Does your practice maintain a Web site? Chances are the answer is no, but you probably are considering one. Most practices-60 percent-do not have a Web site, according to a 2001 survey by the American Medical Association, but as using the Internet for e-mail, research, online purchases and more becomes commonplace, initiating and maintaining a Web presence for your practice not only is a patient expectation, it can benefit your practice in several ways.
Informational to Interactive In its simplest form, a medical practice Web site might be thought of as an online brochure about your practice. Such a site might contain physicians’ names and photos, credentials, areas of expertise, the practice location and map, business hours, contact information, and practice philosophy or mission. It might also list the types of insurance accepted by the practice and state whether or not new patients are being accepted. With just this basic site, and with its Web address (URL) publicized on your business card, letterhead and other marketing materials, patients and referring physicians will be able to locate your practice online and will always have access to the most current information about it.
A slightly more sophisticated site might include educational information regarding the disorders you routinely treat, as well as links to patient resources on other sites such as https://www.neurosurgery.org and https://www.spineuniverse.com. Forms that new patients need to complete might be posted as PDF files that patients can print out at home, fill out, then bring to the first appointment. However, as more information is included on the site, a plan and budget for regularly updating it needs to be in place.
A basic informational site can evolve into an interactive link between patients and the practice. Incorporating e-mail into the site within the guidelines set forth in the Health Insurance Portability and Accountability Act of 1996 (HIPAA) is a logical addition (see “E-mail Communication With Patients” in this issue). Not only do 54 percent of patients say they would switch to a doctor who offered e-mail communication, but the added benefit can augment their satisfaction. “Web based physician-patient communications systems can increase patients’ perception that they are spending more time with the doctor without the doctor actually spending more time with patients,” stated Robert B. Elson, MD, in Group Practice Journal.
Other interactive options might include forms that patients can complete and submit online; appointment scheduling; a system for processing routine prescription refill requests; reporting of normal test results; reimbursable consultations with patients; and even patient access to billing and medical records.
If you’re not ready for a major investment of time and money, but do want to choose from a range of services, a good starting point might be Medem.
Medem Offers a Lot for a Little
Medem https://www.medem.com, a company founded by medical societies, also is an AANS partner. Among the Medem offerings are a customizable practice Web site; Secure Messaging and, new in 2002, Online Consultation, both of which promise compliance with proposed HIPAA regulations; and a library of clinical content. The service allows for initial set-up of an informational practice site, with the opportunity to update information or to include or delete interactive services as the practice prefers.
There are no fees associated with Medem services, according to Susan Wolcott of Medem. Setup and service fees associated with Online Consultation (typically $2.50 per consultation) are the exception.
Anyone who has installed a new software application or configured a new e-mail account will be familiar with the set-up “wizard” used to develop a Medemm site.
Before setting up a new site, registering using your AANS membership number is required. Then a series of interactive forms allows you to provide the information about you and your practice that you want your patients to see. You’ll also be asked to create your URL (for example, www.drpatsmith.medem.com) and then choose additional services if you wish.
It’s easy-perhaps too easy. One physician contacted for this article had constructed his site in such short order that he had neither thought to write down his URL (which is needed to publicize the site) nor his user ID and password (which are needed to update the site). If this scenario sounds familiar, go to www.yourpractice online.com and follow the instructions in the log-in form or contact Medem by phone at (877) 926-3336 or by e-mail at [email protected] to obtain your site’s vital information.
Medem is only one service provider of the many available. Whether a basic informational Web site or a fully interactive site is desired, finding a provider that fits the scope of your needs and your budget (including regular site updates) is key to the site benefiting your practice and your patients-and not just increasing the workload for you and your staff.
Manda J. Seaver is staff editor of the Bulletin.