social media in financial services doctors.net
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Lessons in leveraging
Social Media fromother professional
serviceProviders
Rupert PotterBusiness development directorDoctors.net.uk
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Doctors.net.uk: A website for UK registered doctors
Founded in 1998 by doctors Currently employs 70 people (a full service agency)
Marketing and strategy Medical writing Medical expert panel Member advisory panel (600 doctors) Editorial Education Creative design Website programming and development Commercial Market research IT Member services Implementation/editorial
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Trust translates into activity, engagement and loyalty The largest and most active
doctor network 35,000 doctors visit Doctors.net.uk
daily 90,0001 doctors actively use its
services Across 50 specialities Over 23,0002 GPs
In 2008, each doctor made use of Doctors.net.uk (on average)
45 times each month Over 25 minutes each visit Using over 20 different services
Leading provider of online marketing Over 130 campaigns delivered in
2008 22,000 doctors interact with
campaigns each month
1. Active 180 member count of 90,297 as at February 20092. Active 180 GP count of 23,397 as at February 2009
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Doctors.net.uk is built on core values
Our mission – for doctors, by doctors A network of professionals – 100% GMC-authenticated UK
doctors A platform for engagement – focus on delivering clinical value
Ten years on - the largest and most active network Independence Trust & transparency
• 97% of our members trust the information they receive from Doctors.net.uk1
• Doctors know where information comes from and who is funding it Collaboration
• Doctors rely increasingly on external sources of information and interaction for learning and professional development – Doctors.net.uk facilitates this and enables online engagement for our partners
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1 Source - Doctors.net.uk Survey Q1 2008
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Doctors.net.uk collaborates with many organisations
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It’s all aboutcontent andcontact
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Or Don’t build a website no
one looks at…
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“On the internet, nobody knows
you’re a dog.”“Trusted voice”
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Doctors.net.uk registration process: Step 3 of 5
Enter contact details
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“I had my own blog for a while, but I decided to go
back to just pointless, incessant barking.”
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STOPSHOUTIN
G!
STOPSHOUTIN
G!
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“I’ve just closed you down…”
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GPs indicated that their primary concerns are ‘relicensing and revalidation’, ‘financial constraints on the NHS’ and ‘pay and work conditions’
Base:1000
1.82
1.93
1.91
Average rankingsamongst those that selected the area
(the lower the figure, the more
often it was ranked first)
NB. 1.82 was the lowest average
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Companies such as Dell, Starbucks, Disney, Lego and IBM are using ideas platforms to source ideas from customers and key audiences. They are involving them in the genesis of products and services. Could these tools work for you?
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What does Doctors.net.uk
do?
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© Doctors.net.uk Limited 2009. Strictly private & confidential. Not to be circulated without express permission.
© Doctors.net.uk Limited 2009. Strictly private & confidential. Not to be circulated without express permission.
© Doctors.net.uk Limited 2008. Strictly private & confidential. Not to be circulated without express permission.
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© Doctors.net.uk Limited 2009. Strictly private & confidential. Not to be circulated without express permission.
© Doctors.net.uk Limited 2008. Strictly private & confidential. Not to be circulated without express permission.
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© Doctors.net.uk Limited 2009. Strictly private & confidential. Not to be circulated without express permission.
© Doctors.net.uk Limited 2009. Strictly private & confidential. Not to be circulated without express permission.
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© Doctors.net.uk Limited 2009. Strictly private & confidential. Not to be circulated without express permission.
© Doctors.net.uk Limited 2009. Strictly private & confidential. Not to be circulated without express permission.
© Doctors.net.uk Limited 2008. Strictly private & confidential. Not to be circulated without express permission.
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© Doctors.net.uk Limited 2009. Strictly private & confidential. Not to be circulated without express permission.
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iPhone/iPod applications
Recent launch of Doctors.net.uk iPhone application RSS medical news feed
Potential forthcoming development includes: Oncology Journal Watch Clinical calculators Conference update Conference highlights
Bespoke application development potential
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© Doctors.net.uk Limited 2009. Strictly private & confidential. Not to be circulated without express permission.
© Doctors.net.uk Limited 2008. Strictly private & confidential. Not to be circulated without express permission.
Key take home messages
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Top 5 requirements from doctors for online communication
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Clinically relevant content
Benefits my clinical practice
Timely and topical
Source of the information is always clear
Targeted to my profile
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© Doctors.net.uk Limited 2009. Strictly private & confidential. Not to be circulated without express permission.
© Doctors.net.uk Limited 2008. Strictly private & confidential. Not to be circulated without express permission.
Engagement is crucial for any online programme
Content
Convenience
Credibility
Contact
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