Physicians’ sites best way to reach consumers, Jupiter says

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Medical doctor Web sites are the crucial catalyst to unlocking the $9 billion addressable market in health transactions by 2005, says Jupiter Research. Jupiter analysts say that unlike commercial health sites, which consumers do not trust for health management activities, physician Web sites can provide a venue for delivering trusted content as well as interactive physician-patient capabilities such as appointment scheduling, prescription renewal requests and secure electronic dialogue. The new Jupiter online health study says professional sites will drive physicians to interact with patients, forcing integration into their professional workflow, and will also provide a platform for patients to use the Internet for meaningful health activities. A Jupiter Consumer Survey finds that 63 percent of consumers would switch to a doctor with a Web site that offered credible content, appointment scheduling capabilities or secure communication channels.

Copyright January 2001, Crain Communications Inc.

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