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New Web sites help consumers find docs with specific characteristics

Executive Briefings Digest, March 28, 2006

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Several new Web sites are putting a new spin on affinity-group marketing by helping consumers find healthcare providers and doctors with specific characteristics, including race, religion, and sensitivity to sexual orientation, reports The Washington Post.

Some of the sites are run by the Gay and Lesbian Medical Association, Christian Medical & Dental Associations, and National Medical Association-an organization of African-American doctors. Patients can use these Web sites for free. Site operators said they created the services after studies showed that some patients relate better to physicians of the same race, according to The Post.

Officials from the Christian Medical & Dental Associations told The Post that the database receives approximately 65,000 hits per month, with users seeking physicians who share the same worldview on clinical issues. The gay and lesbian group's search engine emphasizes the importance of finding a doctor with whom patients can feel comfortable discussing their sexual orientation and, as a result, ensure proper healthcare.

Source: Healthcare Leadership Review

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