, edit and share bookmarks..............
  • 31. ...............................................................................................31Tel +65 6684 8880to reach information about the subjects they love or might be interested in.or through more organized searches (boxes) of their choosing. With over20 million active members, StumbleUpon is important to any companythat wants to stay on the pulse of what people care about in socializedrobust tools for mobile and browser use.Search engine optimization or SEO describes the set of processes to getresults are what your patient sees when he or she types in a few keywords ina search engine. The results are ranked based on what the search enginesconsiders the most relevant to users.On-page SEO involves strategies to make sure that the pages of your websiteare as search engine friendly as possible. This includes making sure thatthe content is relevant to the search terms patients use most, and makingsure that content is linkable. Off-page SEO involves activities that take placeelsewhere from your website. These activities include building several linksto your site from trusted places on the web and sharing your content online.
  • 32. ...............................................................................................32Tel +65 6684 8880SEO also involves optimizing all images on your website. You can createalt tags that are meant to be an alternative for non-visual browsers whenthey come across images. The text is meant to be used when the image isnot visible on the page. Instead, what is displayed or read is the alternativetext. Missing alt tags on most website images make it hard for humans andsearch engines to identify and rank what the pictures are. Effective taggingcan result in more frequent and higher search results for vertical search suchas image search.Metatagging is a commonly misused termfor website, microsite and applicationoptimization. Most people think of tags asdescriptors that you wrote at the bottom ofpage, blog or video link. This is true, except forthe fact that content must also be optimizedwithin sites and browsers so that searchengines will recognize them and the content will be appropriately indexed.The practice of search marketing and optimization has become a bit of amisnomer in recent years; companies tend to think that they need to sinkthousands of dollars into paid placements. Fact is, social media has entirelyshifted this paradigm in that the richer content you create (such as compellingblog articles) with relative frequency affords you higher page rank withinof targeted placement and compelling content that wins customers.
  • 33. ...............................................................................................33Tel +65 6684 8880You can also boost your search engine rankings by paying attention to localsearch, the process in which users perform searches for services with geographicbuild relationships regionally or locally. This is a huge mistake because, for one,search is now dictated by location and the relevance of content and queries withthat area. A brand must understand and accommodate local markets by creatingrich, informative and fun content that can leverage local vendors, museums,restaurants and other points of attraction, as well as local farming and retailingcommunities. In doing so, these communities will respond and reciprocate by usinga product that is being endorsed by vendors in a local market,or in local stores. At the end of the day, local advocatesare your strongest supporters, and the long tail oflocal advocates actually comprises your massmarket, in most cases.“.............................
  • 34. ...............................................................................................34Tel +65 6684 8880In addition to using these techniques to boost organicsearch results, you can also invest in paid searchads on search engines. You might hear thisreferred to as CPC (cost-per-click) or PPC (pay-per-click). Paid search tactics and SEO tactics fallunder the overarching umbrella of search enginemarketing (SEM).A key driver in the popularity of digital marketing is the analytics it offers. Unliketraditional marketing, digital marketing allows you to measure conversions todetermine your return of investment easily.Medical marketers typically experiment withdifferent calls to action — banners, buttons ormessages that are designed to prompt the user toscheduling an appointment or making a call. You can also experiment with differentlanding pages, which are single webpages that users arrive to in response byclicking on a search result, ad or social media message. The goal of a landing pagepage and the subsequent activity to determine the success of an ad..............................
  • 35. ...............................................................................................35Tel +65 6684 8880You can also test and target your efforts to quickly identify the content that is mostrelevant to your patients. Thanks to multivariate testing tools as well as websitetracking software, doctors can see what strategies/tactics are working and makeMultivariate testing has been around for years in the online space, and not much hadchanged until social media platforms like Facebook, MySpace and LinkedIn enteredthe picture. While testing on company pages and sites is important, brands shouldalso keep in mind that the standards for testing between these environments arequite different, as are the metrics for measurement. At a very high level, interactionsmake discoveries.That said, if you are a company wanting to run ads in these different environments,optimize and track elements such as Facebook likes and Google pluses so thatonline media assets you expect to convert people through and inspire them tomake informed choices.
  • 36. ...............................................................................................36Tel +65 6684 8880Also, keep in mind that there are a number of great options with which to run andtest ads, such as Facebook Social Ads and Sponsored Stories, which have reallychanged the way people connect through advertising. On the backend, socialnetworks like Facebook can provide strong optimization and tracking solutions forROI and how to keep developing ad creative that works.....................Digital marketing is about fostering relationships and loyalty with your onlineaudience. Once you have customers or prospects that have provided you with theiremail addresses, you can nurture the relationship with email marketing.One tactic involves drip campaigns, a set of automated messages to your customersand prospects that reach them at the right moment to move them through the salesinformation they enjoy in a cost-effective manner.Email newsletters are another tactic that you can use to build relationships withyour patients and potential new patients. In an opinion survey administered by
  • 37. ...............................................................................................37Tel +65 6684 8880DocDocisonamissiontochangethewaydoctorsmarket themselves online with an extraordinarycontent publishing platform, performanceinsights & patient acquisition campaignspowered by some of the best minds in digitalvendor, but rather, a complimentary marketingcost-effectively.or dentist in Singapore or South Korea and book an appointment online. Thousandsof doctors utilize our appointment booking platform to acquire new patients everyday...............................
