According to a Pew Internet & American Life Project study “Health Information Online,” eight in ten internet users have looked for health information online, with increased interest in diet, fitness, drugs, health insurance, experimental treatments, and particular doctors and hospitals. It was also found that women younger than 65, with college degrees are the most likely to use the internet for health information. Interestingly enough this is same target customer for cosmetic procedures.

The WebMD Health Network averaged approximately 41.7 million unique monthly users with total traffic of approximately 963 million page views during the first quarter. This was an increase in unique monthly users of approximately 43% from the prior year.

Both of these statistics confirm the importance of comprehensive websites for physicians who primarily deal in non-reimbursable procedures, such as aesthetic medicine. Since patient education is a critical component in building a successful aesthetic medicine practice, the web gives the physician a great opportunity to educate the patient before they get to the office. In addition, many patients are unsure of what most aesthetic treatments entail, including Botox, Perlane, Juvederm, and Restylane injections, chemical peels, laser hair removal, and laser skin resurfacing. It is important that aesthetic medicine physicians are prepared to spend time to help educate their patients. This is where leveraging the internet to educate your patients can really help an aesthetic practice.

Physician web sites should be kept simple, but must have some critical information. You need to identify your services with before and after photos, benefits, possible side affects and risks. Try and get some photos of your facility, and include information about you and your staff. The goal is to build confidence in you and your practice.

It is estimated that over 50% of your patients will visit your web page before they come in. It’s also important not to forget to include your general practice information, like hours of operation, address, phone number, parking information, and even a map.

Patients aren’t the only ones using the internet, eMedicine.com provides physicians and healthcare professionals detailed clinical information relevant to the diagnosis and treatment of a broad range of medical conditions. Aesthetic medicine is such a fast growing field, the International Association for Physicians in Aesthetic Medicine gives their members access to WebMD’s eMedicine institutional database as part of a membership benefit.

More often than not, your web site is the first impression that a potential patient has of your practice. Make sure the impression you give is favorable. The information needs to be accurate and up to date, and reflect the professionalism of your practice.

By including information about the procedures you perform on your web site is a great way to help reduce the amount of time you spend educating your patient in your office. This will allow them to be better prepared, and give you both a more productive consultation.