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."

1. facebook.com/DocDocAsiawww.docdoc.com Tel +65 6684 8880
DIGITAL MARKETING
$995 SGD

2. TABLE OF CONTENTS
What 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 ........................................................................................
Page
4
5
6
7
9
13
13
16
18
20
22
23
23
24
24
25
26
26
27
27
28
28
29
29
29
30
30

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 .........................................................................................................
Page
31
33
36
37
37
38
38
39
39
40

4. ...............................................................................................
4
Tel +65 6684 8880
Whenitcomesdowntoit,marketingisaboutdemonstrating
the value of your health services to patients in a way
that convinces new customers to try you and current
customers to stay with you.
A sector of marketing known as digital marketing is
the advancement of your company goals using one
or more digital channels, such as the Internet, email,
smartphones, social networks and the like. This could
smartphone, posts to your Facebook page, or adding
Theadvantagesofdigitalmarketingareastronomical.
marketing channel whose cause and effect can be
tracked in detail — providing you with a measurable
ROI (return on investment).
With all of the advantages that come with direct
marketing: personal attention to the customer,
personalization, motivation to action, cost-effective
content distribution, real-time response, low cost
digital marketing is fast becoming the preferred
marketing channel for doctors.
What is DIGITAL MARKETING?

5. ...............................................................................................
5
Tel +65 6684 8880
information they need before they select a doctor? As
you know, many go online. Several notable studies
survey estimate that about 73% of patients search for
medical information online prior to seeking the help
of a doctor. 60% of patients trust information posted
by physicians. When asked what services they
of patients said availability of appointments, 71%
said appointment reminders, and 70% said referral to
specialists.
Today, patients are more in control of
the information they receive and how
they want to receive it. There are also
all sorts of mechanisms that consumers
use to block marketing messages and
see. About 91% of email users have
unsubscribed from a company email
they previously registered to receive.
About 84% and 25 to 34-year-olds have
left a favorite website because they found
the advertising and pop-up messages
to be irrelevant, intrusive, and just plain
annoying. In addition, 86% of people skip
television ads and 44% of people who
receive direct mail never open it.
73%
of patients
search for medical
information online
..............................................................................................................................................
Today, patients are more in control of the
information they receive and how they want to
receive it.

6. ...............................................................................................
6
Tel +65 6684 8880
Traditional marketing tends to involve tactics that push products or services
on customers, while digital marketing techniques rely on earning trust from
consumers by providing useful information they need to pique their interest.
consumers instead of shouting messages at consumers. Digital marketing helps
for what you have to offer. With digital marketing,
consumers choose to learn more about you
by engaging with you online.
Digital marketing can help your business
in numerous ways. It can boost your
search engine rankings, alert potential
patient leads to your practice and ultimately
direct them to your website. Digital marketing
overall brand while positioning you as a leader
In digital marketing, the tactics are completely different. Communication is
interactive, permission-based, and is more of a two-way dialogue rather than
a broadcast monologue.
Traditional marketing is a one-way communication method in which the
marketer provides little to no value to the consumer and rarely educates or
entertains.
are taking to the Internet to access the information they need to make key buying
decisions. Digital marketing is built on the idea that your potential customers are
looking for products and services like yours right now, today, this minute, online. Since
the Internet is a two-way medium, old traditional methods of marketing that simply
broadcast messages to consumers are no longer working as well as they once did.

7. ...............................................................................................
7
Tel +65 6684 8880
With digital marketing, consumers and patients come to you, the physician, via
search engine searches, referrals, reviews, social media, blogging, from DocDoc.
com, and from other types of digital media. In digital marketing, marketers seek to
entertain 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 to
your prospective patients, their needs, desires and complaints. You become more
of a valuable resource to your patients -- but that is assuming you have the time
calculate return on investment. Organizations in every industry are shifting budgets
away from print advertising and allocating more of their budgets to digital. Did you
know that digital marketing costs 62% less per lead than traditional marketing, on
average? Three out of four digital marketing channels cost less than any traditional
are less expensive than traditional methods.
Digital marketing can be measured in real time. As a result,
smart about how you deploy your digital marketing
campaigns. Your website analytics can enable you
to track your site visitors. You can also build unique
landing pages that enable you to track conversion
rates for content downloads, responses to calls to
action, and more. Digital marketing, especially social
media, can help physicians reduce workloads by moving
platforms where consumers congregate/participate in large numbers. Some of
the most effective digital marketing tactics include content marketing and social
Digital Marketing costs
62%
less per lead than
traditional marketing

