A study with 1,000 patients looked at what influences the choice of PCP and specialist. The data clearly show that patients want high quality, skilled physicians but first look to financial matters.
When patients do search for a physician, the ubiquitous internet is their first channel:
And when confronted by patient reviews, 92% trust them to one degree or another:
There is more data in the report, such as referrals, online access, and willingness to switch. All in all a great white paper for pharma marketers for more insight into how patients rely on the internet for all health decisions.