The Relationship Between Physician Self-Disclosure and Patient Acquisition in Digital Health Markets: Cross-Sectional Study

TL;DR

Physicians can attract more patients online by strategically sharing detailed and varied information about themselves, especially in regions with strong digital health infrastructure.

Contribution

This study introduces physician self-disclosure as an active patient acquisition strategy in digital health markets, highlighting breadth and depth of disclosure as key factors.

Findings

Self-disclosure breadth significantly increases patient visits, more so than self-disclosure depth.

Digital health care level (DHL) amplifies the effect of both self-disclosure breadth and depth on patient acquisition.

Physicians can use strategic self-disclosure to influence patient decisions in online health platforms.

Abstract

Online health communities have evolved into digital marketplaces where physicians have to compete for patients. Existing research examines physician-patient dynamics through a patient-centric lens, treating physicians as passive recipients of ratings and reviews, while the strategic role of physician self-disclosure remains unexamined. This gap constrains a comprehensive understanding of how physicians can actively shape patient decisions, making the investigation of strategic self-disclosure imperative.

This study aims to investigate the relationship between physician self-disclosure breadth (scope of information) and depth (detailed expertise) and patient decision-making, as well as whether regional digital health care level (DHL) moderates these relationships.

We conducted a cross-sectional analysis of observational data to test these relationships. Data were collected from China’s online health care platform Haodf from September to December 2024. Self-disclosure breadth (including clinical performance, academic experience, and social reputation), self-disclosure depth (including expertise coverage, richness, and granularity), and patient decision-making (total visits) were captured through manual content coding and quantitative measurement. We used structured content analysis to extract the disclosure components, informational scope, and descriptive details of each profile. Then, using validated operational formulas, we calculated the composite indices for disclosure breadth and depth based on the coded dimensions. The study generated 1798 final physician samples with complete data across 14 focal variables. The hypotheses were tested using an ordinary least squares regression model, and 4 robustness checks were conducted, including variable substitution and different resampling techniques.

In the primary ordinary least squares regression models, self-disclosure breadth was significantly and positively associated with patient visits (β=0.255, 95% CI 0.054-0.456; P=.01), as was self-disclosure depth (β=0.098, 95% CI 0.030-0.167; P=.005). The breadth×DHL interaction was positive and significant (β=0.261, 95% CI 0.061-0.461; P=.01). Similarly, the depth×DHL interaction was positive and significant (β=0.070, 95% CI 0.002-0.138; P=.045). It should be noted that the association for self-disclosure breadth was stronger than that of self-disclosure depth. DHL strengthened the relationship between the disclosure strategies with patient visits. This contextual amplification indicates that DHL serves as a critical boundary condition, determining the degree to which physician self-disclosure strategies translate into patient acquisition outcomes.

This study reconceptualizes physicians as strategic agents shaping patient decision-making through purposeful self-disclosure. Different from existing studies treating physicians as passive recipients of ratings and reviews, our research demonstrates that physicians can strategically shape patient acquisition through self-disclosure breadth and depth. This study brings new insights to digital health markets by demonstrating that self-disclosure operates as a viable patient acquisition mechanism, wherein the DHL acts as a critical boundary condition. The findings have real-world implications: (1) physicians can leverage evidence-based disclosure strategies, (2) platforms should implement context-adaptive features, and (3) policymakers should prioritize digital infrastructure investments to enhance physicians' competitive capabilities and patient decision-making quality.

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