8. ...............................................................................................
8
Tel +65 6684 8880
media. Content marketing includes the creation
of white papers, e-books, podcasts, blogs,
videos, infographics and more. When
you publish content that is educational
and interesting, you can use social
media networks and electronic feeds
content is shared and spreads, it can
grow virally.This translates into increased
visibility for you and your practice.
syndicated from site to site, links are created that all
marketing not only helps ensure that your website is found, but content marketing
discussions.
Doctors worldwide are adjusting their marketing budgets to include more digital
marketing tactics. In fact, the average budget spent on physician blogs, social
media participation and digital advertising has doubled over the last two years.
The number of marketers who say that Facebook is critical or important to the
business has increased 82% since 2010. Two thirds of marketers say that blogs
critical or important to their success. More than 67% of B2C companies and 41% of
B2B companies have acquired customers via Facebook. About 57% of businesses
have acquired a customer through blogs, and 42% have acquired customers
through Twitter.

9. ...............................................................................................
9
Tel +65 6684 8880
Being good at digital marketing can do wonders for the average
doctor. But before medical professionals can start marketing
For example, many doctors are starting to use social media to
not only communicate with patients, but also as a platform to
keep patients well and informed. By keeping patients healthy,
as opposed to just treating illness, doctors can lead the way for
changing how our health care system is utilized and thus reducing
the cost of care.
in the social media universe, and they expect to use social media
as part of their medical practices. Patients are looking to their
network to share medical information and learn more about their
conditions and treatments.
Patients increasingly turn toward social media to access
healthcare and self-diagnose. This change came when patients
the power of crowd sourcing, which means the healthcare
interpreting information and, essentially, becoming a member of
their healthcare team.
In a way, patients are becoming colleagues of sorts with doctors,
which is changing relationships and the kinds of questions and
services a patient asks for.
...................................................................................................................

10. ...............................................................................................
10
Tel +65 6684 8880
Many 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 in
physicians in Singapore engage in video marketing, but would most likely do more if
they knew how to create them cost-effectively.
and others followed along as surgeons Tweeted short updates on the kidney surgery
to remove a cancerous tumor. In the case of the Henry Ford procedure, Twitter was
abuzz that February day with users both re-
Tweeting the messages from Henry Ford and
adding their own thoughts on the event. That
buzz can help healthcare organizations both
attract new patients.
Utilizing tracking and analysis via social
media, the website Sickweather.com declared
a month and a half before the Centers for
Sickweather was able to make this claim after
September. Sickweather also observed a roughly 30 % increase in the total volume of
Forward-thinking physicians sometimes join forces with prominent bloggers and
celebrities to publish advertorials and other digital activities in hopes that some will

11. ...............................................................................................
11
Tel +65 6684 8880
some doctors offer free medical services in an exchange
for positive blog posts of video testimonial.
Want to be the physician of choice who is called by the
news media for expert commentary? About 70% of
need, according to a Middleburg Communications survey
reported by PR Week.
Europe that focuses on technology, mHealth and social media is a testament to the
outlined best practices and strategies to leverage social media
to increase patient engagement, education and retention.
The Mayo Clinic began podcasting in 2004, and later
its-kind social media center focused on healthcare. With
the 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 is
empowering its patients and employees alike to
tell 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 podcasts
thanks to using three free social channels.
In 2008, Mayo began to leverage social
media tools for internal communications.

