Refocusing website marketing: physician-patient relationships.
Physician websites have become commonplace in the world of health care marketing. Most, if not all of these websites, focus on practice enhancement tactics as a means of increasing office traffic in an increasingly competitive environment. Websites developed in this way fail to tap the interactive potential of website technology and provide little support for the development of physician-patient relationships. In this paper, we extend a model of medical service care so as to refocus attention on the importance of physician-patient relationships and the role websites can play in this process.
Department of Marketing, Villanova University, Villanova, PA 19085, USA. peter.sanchez@villanova.edu
Peter M
PM
Sanchez
D006801:Humans; D020407:Internet; D008389:Marketing of Health Services / Q000379:methods*; D017146:Models, Organizational; D010817:Physician-Patient Relations; D014481:United States