1. Lessons in leveraging
Social Media from
other professional service
Providers
Rupert Potter
Business development director
Doctors.net.uk
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2. 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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3. 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 2009
2. Active 180 GP count of 23,397 as at February 2009
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4. 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
1 Source - Doctors.net.uk Survey Q1 2008
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5. Doctors.net.uk collaborates with many organisations
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8. It’s all about
content and
contact

9. Or
Don’t build a website no one
looks at…
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2008.

10. “On the internet,
nobody knows
you’re a dog.”
“Trusted voice”
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2008.

11. Doctors.net.uk registration process: Step 3 of 5
Enter contact details
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2008.

12. “I had my own blog for a while, but I
decided to go back to just
pointless, incessant barking.”
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2008.

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2008.

14. “I’ve just closed you down…”
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2008.

15. GPs indicated that their primary concerns are ‘relicensing
and revalidation’, ‘financial constraints on the NHS’ and ‘pay
and work conditions’
1.82
1.93
1.91
Average rankings
amongst those that
selected the area
(the lower the
figure, the more
often it was ranked
first)
NB. 1.82 was the
lowest average
Base:
1000
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2008.

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2008.

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2008.

18. What does Doctors.net.uk
do?
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2008.

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2008.

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2008.

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2009.

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2008.

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2009.

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2008.

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2009.

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2008.

27. 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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2009.

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2008.

29. Key take home messages
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2009.

30. Top 5 requirements from doctors for online communication
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.
2008.

31. Engagement is crucial for any online programme
Content
Convenience Contact
Credibility
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2008.

32. Thank you
Questions
Contact details: rupert.potter@mess.doctors.org.uk
07989689594
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