  • 38. ...............................................................................................38Tel +65 6684 8880At DocDoc, we augment your current marketing program by becoming yourgo-to digital marketing partner to expand your digital footprint.A free web page on DocDoc to help you get found easierUpload your own custom content (pics, videos, blog posts, personalstory, and more)Low-cost content production offered by video/photo vendorsExtensive daily advertising exposes your practice to thousands ofpatientsFree white papers, giveways and invites toexclusive eventsYour practice gets promoted in social mediacase studies and in press articlesOptional doctor performance reports (insightsinto your brand vs. your competitors)
  • 39. ...............................................................................................39Tel +65 6684 8880Try DocDoc for free, cancel anytime. Simple 10 minute set up & quick training process.Find out how we can help YOUR medical practice achieve remarkable results by calling toschedule your FREE consultation: +65 6684 8880.Or register online at: https://www.docdoc.com/en/join/accountinfo“DocDoc is an accessible, fair platform where doctors canshowcase their services, provide updates on recent medicaladvances based on their clinic experience, and increase theirEndovascular Centre...........................
  • 40. ...............................................................................................40Tel +65 6684 8880APPENDIXHere are links to information and resources cited within this guide.5 Examples of Social Media in Healthcare Marketinghttp://www.toprankblog.com/2010/01/social-media-healthcare-marketing/http://www.healthyworkplaces.info/wp-content/uploads/2012/04/health-care-social-media-report.pdf70 Percent of Journalists Use Social Networks to Assist in Reportinghttp://blog.journalistics.com/2009/70-percent-of-journalists-use-social-networks-to-assist-in-reporting/Mayo Clinic Center for Social Mediahttp://network.socialmedia.mayoclinic.org/Social Media in Healthcare Marketing: Making the Casehttp://www.toprankblog.com/2009/10/social-media-in-healthcare-marketing-5-tips-for-approval/Increasing Importance of Social Media in Healthcarehttp://www.kpmg.com/Global/en/IssuesAndInsights/ArticlesPublications/Issues-monitor-healthcare/Documents/im-healthcare-october-2011.pdfWhy Your Business Needs a Mobile Website Right Nowhttp://mashable.com/2011/12/16/mobile-website-tips/12 Statistics that Make the Business Case for Pinteresthttp://www.marketingpilgrim.com/2012/11/sponsor-12-statistics-that-make-the-business-case-for-pinterest.htmlGoogle+ Now Home to 400 Million Total Users,100 Million Active Monthly Usershttp://bgr.com/2012/09/17/google-plus-stats-2012-400-million-members/
  • 41. ...............................................................................................41Tel +65 6684 8880Naver, the Google of South Koreahttp://searchengineland.com/naver-the-google-of-south-korea-11627Digital health perspective: Chris Boyerhttp://www.pharmaphorum.com/2013/01/08/digital-health-perspective-chris-boyer/Social Media Now Tracks Flu Faster Than the CDCand Social Mediahttp://www.hl7standards.com/blog/2012/05/17/doctors20-mhealth-social-mediahttp://www.singhealthacademy.edu.sg/Documents/Singapore%20Healthcare%20Management%20Congress%202012/HM%203.2_Social%20Media%20and%20Medicine%20from%20a%20doctor%E2%80%99s%20perspective.pdfGoogle Mobile Insightshttp://www.google.com/ads/mobile/mobile-insights.htmlWhy Your Business Still Needs Newslettershttp://www.pcworld.com/article/254944/why_your_business_still_needs_newsletters.html*Every doctor who has registered to do business with DocDoc has increased their onlinepresence by having their medical practice and available appointment times appear in patientgenerate thousands of patient visits to our website each day, along with lots of appointments.and machine learning algorithms to match patients with the right group of doctors. This meansthat on average, signed doctors on our platform will appear in patient search results dozensof times per day. For popular medical specialties such as dentistry, this number can be in thehundreds or thousands each day. Signed doctors on the DocDoc platform consistently tell usthey are extremely happy with the additional online exposure (and new patients) we provide.
  • 42. ...............................................................................................42Tel +65 6684 888031 Rochester Drive, Level 24 SingaporeSingapore 138637Phone: +65 6684 8880Email: mail@docdoc.com