12. ...............................................................................................
12
Tel +65 6684 8880
...........................................................................................................................
strategic plan. In addition, Mayo embraces an innovative use of video and a hybrid
clinic created its Mayo Clinic Center for Social Media (MCCSM) to provide training and
resources to help accelerate effective adoption of social media in healthcare. Through
this work, Mayo Clinic seeks to help improve health literacy, healthcare delivery and
population health worldwide.
Terence Kee, Senior Consultant of Renal Medicine at
of social media for the local medical community
Management Congress. In it Dr. Kee discusses the
very modest adoption rates of social media among
physicians engaging with patients in comparison to the
rate in which physicians interact with one another or their
own professional communities. About 67% of physicians use
social media professionally, however only 3% utilize the channel to engage with patient
communities or directly with patients. Dr. Kee believes this to be a great opportunity
guidelines are upheld.
According to a 2011 report by KPMG International, the adoption of medical social media
in 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. However
according to recent studies, the fears are largely unfounded and therefore Southeast
Asia is a market that is severely under-served in the social media space, particularly in
the area of physician-patient engagement. Physicians in Singapore often hire outside
companies to handle search engine optimization and search engine marketing, but few

13. ...............................................................................................
13
Tel +65 6684 8880
An optimized, informative website is the foundation of your digital marketing
window into your world.
Great websites should have information about the specialties you treat,
your credentials, pictures and videos about your facility and your staff, as
well as lead forms and other modes of interaction such as live chat, that
make it easy for visitors to contact you.
DocDoc.com can serve as your primary website or as a
secondary web page. Generally, the more places your
brand is discoverable online, the better.
100%of doctors boost their
online presence using
DocDoc*

14. ...............................................................................................
14
Tel +65 6684 8880
ability to build a strong reputation online that creates powerful connections with
on DocDoc to connect with new patients and generate new and repeat online
appointments. Most doctors on the DocDoc platform are able to substantially
Some companies wonder why they need
DocDoc. It may be true that social media
platformslikeTwitter,FacebookandPinterest
are becoming destinations in their own right,
but the fact is that websites and DocDoc
Businesses are among the biggest and
publishing requires doctors generate editorial
content that is interesting, informative,
relevant and useful for their various customer
segments. Never underestimate the power
on DocDoc. They are a valuable extension
of your brand.
Doctor websites and their patient usability is
animportantareaformedicalpracticestofocuson.Thereisacommonmisconception
longer the only place patients go to for information about a doctor.

15. ...............................................................................................
15
Tel +65 6684 8880
According to Google, by the end of 2013, more people
will use mobile phones than desktop PCs to go online.
Most brands have an opportunity to improve their online
it, nobody wants to browse a desktop website on their
smaller smartphone screens. Research on portable
website usability reveals that mobile-optimized websites
which can have a positive impression on your practice.
pages on DocDoc mobile-friendly.
DocDoc is mobile ready - we tailored DocDoc to meet
website automatically detects if a patient is trying
to access it using a mobile device and serves up a
mobile-optimized version of our website, ensuring
that every visitor has the best possible online
experience. DocDoc also has a dedicated iPhone
app available free from the Apple iTunes store at:
http://tinyurl.com/a5y5dz7.

16. ...............................................................................................
16
Tel +65 6684 8880
When your potential patients are searching for your
services online, they type words related to what they
need into popular search engines such as Google,
Yahoo, Naver, Bing and Daum. These terms are called
keywords.
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 web
properties, no matter what format (text, video, podcast, images), your practice can
properties, which in turn, will results in additional patients for your practice.

17. ...............................................................................................
17
Tel +65 6684 8880
You can also bid on search engine
SEM or PPC search. Google Adwords is a
your 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 consultant
or agency to help you. They will charge you for this service and it can get rather
expensive. Before going down this path, be sure research the agency or consultant
contract.
Alow cost way of getting involved with paid search is to sign up with DocDoc. We bid
on between 2 to 3 million medically-related keywords
click on DocDoc keyword campaigns may be
if they search for keywords relating to your
location or medical specialty. Even if you have
hired a digital marketing agency, you should also
sign up with DocDoc because we are the market
leader in paid search advertising for patients
looking for a doctor.
..........................

