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Internet Marketing Essential to Physician and Patient Successes
Arch Otolaryngol Head Neck Surg. 2001;127:604.
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Based on the information I receive as a technology specialist working
for a medical association, I believe that Dr Rothschild presents a balanced,
comprehensive, and accurate point/counterpoint of the state of the Internet
with regard to physician practices. The "cons" are real and significant obstacles,
particularly the legal issues, technophobia, inertia, and perhaps a cavalier
attitude as well. The issue of federal and local regulation of communications
between physician and patient via the Internet is indeed controversial, but
e-mail communications may also increase both the risk that the written words
will be harmfully misinterpreted and the liability associated with that misinterpretation.
Figure appears in full text version.
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In support of the "pro" position, I offer a few brief comments. Any
business that does not embrace the Internet will ultimately suffer. For many
Americans, the search engines on the Internet are replacing the telephone
yellow pages. Medical societies' Web sites list the names and . . . [Full Text of this Article]
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