UPDATE: Doctors.net.uk to expand internationally

Doctors.net.uk, an online network of over 170,000 doctors, is soon to announce an international expansion, under which it will partner with organisations in the Nordic regions and emerging markets to bring the Doctors.net.uk model to a wider user base across the globe.

While Doctors.net.uk is a strong brand internationally, under the new partnerships it will be adapted for local needs and to maintain the new partners' current branding.

The network currently provides extensive clinical content including online education, conference highlights, user-generated content and discussion forums to GMC-registered doctors.

The networks created under the new partnerships will use local languages and localised information: users will not have access to multi-territory sites, but the partnerships do allow for reciprocal content sharing. There are currently no plans for a discussion forum that will be accessible by all members.

Doctors.net.uk was created for doctors, by doctors in 1998. Some 600 doctors now act as advisers and clinical information contributors, and the network's membership comprises the vast majority of UK doctors: each week over 50,000 members use the service, making it this demographic's most frequently used online professional resource.

In the UK, doctors must supply their GMC registration number to access the website. Although it will not be possible to validate users' credentials in the same way in the new markets, local equivalents will nevertheless be in place, maintaining the integrity of the Doctors.net.uk user base.

The professional network provides a channel through which the health service and industry can effectively communicate with, and research the opinions of, medical professionals.

With the healthcare industry scrutinising the cost and effectiveness of the field sales model, Doctors.net.uk has become a valuable component in the sales and marketing mix. For example, in a launch campaign, Doctors.net.uk engaged 5,000 GPs who all viewed detailed information about a new product in less than half the time of the standard field sales model.

Within a month the company is set to name the newly appointed leader of the European expansion. CEO Richard Adams has also confirmed his hopes to expand the Doctors.net.uk model into every core Western European market by the end of the year.

UPDATE 1, 19 May 2010: Doctors.net.uk has announced that it will take a share in MedUniverse, a Swedish online doctors' network and Dr Tim Ringrose of Doctors.net.uk will join the MedUniverse board.

UPDATE 2, 24 May 2010: Doctors.net.uk has announced a strategic alliance with Medcenter Holdings, an online health marketing company in Latin/Central America and Iberia, which has a network of 280 medical associations and a membership of over 500,000 physicians and other healthcare professionals.