18. ...............................................................................................
18
Tel +65 6684 8880
Getting discovered online largely depends on the quality, format, amount,
frequency and consistency of the content that you publish online. Content
marketing can differentiate you from your competitors and can stimulate the
acquisition of new patients or help with the retention of existing patients.
In order to excel at content marketing, you must understand your audience
and continuously publish compelling multimedia content. Ask yourself who
your patients are, what their needs are, and what useful information can you
publish and share to help them? Top tactics for publishing content include
articles, white papers, ebook, case studies, podcasts, blogs, vlogs (video
blogs), and more.
Usually300-1,000wordslong,an givesyourpatientsusefulinformation
about a topic related to your services, medical conditions, treatments, etc.
In contrast, a is a more document that is much longer in length
with lots of in-depth material included. Other types of data-rich documents
like 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 are
less formal in content and tone. The content is
broken up into smaller chunks to help readers
skimorscan.Ebookcontentisconceptcentric,
has lots of visual elements and is written in a
more conversational manner.
............................................

19. ...............................................................................................
19
Tel +65 6684 8880
A
issue for a patient, detailing the objective, why your practice was selected,
your approach, what you did, and the results. This case study may include
testimonials captured during an interview.
are audio recordings that can be
downloaded or streamed online to a computer
or mobile device. Podcasts are convenience
because your patients can download them and
listen to it whenever they want.
are extremely common content items that are usually under 500
words although some well-known bloggers post longer articles. Blogs usually
focus on a timely issue, and are used to communicate news and commentary.
Your blog posts may mention things like new practice developments, new
treatment options, updates on medications or insurance offerings, seasonal
issues, etc.
A is video content rather than text. Online video is one of the most powerful
new forms of connecting with consumers. Video syndication is built on the
idea of taking a single online video
and distributing it across as many
video channels as possible. The
YouTube phenomenon has allowed
audiences to interact, comment and
share content they really care about.
online video channels, which often
............
......

20. ...............................................................................................
20
Tel +65 6684 8880
times literally wait for new content. When an online experience is about what
to disrupt — they just need to listen and provide content that audiences are
already responding to. Video communities may move viewers up the fan
ladder faster than other social networks, transforming casual viewers into
loyalists because the channel allows fans to share their thoughts and ideas
fans (and the brands themselves).
or information graphics are visual representations of information
that present complex info quickly and clearly. refer to interactive
virtual conferences or seminars facilitated via the Internet.
In digital marketing, content is the key to your success. But how do you
promote it? One of the best ways to market your content is through social
media platforms. You can use social media to help facilitate consumer
choice, spread your message in a cost-effective way, and drive loyalty. You
can use social media to offer wellness
and prevention information to patients
throughout their lives, not just when they
need your healthcare services.
Social media is all about listening, learning,
building relationships and bringing value
to communities that are relevant to your
organization. Social media requires a long-
term lifetime commitment to connecting

21. ...............................................................................................
21
Tel +65 6684 8880
with your audiences and an authentic personal way through online dialogue.
Social media is all about engaging and sharing and is much more than just
having a presence on each platform.
Social consumer archetypes can be roughly broken down into fans (people
who like or admire brands, products and/or services), followers (people who
regularly consume information involving a brand), advocates (people who
others to make purchases based on their credibility and what they share).
but rather the depth and reach of their connections. So, for example, 40 fans
on Facebook or followers on Twitter might have 3 times the impact that 400
do. They key is to understand these archetypes as personalities and discover
how to best leverage them as customers or potential customers.
mean a lot of different things.
that everything we measure for
a return is based on context:
What business goals are being
these product alliances or more geared towards brand awareness? By asking
strategy leads your tactics and set reasonable metrics to measure success.

