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Dermatology Internet Yellow Page advertising
Shayla Francis1, Katarzyna Z Kozak, Lauren Heilig
1Department of Dermatology, University of Colorado at Denver and Health Sciences Center, Aurora, USA.
Journal of the American Academy of Dermatology
|June 20, 2006
Summary
Online Yellow Pages feature diverse healthcare providers, including non-physicians and those not board-certified in dermatology. Many qualified dermatologists do not advertise their credentials online.
Area of Science:
- Medical Marketing
- Physician Advertising
- Online Health Information
Background:
- Patients increasingly use online resources, such as Internet Yellow Pages, to find healthcare providers.
- Physician selection is a critical decision for patients seeking medical care.
Purpose of the Study:
- To systematically analyze and describe the nature of dermatology advertisements on Internet Yellow Pages.
- To identify the types of practitioners and credentials listed in online dermatology advertisements.
Main Methods:
- A systematic examination of dermatology advertisements was conducted across three major Internet Yellow Page websites.
- Advertisements were analyzed in four US states: Colorado, California, New York, and Texas.
- Data collected included provider names, credentials, and board certification status.
Main Results:
- A significant portion of advertisements (76%) listed only one provider, while some listed multiple or no practitioner names.
- Advertisements featured a mix of providers, including Doctors of Medicine (MDs), Doctors of Osteopathy (DOs), Doctors of Podiatric Medicine (DPMs), and Registered Nurses (RNs).
- While many listed board-certified dermatologists (61%), a notable percentage included physicians certified in other specialties (16%) or lacked verifiable board certification (17%).
Conclusions:
- Internet Yellow Pages host advertisements from a wide range of individuals, including non-physicians and those with non-dermatology or unverified board certifications.
- There is a discrepancy between the credentials advertised and actual board certification status in some cases.
- Many board-certified dermatologists may not be utilizing these online platforms to advertise their specialized services.
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