At last - proof that using the Internet or technology can be a valid entrepreneurial venture for physicians.

An article from the Archives of Internal Medicine (May 14) titled A Comparison of Internet and Print-Based Physical Activity Interventions (only the abstract is available on line) concluded the following:

"The use of tailored Internet, tailored print, and standard Internet as part of a behavior change program increased physical activity behavior similarly. Because the use of the Internet was not different from the print-based intervention, this may be an opportunity to reach more sedentary adults in a more cost-effective way."

In this case, tailored internet meant a "website designed by the researchers that included educational materials, tips for adopting and maintaining physical activity, and goal setting functions. They completed daily physical activity logs online, were emailed monthly questionnaires, and received immediate feedback according to their responses".

Tailored print meant receiving "the same information as those in the tailored Internet group, but the materials, including feedback, were delivered through the mail."

Standard internet meant "being provided links to six pre-selected physical activity websites available to the general public, but not customized by the researchers. They were asked to complete physical activity logs and monthly questionnaires online, but did not receive tailored feedback reports".

Without going into detail about the merits, or lack thereof, of the study (not my forte!), what excited me most was the observation that all of the interventions, both print and Internet-based, proved effective. People were inspired to get up and get moving, with a resultant average increase in fitness of 5 to 6% over baseline. This effect was sustained for as long as the participants continued to use the websites.

I'll add my personal touch to the study by sharing that I recently began wearing a SportBrain iStep pedometer to see if I could attain the lofty goal of walking 10,000 steps a day. Well, what a shock. Without a seriously dedicated exercise time, I am lucky if I hit 5,000 steps a day. And even on those days when I manage my 30 minutes on the treadmill, or 45 minutes walking in the neighborhood, I struggle to get up there. It is a BIG motivator, once you get over the shock of seeing how little you move in a typical day! I am now making sure I increase my steps to at least 8,000 a day.

So who is with me here? Who can spot the entrepreneurial opportunity?

Let's brainstorm together.........

For the physician who wants to add value in a typical practice, even if this isn't your specialty - how about putting together a program run by a medical assistant or nurse in which you sell a graduated exercise program (different exercise options to match different preferences - a walking one, a jogging one, a swimming one, a biking one etc) that can be delivered via a website, or a series of emails send from an autoresponder, and twice monthly live, phone support with feedback?
Retail price - $39.95 a month (for the first 6 months and then it drops to $19.95 a month with less frequent live support), charged automatically to a credit card. And you'll throw in a pedometer for free! (50 patients taking you up on this offer will bring in $11,985 in 6 months, and 100 patients doing this for a year brings in close on $26,000 with next to none of your time once it is set up!).
Of course, you'll set your own prices based on what your market will pay - this is just my wild brainstorm!

If you're an OB-Gyn, tailor your programs for pregnant or perimenopausal women, busy child-raising working moms, or older women.

If you're a pediatrician, create one for kids who are old enough to use the internet (remember - all that childhood obesity needs to be conquered!) and then, for the mothers, become a distributor of the program created by the OB-Gyn!

As a surgeon, create a "Get-back-into-exercise" post-op program.

As an orthopedist, add in elements of rehab...... etc., etc.

If you're an entrepreneurial physician looking to develop a new business and you happen to be interested in fitness - create a comprehensive "program-in-a-box" that offers physician practices customizable elements, can be easily installed and run, and offers clear instructions as to how to implement all the components, including the live support, with phone scripts.

Programs such as these, with a combination of "tell-me-how-to-do-it" information and "rah-rah" support are hugely popular and may just be able to rescue you or your practice from the emotional and financial doldrums.