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<p><strong>You Are Here:</strong> <span class="crumb_link"><a href="/" class="crumb_link">AHRQ Archive Home</a> > <a href="/research/resarch.htm" class="crumb_link"><em>Research Activities</em> Archive</a> > <a href="." class="crumb_link">April 2008</a> </span></p>
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<td><h1><a name="h1" id="h1"></a>Primary Care Research</h1>
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<h2>Individuals will use Web-based data about physician characteristics and performance to choose a doctor</h2>
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<p>Patients rarely use much of the care performance data available to them. One reason is that consumers are most interested in physician-level information rather than quality data on the hospitals, health plans, and medical groups that are typically profiled. When patients seeking a new primary care physician (PCP) were invited to view Web-based information to inform their choice, only 17 percent visited the Web site. However, according to a new study, those who did visit the Web site used the information to inform their choice of a PCP.</p>
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<p>The researchers invited adult patients seeking a new PCP at 2 California medical groups to view Web-based information on 14 adult PCPS in the medical groups. The Web site provided physician credentials (such as years in practice, medical school, specialty certification, and hospital affiliations); personal characteristics (for example, age, gender, ethnicity, and languages spoken); office location and hours; and patient experience scores based on a survey of five summary measures of physicians (interpersonal quality, appointment access, care coordination, health promotion, and patients' willingness to recommend the physician).</p>
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<p>Patients cited patient experience scores for individual physicians as the factor most often influencing physician choice (51 percent). Among these measures, patients' highest priorities were a physician's interpersonal quality (37 percent) and patient recommendations of the PCP (41 percent). Patients who cited these priorities had nearly 10 times the likelihood of choosing a
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highly scored physician (well aligned with their priorities) after viewing the Web site data than they did by chance. Targeting patients known to be making a health care decision appears to promote the use of performance data, conclude the researchers. </p> <p>The study was supported in part by the Agency for Healthcare Research and Quality (T32 HS00060).</p>
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<p>See "Providing patients Web-based data to inform physician choice: If you build it, will they come?" by Gary Fanjiang, M.D., M.B.A., Ted von Glahn, Hong Chang, Ph.D., and others, in the October 2007 <em>Journal of General Internal Medicine</em> 22(10), pp. 463-366.</p>
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