It shocks me when physicians (and others in business!) boast that they don't have a website for their practice or business -- although I confess I no longer hear that very often.

It's safe to say that any business that takes itself seriously and lacks a website is like a household without a telephone - decidedly anachronistic!

According to a recent article in The News and Observer  of the Research Triangle, North Carolina, patients expect to learn about their doctor and his or her practice, and be able to search the Web for information on their medical symptoms and conditions. It has become a way of life!

"The Internet is permeating nearly every aspect of daily life, and doctor-shopping is no exception. Nearly a third of the people who surf the Web use it to research doctors or hospitals, according to the Pew Internet & American Life Project, which explores the Internet's effect on families, communities, work and home. That's up from about one in five in 2002."

In turn, physicians are waking up to the reality of the Internet age and creating websites that reflect their philosophies and practice policies, and even offer tools for secure e-mail communication, online appointment scheduling and medication refills.

That is good and efficient and entrepreneurial, in my opinion.

Of deeper concern to physicians is the realization that they are being graded. Sites are springing up that encourage patients to rant, rave and opinionate about the care they receive from physicians and hospitals. Perhaps the best known at present is HealthGrades, a site that.....

......lets you get access to:

• Disciplinary Actions
• Board Certification
• Phone numbers and locations
• Education and training
• Patient surveys

...... as well as:

• Share your opinion of a doctor.
• Compare your opinion to the national average.

What does this mean for physicians in business - be it clinical practice or running another business of your own?

This trend provides both a headache and an opportunity.

The painful part is having to take control over managing your image or "brand". It's time to acknowledge that physicians can no longer hide behind the HMO contract that siphons patients to them, or their technically-skilled but lousy-bedside manner that intimidates patients into meekness.

The opportunity is being able, in this highly connected world, to get your great name out with far greater speed and influence than ever before. Dedicated, caring, competent physicians can reap the kudos they deserve in this democratic brave new world of patient empowerment.

Three resources at the top of my list for anyone wanting to understand modern-day marketing and to manage their web presence are:

1. The Complete Idiot's Guide to Growing your Business with Google by Dave Taylor (do not be fooled by the title!)
2. Get Slightly Famous, Second Edition by Steven Van Yoder (podcast interview with Steve coming later this month. As I am such a fan of his book and his thinking, I was thrilled when he agreed to be interviewed)
3. The New Rules of Marketing and PR by David Meerman Scott.

And if you find all this web stuff puzzling or too complex, contact me. Let me know if you'd like me to put a short course together to help you make sense of this all, and assist you in developing a plan of attack, as your best form of defense!