What Consumers Want from Physician Web Sites: An Exploratory Analysis

Although physician Web sites have become commonplace in the world of health care marketing, most are developed with practiceenhancement tactics in mind so as to increase office traffic in an increasingly competitive environment. Web site developers in many cases have focused on practice image, a web presence, and the replication of office brochures. Little if any empirical evidence exists to guide the development of physician Web sites. In this study, we provide preliminary data regarding consumer desires for physician Web site information and services.