22. ...............................................................................................
22
Tel +65 6684 8880
Sociable means that you as a company are actively engaging in online
conversations with your customers. Shareable means that you are actively
offering up content to your customers that gives them a closer look into how
you operate your business, and the values by which you offer up your products
and services. One is just as important as the other: think of it as leaving party
favors after a long dinner conversation, so that your customers will become
repeat visitors to the next party you throw. Being shareable is about how
well 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. Being
the 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 because
Granted, many core customer or B2B targets may not use location-based
better off anticipating their behaviors wherever and however you plan to
go to market.
.......

23. ...............................................................................................
23
Tel +65 6684 8880
Flickr is probably one of the most underrated social networks out there.
Some companies use it almost exclusively to feature new products, and
to elicit qualitative feedback from their customers. Flickr is more than just
customers to see the personality of a brand because the interactions with
its rich content are emotional, and the exchanges people have around that
content become way more personal.
Most companies — and most brands — feel like they need to have a
Facebook page. Facebook is one of the most amazing social media
platforms you can use, that is, if you invest the time and the effort to
are a multitude of strategies for effective community management on
Facebook; the key thing to remember is that Facebook, above and beyond
anything else, is a place for people to share and connect without feeling
bombarded by ads or constantly being marketed to. Companies need to
understand this and be sensitive to the fact that people are on Facebook to
discover new things. So give them something new and exciting to connect
with that relates to them, not so much your brand or your suite of products
and services.
.......
.......

24. ...............................................................................................
24
Tel +65 6684 8880
Twitter is a conversation engine, not an ad network, or a place to merely
services 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. So
share information about your company or your brand that is insightful and
worthy of sharing — they can be useful tips, perspectives on an industry,
or just casual conversation. The more you give on Twitter, the more you
get back.
Quora is proving to be the most optimal alternative to the always-popular
Answers.com and Ask.com. The difference between Quora and these sites
in terms of social curation is that it allows users to create new threads and
any topic you can think of, and allows users to either search for topics of
Quora is also used as a primary research tool for companies seeking the
opinions and feedback of subject matter experts not commonly found
through normal search or recruiting processes.
.......
.......

25. ...............................................................................................
25
Tel +65 6684 8880
Pinterest has become one of the preeminent social curation tools. In fact,
the number of daily Pinterest users has increased by 145% since January
2012. By simply adding a bookmarklet to a browser, users can literally
then connect to other users who have like interests. Being that Pinterest
potential remains to be seen, but it has already shown great promise in its
ability to allow users to tell somewhat personal stories through compelling
imagery. A few of the more progressive and innovative companies like GM
have been using the platform to inform people about their rich histories
and 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 we
companies of today — the likes of Burberry, 3M, Cisco, Dell, Intel, and Levis—
these companies use social media channels in a coordinated manner to tie
their business interests with their outreach, such that information is shared in
real-time, and marketing efforts are empowered, regardless of whether they
are reaching out to partners or consumers. Remember: social businesses
are agnostic when it comes to communicating well, listening to and building
relationships with their customers.

26. ...............................................................................................
26
Tel +65 6684 8880
Google+, which is now home to more than 400 million members and attracts
100 million active monthly users, was initially misconstrued as a Facebook
or a Twitter knock-off, which is completely untrue. G+ has several unique
features. First, it allows users to write in long-form; in a world of limited
characters (such as Twitter), this adds a layer of depth that invokes people
to share more meaningfully. Second, G+ has Circles, which allows users
to separate their various social and family groups, so that they can share
more comfortably. Third, G+ has Hangouts, which is a game-changer for
businesses, because now they can share to large groups and conduct
seminars 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 mileage
out of it. LinkedIn is often used as a business networking tool, but it also has
emerged as a great way to connect people via areas of common interest;
among many other things, it is a place where industry expertise is shown
in spades — from discussion groups, to branded pages and more recently,
storefronts. There are lots of marketing opportunities on LinkedIn. You
have the option to run targeted ads (with really high click-through rates), to
run editorials (the Obama camp did this with great success) and you can
market things like seminars such that your participants can leverage their
networks. LinkedIn is easily one of the most powerful social business tools
the web has to offer.
.......
.......

