Should you be worrying about your competitor who is trying to point low quality links to your website? In case of small private medical practices - not really. Google takes notice and can easily verify your links. You may also sign up into https://www.google.com/webmasters/tools/, verify your website, and have an access to many handfull tools, such as a tool that let's you download a list of links pointed back to your website, so you may check them for quality, and then, upload a list of "questionable" websites to google, so links that come from that particular website, would not be counted toward google SEO score. Reputation Management program will help you with that.
See Matt Cutts and how he describes a Negative SEO impact on YouTube:
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The time has come. Social media not just "can be used" it "ought to be used" as a part of your online marketing & sales agenda. Make your Patients laugh, showcase your services, educate your clients, or simply have them stay longer on your website - all above helps with your white hat lead generation. Like this cartoon? There are tons of possibilities in the video commercial market right now. Cartoon Animation, Speaking Heads, TV Commercial Video, Flash, etc. and guess what.... professional services aren't as expensive as they were before.. starting from only $50 bucks per piece. Stay tuned!
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