Consumers Turn to the Internet for Health Information When the Stakes Are High

by Herb Newborg, D.C.

The internet is changing the way Americans connect with information when making health care decisions. Two major drivers for this change are broadband (high-speed) internet connections and personal motivation, according to Pew Internet & American Life Project associate director Susannah Fox.

The Pew Internet Project estimates that between 75% and 80% of American internet users have looked online for health information. This estimate is in line with Harris Interactive's latest data on online health seekers (81% of internet users; 66% of all adults are searching online for health information).

Information Gathering Now a Habit for Many

This latest Pew Internet Project survey confirms that information gathering has become a habit for many Americans, particularly in the 55% of households with broadband connections. Home broadband has now joined educational attainment, household income and age as the strongest predictors of internet activity. For example, 78% of home broadband users look online for health information as compared to 70% of home dial-up users. Home broadband users are twice as likely as home dial-up users to do health research on a typical day—12% vs. 6%. High-speed, always-on connections enable frequent and in-depth information searches, which is particularly attractive if something important is at stake.

Disability, Disease Tend to Increase Internet Usage

People, who feel they have a lot at stake, are more likely to engage intensely with online resources. Internet users, living with a disability or chronic disease, are more likely to be wide-ranging online health researchers and to report significant impacts from those searches. For example, 75% of internet users with a chronic condition say their last health search affected a decision about how to deal with an illness or condition as compared to 55% of other e-patients (patients seeking health information online).

Newly diagnosed e-patients and those who have experienced a health crisis in the past year are also particularly tuned in: 59% say the information they found online led them to ask a doctor new questions or get a second opinion, as compared to 48% of those who had not had a recent diagnosis or health crisis; 57% of recently challenged or diagnosed e-patients say they felt eager to share their new health care knowledge with others, compared to 45% of other e-patients. Experienced e-patients are posting technical advice online about managing a certain disease as well as advising people about how to communicate with health care providers. Other e-patients are gaining national attention by documenting significant problems with a drug, problems that FDA failed to catch. Some people are uploading their "Observations of Daily Living" in order to track their symptoms or reactions to various medical interventions.

More than Convenience

It is not just the convenience that draws internet users, but the positive experiences that most people have with online research. In health, the impact of an online information search is more likely to be helpful, not harmful. Thirty-one percent of e-patients say they or someone they know has been significantly helped by following advice or health information found on the Internet. Only 3% of health seekers say they or someone they know has been seriously harmed by following the advice or information they found online.

In conclusion, the population of e-patients has stabilized at 75% to 80% of all internet users and it is clear that broadband allows people to engage more deeply with information sources and with each other. And circumstances such as a serious diagnosis can kick that engagement into high gear. The most affluent, highly educated and in need of care segment of the population is on the internet, looking for answers to their health challenges. There is a pressing need to present chiropractic (the world’s largest, most-established, licensed drugless health care option) to this ready, eager and actively searching majority of the American population with an organized, professionally designed and executed campaign. This unprecedented window of opportunity will not stay open forever.

Herb Newborg is president of Chiropractic America. Chiropractic America and Ogilvy PR Worldwide firm, Feinstein Kean Healthcare (FKH) have developed a national marketing communications program centered on www.YourSpine.com, a website designed to educate patients about the importance of spinal health. You can reach him at 1-215-310-1735 or 1-877-846-8544

Ask the Advisor Q&A with Lisa and Larry

by Larry Goodman, D.C.

Q: What can I do to bring more money into my practice?

A: Bringing more money into a practice usually means one of two things, possibly both: increasing the number of patients or increasing reimbursement per visit. If bringing in more patients is the answer, then new marketing programs would be effective. There are marketing programs out there anywhere from $50 to $3,000. There is a marketing program out there that uses the Internet search engines to bring you more patients, which ranges from $50.00 to $200.00 per month. There are also many companies out there that are willing to take you on a small term contract, just remember that when taking on a new vendor negotiate terms on every level. When talking to marketing companies, we feel that they are really quick to try and sell us something. Did you know that there are many companies out there that will do a complimentary marketing analysis? It is always helpful to see your practice through somebody else’s eyes. Allow yourself to get a free marketing analysis and ask what else the company offers.

Reimbursement per visit is usually not the same for every practice. It is important to understand the patients’ diagnosis’ and symptomology while keeping in mind what other services they may need. At the same time, it is important to keep in mind the payer mix that your practice has. There are some questions to ask yourself in order to determine what would enhance revenue for your office. Ask yourself how many types of products and services you send out to other doctors. Are there any of those things that can remain in house? There are a few things that you need to know:

You need to know how many patient visits you are doing a week

Insurance Plans that your patients are on (to make sure you are able to get on those plans)

Have you surveyed your patients to see if they would be able to utilize the services of an MD?

Q: I’m thinking of bringing an MD into my office. What are some things that I need to know before doing this?

A: Be aware of your cash flow. Be prepared to set up a budget, get information and do a cross analysis of how much a doctor is going to cost you. Know the hourly rate for a doctor and include the cost of malpractice insurance, and understand that the doctor will not be paying for him/herself for at lease 90 to 120 days.

Q: How can I cut my overhead without cutting service and efficiency?

A: There are a lot of programs out there that will actually increase efficiency and cut overhead. For example, one of the things that we recommend is an automated phone service that will actually confirm appointments for you. This alone will cut your administrative staff by 20 hours a week. This is also the time to look around your office and track your expenses so that you can try to save some money. Something that might seem very simple like changing a malpractice carrier can actually save you up to 25% to 30% alone.

Q: I am frustrated in my office because I am having a hard time with my collections and my colleagues have suggested that I search for a billing company. What are some of the things to look for in a billing company; they all seem so much alike?

A: First of all, the one question that everyone asks a billing company is what the percentage that they keep is. The percentage is important, but do not get fooled by a low percentage. Low percentage could mean low service. You want to know what the percentage is and if they collect, you have to make sure that they not only bill but they also collect. When you interview billing companies, find out what their appeals process is and if you are able to access that information at any time. Also, ask if they give you anything free, some billing companies will throw in an EMR system at no cost.

Dr. Larry Goodman is a chiropractor and a psychologist who has been doing consulting and practice management for 15 years. He also works for the University of Miami. He is also the clinical director of Physicians Choice Concierge, which is a company specializing in revenue enhancement for chiropractors, medical doctors, and multi disciplinary practices across the nation.