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Commercial healthcare and hospital‐based web sites appear to exhibit distinctive formats. This paper aims to compare two award winning medical web sites with two top commercial healthcare web sites in an effort to determine significant predictors of positive attitudes toward the web sites when actively searching for healthcare information.

Three linear regressions were utilized to test the paper's hypotheses. Subjects entered a computer laboratory and were given search tasks for health information to complete within four web sites (two commercial and two hospital‐based web sites – order randomized).

The study shows how user perception, attitude and gratification are revealing of the strengths and weaknesses of hospital‐based vs commercial healthcare web sites as a means of providing users with healthcare information. Commercial healthcare web sites are viewed significantly more positively than hospital‐based web sites, revealing that overall web site quality and ease of use to be the dominant predictors of positive attitudes toward the web sites.

The ecological validity of using real web sites presents challenges in terms of controlling for alternative explanations stemming from within web site type. Future research could explore different tasks that can be facilitated by medical web sites and assess the attributes of the web sites accordingly.

The paper can help design and develop better hospital‐based and commercial healthcare web sites.

This research explored actual information search behavior and the resulting web site user perceptions in an effort to bring academic inquiry into practice. Nothing similar to the hypotheses or this methodology has been found within the web site effectiveness literature, neither generally nor specifically within the healthcare industry.

While hospitals have done much over the last five years to push new media marketing, little research has been done to find out whether such endeavors are justified by users' healthcare online information consumption. This study attempts to find evidence for or against such endeavors.

Using the Delphi technique, this study investigated both users' healthcare video consumption behavior and their underlying rationales through three rounds of questions among 30 users of varied demographic backgrounds as a purposive sample.

Most participants did not watch videos hospital web sites because of their stereotypical understanding that hospital web sites provide no more than clerical information and because of videos' perceived inefficiency in delivering relevant and personalized information. However, most participants expressed their willingness to watch videos if the presentation is improved.

Although the Delphi technique is arguably the best approach when there is no defined population for sampling, a small sample may still be inadvertently biased toward the participants.

Hospitals need to make users aware of the abundant healthcare information in multimedia formats including video on their web sites, present the relevant content, and make such presentations easily digestible.

Hospitals' move into online new media marketing may help hospitals establish levels of trust with their online users comparable to the levels doctors currently enjoy and encourage consumers to visit hospital web sites as part of their healthcare decision‐making process.

For the very first time, this study has answered from the users' perspective and with evidential support the question whether hospitals' march into new media marketing is justified.

The objective of this paper is twofold: first to determine to what extent Spanish public hospitals are using their web sites to provide useful information to users and to improve hospital‐patient relationships, and second to determine which factors have an influence on web site adoption and level of development over time.

The web sites of public hospitals were searched for and analysed in 2005 and 2008. Their contents and features were scored using an 86‐item checklist. Several hypotheses were proposed regarding the influence of internal and external factors on web site adoption and level of development. Logit and linear regressions were conducted to test the proposed hypotheses.

Half of the Spanish public hospitals do not have a web site. The hospital web sites were acceptable in the information dimension but should improve their interactive features, as well as their navigation and usability. No significant improvements were observed during the period analysed. The size of the hospitals was a determining factor for web site adoption and level of development in both years. However, from 2005 to 2008, external factors – in particular internet penetration – became a significant factor to explain the adoption and level of development of web sites.

Citizens are increasingly relying on the internet to search for health‐related information. Hospital managers should exploit the advantages of implementing and properly developing a web site in order to improve the patient‐care provider relationships and offer citizens reliable information about healthcare.

To date, no empirical study has analysed the factors that influence the implementation of hospital web sites or the evolution of their contents and quality over time.

Marketers and health care providers alike have been actively using the internet to provide information and market a wide variety of health care services and products. This study aims to address consumer's perceptions regarding the quality and ethics of eHealth care web sites.

Using a national random sample of 1,227 respondents, this study identifies online health care information seekers and explores the type of information they seek, their perceptions of eHealth web site quality and ethics, and eHealth care purchases.

The results indicate that while WebMD currently dominates the eHealth care market, the future for niche eHealth care web sites appears promising as consumers' perceptions of eHealth care web site quality and ethical behaviors improve.

Using quality dimensions identified by trade associations, it appears consumers believe useful and accurate healthcare information can be found online, which suggests the potential for developing a trusting relationship. In addition, it appears the development of ethical codes for eHealth web sites is having an affect on consumers' perceptions.

Healthcare information is now available online 24 hours a day and, approximately, 63 percent of physicians use the internet in their practice. But, how do consumers seek health information online? And do consumers perceive these online web sites to be ethical? The current study is unique in its focus on examining eHealth code of ethics using guidelines from several prominent online eHealth ethics organizations.

