Martina Moick*, Alpen-Adria-Universität Klagenfurt, Klagenfurt, Austria Ralf Terlutter, Alpen-Adria-Universität Klagenfurt, Klagenfurt, Austria Susanna Meyer, GfK HealthCare, Nuremberg, Germany Norbert Schell, GfK HealthCare, Nuremberg, Germany Track: Research Presentation Topic: Consumer empowerment, patient-physician relationship, and sociotechnical issues Presentation Type: Oral presentation Submission Type: Single Presentation Building: Joseph B. Martin Conference Center at Harvard Medical School Room: A-Pechet Room Date: 2012-09-16 09:45 AM – 10:30 AM Last modified: 2012-09-10

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Background: Although word-of-mouth is one of the most powerful advertising tools, physician rating sites are still in their early stages. So far, there has been little scientific evidence on physicians’ attitudes towards online ratings.
Objective: We focused on the assessment of physicians’ attitudes towards online ratings and a specific rating app. Furthermore, we examined the potential differences with respect to demographic variables, medical field, competitive orientation and patient based on physicians’ Internet use.
Methods: An online survey of 287 (response rate of 64%) randomly selected physicians from three medical fields was conducted. In our study, we analyzed physicians’ evaluation of online ratings. Due to the increase of mobile devices, we further focused on a rating app that offers a list of eligible physicians including patient reviews. Physicians were asked to rate the following on a 7-point scale: (1) the perceived usefulness of online ratings, (2) the interest in online feedback, (3) the physicians’ attitude towards a rating app, (4) their intention of recommending the app to patients, and (5) their propensity to use such an app. Orientation variables were assessed by asking to what extent a physician wants to keep up with other physicians and to what extent a physician is empathic (7-point scale). Data were analyzed by using analysis of variance and contingency analysis.
Results: In general, physicians are skeptic, but they are interested in online feedback. Our study revealed that physicians’ attitudes towards rating sites are influenced by their competitive and patient orientation, age, and medical field. Especially young physicians assess rating sites as being more useful than older ones (F = 8.333, P < .001), general practitioners more than other types (F = 4.260, P = .02) and patient-oriented physicians consider rating sites to be more useful (F = 6.725, P = .01). The means of all variables demonstrated an interest in online feedback. Young physicians are more interested in feedback (F = 4.143, P = .02). General practitioners and orthopedists are more interested than dermatologists (F = 4.056, P = .02). Competition- and patient-oriented physicians have higher interest in feedback than others (F = 8.329, P = .004; F = 15.101, P < .001). Regarding the rating apps, significant differences were identified only with regard to competition- and patient-oriented physicians. They have a better attitude towards the app (F = 23.325, P < .001; F = 18.985, P < .001); they are more likely to recommend it to patients (F = 31.652, P < .001; F = 23.887, P < .001), and would tend to use the app to obtain information on their own evaluations (F = 22.758, P < .001; F = 26.409, P < .001). There are no significant differences among demographic data regarding the attitude towards the app, its recommendation and the physicians’ own use of it.
Conclusions: Physicians have a skeptical attitude towards online ratings but they are interested in feedback. Concerning the differences, demographic variables help to understand physicians’ attitudes regarding online ratings. However, with respect to rating apps, only competitive and patient orientation were influential.