Key takeaways
- If domestic marketing in Korea centers on Naver, global marketing centers on Google, local messaging apps and AI answers to questions asked in the local language.
- Pages should be written in the words local people actually search for, not in translated sentences.
- A multilingual website needs separate URLs per language with hreflang, plus its own H1, FAQ and structured data in each language.
- Clinics must also check foreign patient registration, Korea's ban on domestic advertising for foreign patients, and the medical advertising rules of the country where the ads run.
What global marketing is
Global marketing is introducing your brand to customers in other countries and turning that into consultations, purchases or visits. The biggest difference from domestic marketing is where customers look for information. In Korea, Naver blogs and Naver Place matter, but customers in Japan, Taiwan and English-speaking countries mostly get their information from Google Search and Google Maps, local messaging apps, and AI answers to questions asked in their own language.
Three things to decide first
- Country and language: Decide which country's customers you want to reach and choose the language. Taiwan uses Traditional Chinese, not Simplified.
- Customer questions: Collect what customers in that country ask about your field. Questions about price, location, interpreters, duration and visas differ from those of Korean customers.
- Contact channel: Decide where you will take inquiries. Japan and Taiwan use LINE heavily, while English-speaking countries vary between email and different messaging apps.
Search landscape by market
| Market | Main search | Contact channel | What to watch when writing |
|---|---|---|---|
| Japan | Google, Yahoo! JAPAN | LINE | Japanese phrasing and politeness levels, industry terms (e.g. 美容皮膚科) |
| Taiwan | LINE | Traditional Chinese, Taiwanese terms (e.g. 醫美) | |
| English-speaking | Email, messaging apps (varies by country) | Spelling and units by country, price notation |
Local language, not translation
Translated sentences often differ from the words local people actually search for. For example, the Korean word for dermatology clinic, 피부과, translates literally into Japanese as 皮膚科, but Japanese customers looking for cosmetic treatments often search for 美容皮膚科. In Taiwan, cosmetic medicine is commonly called 醫美.
So before writing a page, research local keywords and the questions people ask in the local language, and use those words in the title and first sentence. Search engines and AI find it hard to use a page that was only machine-translated as an answer to local questions.
Multilingual website structure
- Separate URLs by language (e.g. /en/, /ja/, /zh-tw/).
- Link the language versions to each other with hreflang, and mark the default page with x-default.
- Write a separate H1, title and description for each language.
- Add an FAQ and structured data (Organization, Service, FAQPage) in each language.
- Match local contact methods, time zones and currency notation.
- Fill in your Google Business Profile with English information and photos. Overseas customers often check location and reviews on Google Maps.
Measuring AI answers by language
Even for the same question, AI cites different sources depending on the language. It is common for a brand to be mentioned in Korean but not appear in Japanese. Set core questions for each country, ask ChatGPT, Gemini and Claude in the local language, and record mention and citation rates separately for each language. MAKE Marketing measures answers in Korean, English, Japanese and Traditional Chinese together with MAKE AI.
Rules clinics must check
- Foreign patient registration: Medical institutions that want to attract foreign patients must register as patient-attracting institutions under Korea's Act on Support for Overseas Expansion of the Medical System and Attraction of Foreign Patients.
- No domestic advertising: Article 56 of Korea's Medical Service Act prohibits advertising in Korea aimed at attracting foreign patients. Advertising for overseas patients targets audiences abroad.
- Japan: The Ministry of Health, Labour and Welfare's medical advertising guidelines prohibit patient testimonials and restrict before-and-after photos unless they come with information on the treatment, costs and risks.
- Taiwan: The Medical Care Act (醫療法) sets out what medical advertising may contain.
NoteLaws can change. This article reflects the rules as of October 2026 and is not legal advice. Check the latest rules in each country before running ads.
Frequently asked questions
Is one English page enough?
One English page can reach English-speaking customers, but customers in Japan and Taiwan search and ask AI in their own languages. It is best to have separate pages in the language of each country you want to reach.
Do I need a Google Business Profile too?
Overseas customers often check location and reviews on Google Maps, so a Google Business Profile filled in with English information and photos helps.
Which country should I start with?
We recommend picking one country first, based on where inquiries already come from, how easily customers can travel to you and which languages you can consult in, and expanding once you see results.
Related terms
More insights
- What are AEO and GEO?
How to get your brand into AI searchAEO / GEO · 2026.10.22 - What gets a post cited in Naver AI BriefingAEO / GEO · 2026.09.19
- How to choose a marketing agency
9 things to check before you signAd management · 2026.09.04 - A medical advertising checklist for clinic marketing
expressions that often breach Article 56 of Korea's Medical Service ActAd management · 2026.08.21