Simone Jaeger*, Department of Communication, Johannes Gutenberg-University Mainz, Germany, Eppstein, Germany Track: Research Presentation Topic: Consumer empowerment, patient-physician relationship, and sociotechnical issues Presentation Type: Oral presentation Submission Type: Single Presentation Building: Mermaid Room: Room 4 - Queenshithe Date: 2013-09-23 10:30 AM – 11:15 AM Last modified: 2013-09-25

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Background: The development of health information on the Internet has an impact on patients, physicians and their relationship. Especially, the order and function of health communication is reshaped and the roles of health professionals and patients are not that sharply distinguishable like they once were. Symptoms, diseases and therapies aren’t only a direct matter of interest for medical practitioners but also for patients – that is, with a simple, fast and cost-effective click on the Web. Before consulting a doctor, patients frequently look up health information online. As far as the offer of medical information on the Web and the patients’ interest in it are concerned, we are talking about a trend which has grown rapidly during the past ten years. The meaning of this health-related Internet research cannot be limited to patients: It obviously concerns medicating doctors because patients confront them with the outcomes of their research. How physicians deal with the so-called Internet patients is not only a neglected perspective in the research field of health communication but highly relevant to their relationship.

Objective: With regard to the indirect effects model (Gunther & Storey, 2003), the patients’ behavior as to their search for information on the Internet has an impact on treating doctors inasmuch as the latter ones perceive the shape of this information trend, the effects on patients and on their relationship to them and react to this perception. In the center of concern are physicians’ perception, attitudes and behavior, especially their communication and behavioral strategies in the context of their contact with Internet patients. Due to its explorative character, the study also gives an insight into the doctors’ general impression and evaluation, experiences with Internet patients, defined problem areas and contextual conditions.

Method: For this qualitative study (2012), fourteen German health professionals, seven general practitioners and oncologists each, have been interviewed face-to-face. In the analysis and interpretation section, the two types of medical doctors are compared with consideration of the individual cases.

Results: All interviewees perceive the information trend portrayed above and report on adapted attitudes and behavior. Similarities between the two types of healthcare professionals are mainly in the sections evaluation, perceived effects on patients and, partly, perceived effects on their relationship to patients. The most obvious differences are in the sections experiences with Internet patients, estimated effects on doctors, own specific behavior and conditioned problems for physicians. The general practitioners have made extremer experiences – e.g. the Internet as a negative placebo, patients putting a physician’s self-control to the test and defending oneself against being exploited by informed patients – whereas the oncologists respond more concretely in many cases – which also becomes evident regarding their advices to other doctors and further ideas – and have developed distinguishable strategies in order to deal with their Internet patients.

Conclusion: This development does not stop in front of treating health professionals: General practitioners as well as oncological specialists, both with different demographic characteristics, perceive the described information trend on the patients’ side and react to it in their attitudes and behavior.