Build a Web-centric culture for your physicians.

T oday the average health care consumer gets more health and medical information from the Internet than from his or her own physician.' As the t ime consumers spend in actual conversation with doctors shrinks, they are turning increasingly to the Web—and expecting their physicians to follow them. In fact, main' consumers have become so attached to the Web, they are wil l ing to change physicians just to deal with them through that medium. A recent study indicates that 63 percent would switch to a doctor who offered online con tent, appointment scheduling, or secure two-way communication between patient and physician. Physicians are inundated these days with questions concerning information their patients have found on the Internet. And even though they know (hey are falling behind in the online health care r e v o l u t i o n , most doc to rs recognize its importance. According to one study, 59 percent o f the physicians surveyed believe that, in the long run, the Internet will radically improve communications between them and their patients.