27. ...............................................................................................
27
Tel +65 6684 8880
ThevalueofDiggisinitsnewscurationcapabilities.Diggisagiantrepository
for organizing information via popular categories (Business, Entertainment,
Gaming, etc.), so that users can engage with relevant stories and so that
they can engage with the sources themselves. If you are company that has
value of MySpace is not so much in its ability to act like a Facebook or
a Twitter by powering conversations, but rather in its ability to power the
discovery of entertainment content, or what the network has coined as
including its Video, Music and BeachHouse products — applications that
are actually quite sophisticated in their features and their reach. If you are
company that is looking to reach a younger audience, MySpace simply
cannot be ignored.
.......
.......
In addition to social media, reviews and forums are powerful tactics under
the digital marketing umbrella. The more positive reviews you have about
you and your practice, the higher you will appear in the search rankings. In
addition, forums provide a way for your patients to ask questions and share
information with their peers. Having a presence in forums means that you have
an opportunity to participate in these conversation and engage with potential
patients. Aggregators are another important component to digital marketing.
multiple online sources. Two of the best-known aggregators are Digg and
Reddit.

28. ...............................................................................................
28
Tel +65 6684 8880
subject matter expertise of any kind and on any level, Digg is important in
two ways: for dispensing information, and for discovering people (potential
customers) who are interested in that information. When Toyota was going
through a major recall in 2010, one of its top executives used Digg to share
critical information about the situation to millions of concerned people so
as 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 submit
The value of Reddit for a company or a brand is in what it offers as a
research tool.
paid search programs, news, shopping, and fan cafes —which are online
communities 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. ...............................................................................................
29
Tel +65 6684 8880
Scribd is described as a social publishing site — in addition to allowing
users to post presentations and white papers, it literally supports the
distribution of eBooks, and now boasts a network of over 150 major
publishers in its partner program. What does this mean for you and your
business? It means that if you have something valuable to share in the
way of subject matter expertise, you should create it, design it, package it
up and distribute it on Scribd.
Vimeo is a video-sharing site that has some unique differentiators from its
main competitor, YouTube. The main thing about Vimeo is that it is truly
a way that is far more interactive and interest-driven (YouTube has content
While 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 very
invested in sharing intellectual information on a wide array of subjects;
House, NASA, World Economic Forum, Hewlett Packard and IBM include
getting the best traction you can have.
.......
.......
.......

30. ...............................................................................................
30
Tel +65 6684 8880
channels, but very little if any community interaction). Vimeo also runs
interest communities to cross-promote their stories and/or serial episodes.
Vimeo is a great tool for companies and brands looking to tap into creative
groups that can advocate on their behalf, or to connect with new interest
groups.
Posterous do this to a large extent, Tumblr has created a means for users
to express themselves in more unique ways. For example, a Tumblr user
area of passion or interest, and quickly attract a community of like-minded
users. 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. This
combination 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 as
a social bookmarking tool. Social bookmarking sites are centralized online
services that enable users to add, annotate, edit and share bookmarks
.......
.......

31. ...............................................................................................
31
Tel +65 6684 8880
to reach information about the subjects they love or might be interested in.
or through more organized searches (boxes) of their choosing. With over
20 million active members, StumbleUpon is important to any company
that wants to stay on the pulse of what people care about in socialized
robust tools for mobile and browser use.
Search engine optimization or SEO describes the set of processes to get
results are what your patient sees when he or she types in a few keywords in
a search engine. The results are ranked based on what the search engines
considers the most relevant to users.
On-page SEO involves strategies to make sure that the pages of your website
are as search engine friendly as possible. This includes making sure that
the content is relevant to the search terms patients use most, and making
sure that content is linkable. Off-page SEO involves activities that take place
elsewhere from your website. These activities include building several links
to your site from trusted places on the web and sharing your content online.

