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8 in 10 Use Internet for Health Information

March 12, 2007 |

Many physicians are missing the importance of utilizing the web to communicate with their patients. A study revealed 8 in 10 internet users have searched for health information online. Aesthetic medicine physicians have the most to gain, since patient education is a critical part of the building a successful aesthetic medicine practice.

According to a Pew Internet & American Life Project study “Health Information Online,” eight in ten internet users have looked for health information online, with increased interest in diet, fitness, drugs, health insurance, experimental treatments, and particular doctors and hospitals. It was also found that women younger than 65, with college degrees are the most likely to use the internet for health information. Interestingly enough this is same target customer for cosmetic procedures.

The WebMD Health Network averaged approximately 30 million unique monthly users with total traffic of approximately 715 million page views during the June 2006 quarter. This was an increase in unique monthly users of approximately 20% from the prior year.

Both of these statistics confirm the importance of comprehensive websites for physicians who primarily deal in non-reimbursable procedures, such as aesthetic medicine. Since patient education is a critical component in building a successful aesthetic medicine practice, the web gives the physician a great opportunity to educate the patient before they get to the office.

“Physician web sites should be kept simple, but must have some critical information,” says Jeff Russell, Executive Director of the International Association for Physicians in Aesthetic Medicine (IAPAM). “You need to identify your services with before and after photos, benefits, possible side affects and risks. Try and get some photos of your facility, and include information about you and your staff. The goal is to build confidence in you and your practice,” continues Russell.

It is estimated that over 50% of your patients will visit your web page before they come in. “Don’t forget to include your general practice information, like hours of operation, address, phone number, parking information, and even a map,” says Russell.

Patients aren’t the only ones using the internet, provides physicians and healthcare professional’s detailed clinical information relevant to the diagnosis and treatment of a broad range of medical conditions. “Aesthetic medicine is such a fast growing field, we’ve given all IAPAM members access to WebMD’s eMedicine institutional database, it has by far the best information on aesthetic medicine procedures” Russell says.

More often than not, your web site is the first impression that a potential patient has of your practice. Make sure that the impression you give is favorable. The information needs to be accurate and up to date, and reflect the professionalism of your practice ” says Eugene Kotlyar, Director of Business Development & Marketing for

Including information about the procedures you perform on your web site is a great way to help reduce the amount of time you spend educating your patient in your office. This will allow them to be better prepared, and give you both a more productive consultation.

This information has been taken from part of the course curriculum that is taught at the International Association for Physicians in Aesthetic Medicine’s 2-day Aesthetic Medicine Symposium ( Physicians interested in gaining more information regarding adding aesthetic medicine procedures into their practice can download “6 Tips to Adding Aesthetic Medical Procedures to your Practice” ebook at no charge from

About the International Association for Physicians in Aesthetic Medicine (IAPAM)

The International Association for Physicians in Aesthetic Medicine is a voluntary association of physicians and supporters which sets standards for the aesthetic medical profession. The goal of the association is to offer education, ethical standards, credentialing, and member benefits. IAPAM membership is open to licensed medical doctors (MDs), doctors of osteopathic medicine (DOs), doctors dental surgery (DDS/DMD), and the medical students studying for those degrees.

The IAPAM puts on a 2 day Symposium which provides the most current, comprehensive aesthetic medical training program for today’s leading physicians. The Symposium will combine clinical hands-on training of the most profitable advanced skin care procedures with proven strategies to successfully integrate Aesthetic Medical procedures into your practice. More information on the Symposium:

Jeff Russell
1-800-219-5108 x705
International Association for Physicians in Aesthetic Medicine


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