Becoming a Presence on the Internet

Abstract

In the not-too-distant past, physicians who advertised their services were immediately discredited and occasionally even arrested. However, the public’s attitude toward advertising of medical services has since relaxed. In fact, many medical organizations and physicians have rapidly seized the opportunity to go online According to an American Medical Association study, over 27% of physicians in the United States have their own Web page.¹ This number is sure to grow. Creating and posting a Web page that details the services of an individual surgeon may be a form of advertising, but it also can be a valuable resource for patients, ancillary staff, and referring physicians Potential benefits to the physician who has a personal Web page include better-informed patients, simplified communications, and increased referrals.