32. ...............................................................................................
32
Tel +65 6684 8880
SEO also involves optimizing all images on your website. You can create
alt tags that are meant to be an alternative for non-visual browsers when
they come across images. The text is meant to be used when the image is
not visible on the page. Instead, what is displayed or read is the alternative
text. Missing alt tags on most website images make it hard for humans and
search engines to identify and rank what the pictures are. Effective tagging
can result in more frequent and higher search results for vertical search such
as image search.
Metatagging is a commonly misused term
for website, microsite and application
optimization. Most people think of tags as
descriptors that you wrote at the bottom of
page, blog or video link. This is true, except for
the fact that content must also be optimized
within sites and browsers so that search
engines will recognize them and the content will be appropriately indexed.
The practice of search marketing and optimization has become a bit of a
misnomer in recent years; companies tend to think that they need to sink
thousands of dollars into paid placements. Fact is, social media has entirely
shifted this paradigm in that the richer content you create (such as compelling
blog articles) with relative frequency affords you higher page rank within
of targeted placement and compelling content that wins customers.

33. ...............................................................................................
33
Tel +65 6684 8880
You can also boost your search engine rankings by paying attention to local
search, the process in which users perform searches for services with geographic
build 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 with
that area. A brand must understand and accommodate local markets by creating
rich, informative and fun content that can leverage local vendors, museums,
restaurants and other points of attraction, as well as local farming and retailing
communities. In doing so, these communities will respond and reciprocate by using
a product that is being endorsed by vendors in a local market,
or in local stores. At the end of the day, local advocates
are your strongest supporters, and the long tail of
local advocates actually comprises your mass
market, in most cases.
“
.............................

34. ...............................................................................................
34
Tel +65 6684 8880
In addition to using these techniques to boost organic
search results, you can also invest in paid search
ads on search engines. You might hear this
referred to as CPC (cost-per-click) or PPC (pay-
per-click). Paid search tactics and SEO tactics fall
under the overarching umbrella of search engine
marketing (SEM).
A key driver in the popularity of digital marketing is the analytics it offers. Unlike
traditional marketing, digital marketing allows you to measure conversions to
determine your return of investment easily.
Medical marketers typically experiment with
different calls to action — banners, buttons or
messages that are designed to prompt the user to
scheduling an appointment or making a call. You can also experiment with different
landing pages, which are single webpages that users arrive to in response by
clicking on a search result, ad or social media message. The goal of a landing page
page and the subsequent activity to determine the success of an ad.
.............................

35. ...............................................................................................
35
Tel +65 6684 8880
You can also test and target your efforts to quickly identify the content that is most
relevant to your patients. Thanks to multivariate testing tools as well as website
tracking software, doctors can see what strategies/tactics are working and make
Multivariate testing has been around for years in the online space, and not much had
changed until social media platforms like Facebook, MySpace and LinkedIn entered
the picture. While testing on company pages and sites is important, brands should
also keep in mind that the standards for testing between these environments are
quite different, as are the metrics for measurement. At a very high level, interactions
make 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 that
online media assets you expect to convert people through and inspire them to
make informed choices.

36. ...............................................................................................
36
Tel +65 6684 8880
Also, keep in mind that there are a number of great options with which to run and
test ads, such as Facebook Social Ads and Sponsored Stories, which have really
changed the way people connect through advertising. On the backend, social
networks like Facebook can provide strong optimization and tracking solutions for
ROI and how to keep developing ad creative that works.
....................
Digital marketing is about fostering relationships and loyalty with your online
audience. Once you have customers or prospects that have provided you with their
email addresses, you can nurture the relationship with email marketing.
One tactic involves drip campaigns, a set of automated messages to your customers
and prospects that reach them at the right moment to move them through the sales
information they enjoy in a cost-effective manner.
Email newsletters are another tactic that you can use to build relationships with
your patients and potential new patients. In an opinion survey administered by

37. ...............................................................................................
37
Tel +65 6684 8880
DocDocisonamissiontochangethewaydoctors
market themselves online with an extraordinary
content publishing platform, performance
insights & patient acquisition campaigns
powered by some of the best minds in digital
vendor, but rather, a complimentary marketing
cost-effectively.
or dentist in Singapore or South Korea and book an appointment online. Thousands
of doctors utilize our appointment booking platform to acquire new patients every
day.
..............................

