title: Yellow pages advertising by physicians. Are doctors providing the information consumers want most?
abstract: Yellow pages listing are the most widely used form of physician advertising. Every month, approximately 21.6 million adults in the United States refer to the yellow pages before obtaining medical care. Mobile consumers--approximately 17% of the U.S. population who move each year--are heavy users of yellow pages. Consumers desire information on a physician's experience, but it is included in less than 1% of all physician display ads.
authors.affiliation: Auburn University, AL, USA.
authors.forename: D D
authors.initials: DD
authors.lastname: Butler
authors.forename: A M
authors.initials: AM
authors.lastname: Abernethy
mesh_terms: D000328:Adult; D000329:Advertising / Q000592:standards* / Q000706:statistics & numerical data; D001291:Attitude of Health Personnel; D001294:Attitude to Health; D003258:Consumer Behavior / Q000706:statistics & numerical data*; D004181:Directories as Topic; D006801:Humans; D010820:Physicians / Q000706:statistics & numerical data*; D012017:Referral and Consultation; D011795:Surveys and Questionnaires; D013689:Telephone; D014481:United States