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Clinical Challenges in Otolaryngology
May 2001

Internet Marketing Essential to Physician and Patient Successes

Author Affiliations




Arch Otolaryngol Head Neck Surg. 2001;127(5):604. doi:10.1001/archotol.127.5.604

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.

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