38. ...............................................................................................
38
Tel +65 6684 8880
At DocDoc, we augment your current marketing program by becoming your
go-to digital marketing partner to expand your digital footprint.
A free web page on DocDoc to help you get found easier
Upload your own custom content (pics, videos, blog posts, personal
story, and more)
Low-cost content production offered by video/photo vendors
Extensive daily advertising exposes your practice to thousands of
patients
Free white papers, giveways and invites to
exclusive events
Your practice gets promoted in social media
case studies and in press articles
Optional doctor performance reports (insights
into your brand vs. your competitors)

39. ...............................................................................................
39
Tel +65 6684 8880
Try 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 to
schedule 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 can
showcase their services, provide updates on recent medical
advances based on their clinic experience, and increase their
Endovascular Centre
.......................
....

40. ...............................................................................................
40
Tel +65 6684 8880
APPENDIX
Here are links to information and resources cited within this guide.
5 Examples of Social Media in Healthcare Marketing
http://www.toprankblog.com/2010/01/social-media-healthcare-marketing/
http://www.healthyworkplaces.info/wp-content/uploads/2012/04/health-care-social-media-
report.pdf
70 Percent of Journalists Use Social Networks to Assist in Reporting
http://blog.journalistics.com/2009/70-percent-of-journalists-use-social-networks-to-assist-in-
reporting/
Mayo Clinic Center for Social Media
http://network.socialmedia.mayoclinic.org/
Social Media in Healthcare Marketing: Making the Case
http://www.toprankblog.com/2009/10/social-media-in-healthcare-marketing-5-tips-for-
approval/
Increasing Importance of Social Media in Healthcare
http://www.kpmg.com/Global/en/IssuesAndInsights/ArticlesPublications/Issues-monitor-
healthcare/Documents/im-healthcare-october-2011.pdf
Why Your Business Needs a Mobile Website Right Now
http://mashable.com/2011/12/16/mobile-website-tips/
12 Statistics that Make the Business Case for Pinterest
http://www.marketingpilgrim.com/2012/11/sponsor-12-statistics-that-make-the-business-
case-for-pinterest.html
Google+ Now Home to 400 Million Total Users,
100 Million Active Monthly Users
http://bgr.com/2012/09/17/google-plus-stats-2012-400-million-members/

41. ...............................................................................................
41
Tel +65 6684 8880
Naver, the Google of South Korea
http://searchengineland.com/naver-the-google-of-south-korea-11627
Digital health perspective: Chris Boyer
http://www.pharmaphorum.com/2013/01/08/digital-health-perspective-chris-boyer/
Social Media Now Tracks Flu Faster Than the CDC
and Social Media
http://www.hl7standards.com/blog/2012/05/17/doctors20-mhealth-social-media
http://www.singhealthacademy.edu.sg/Documents/Singapore%20Healthcare%20
Management%20Congress%202012/HM%203.2_Social%20Media%20and%20
Medicine%20from%20a%20doctor%E2%80%99s%20perspective.pdf
Google Mobile Insights
http://www.google.com/ads/mobile/mobile-insights.html
Why Your Business Still Needs Newsletters
http://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 online
presence by having their medical practice and available appointment times appear in patient
generate 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 means
that on average, signed doctors on our platform will appear in patient search results dozens
of times per day. For popular medical specialties such as dentistry, this number can be in the
hundreds or thousands each day. Signed doctors on the DocDoc platform consistently tell us
they are extremely happy with the additional online exposure (and new patients) we provide.

42. ...............................................................................................
42
Tel +65 6684 8880
31 Rochester Drive, Level 24 Singapore
Singapore 138637
Phone: +65 6684 8880
Email: mail@docdoc.com