The internet provides a wide range of technologies that enable health professionals to communicate with people. It ultimately may soon be the primary source for an individual searching for healthcare information, even for emerging economies such as Turkey. This study aims to examine how perceived benefits, perceived quality, and reliability of electronic health (e‐health) information affect intention to repeat e‐health information search behavior.

Through an announcement on one of the well‐known health web sites in Turkey, 376 out of 386 valid and complete responses were received via an online survey. The data were analyzed using exploratory factor analysis and multiple regressions analysis.

Results of the study indicate that the personal health issues component of perceived benefit has received the most consistent support as the factor that influences future health information search intention on the internet.

Research findings show that consumers use health web sites as a complementary tool rather than self‐diagnosing. Considering this, suggestions were made for web site designers to concentrate on information needs of consumers especially on personal health issues. Nevertheless, scope of data collection and focusing on intention rather than actual e‐health search behavior are the limitations of this study.

The internet was used by 45 percent of Turkish internet users for searching health‐related information approximately in 2009. So, how do these e‐health information seekers evaluate the benefits, quality, and reliability of e‐health information? Do benefits, quality, and reliability of e‐health information affect future e‐health information search intention? This study is unique in addressing all these questions for Turkish internet users.

The first objective of this study is to examine the nature and extent of intellectual capital (IC) information Australian hospitals disclose to their stakeholders (patients, general public, healthcare professionals) via the internet. The second objective is to examine whether four hospital characteristics influence the disclosure of IC‐related information.

Analysis reported in this study is based on IC disclosures by 128 hospitals on their internet web sites. IC disclosure is measured using an 85‐item research constructed index that covers six major sub‐categories. Measurement of IC disclosure was conducted during a four month period in the last third of 2005.

It is found that whilst the incidence rate of hospitals disclosing IC information is high, the extent of IC disclosure is relatively low. The quantity of IC disclosure varied significantly between different IC sub‐categories. In addition, the paper investigates possible determinants of variations in IC disclosure by Australian hospitals. Specifically, it is found that the quantity of IC information disclosed on a hospital web site varied according to the state location, designation as a private or public hospital, whether the hospital is specialized or general in its operations, and if the hospital is based in a city or regional location. A hospital's designation as being network or non‐networked is not a significant determinant.

Few studies have examined the disclosure of IC information by healthcare providers such as hospitals. No studies, to the knowledge of the authors, have examined the specific disclosure of IC information by hospitals on their internet web sites.

Healthcare is becoming an important part of people's online content consumption, with people searching for information on diseases or medical problems, treatments or procedures, particular doctors or hospitals, or about parking. This paper aims to investigate what users deem essential on patient‐oriented interactive e‐health tools on hospital web sites.

The findings are based on 242 patients/users from diverse backgrounds in a purposive sample. A modified Delphi technique was used in two rounds of survey to collect and analyze data.

The respondents highly desire core‐business tools, especially access to medical records and lab results, while discounting hospitals' efforts to connect to social media. Hospitals' e‐health implementation on their web sites has greatly lagged behind the users' needs for interacting with hospitals online. It is concluded that, while continuing to provide traditional functional tools, hospitals should expedite their development in providing core e‐business tools and emerging functional tools in order to accomplish multiple objectives, including service, education, and marketing.

Hospitals' e‐health development efforts have been behind the users' expectations at large. Future research should explore whether such lagging has resulted mainly from the lack of technical know‐how, lack of funding, and/or lack of vision on the administrative level.

The paper provides solid empirical evidence for US hospitals to (re)consider how to prioritize their efforts in implementing e‐health online so as to build a user‐centric web site.

Most US hospitals have implemented some form of e‐health online to serve their patients/users, but rarely have researchers studied such efforts. As a result, hospitals have had little evidence to gauge their implementation success. This is the first empirical study that investigates from the patient/user perspective the usefulness of various interactive e‐health tools online.

Healthcare is among the fastest‐growing sectors in both developed and emerging economies. E‐healthcare is contributing to the explosive growth within this industry by utilizing the internet and all its capabilities to support its stakeholders with information searches and communication processes. The purpose of this paper is to present the state‐of‐the‐art and to identify key themes in research on e‐healthcare.

A review of the literature in the marketing and management of e‐healthcare was conducted to determine the major themes pertinent to e‐healthcare research as well as the commonalities and differences within these themes.

Based on the literature review, the five major themes of e‐healthcare research identified are: cost savings; virtual networking; electronic medical records; source credibility and privacy concerns; and physician‐patient relationships.

Based on these major themes, managerial implications for e‐healthcare are formulated. Suggestions are offered to facilitate healthcare service organizations' attempts to further implement and properly utilize e‐healthcare in their facilities. These propositions will also help these stakeholders develop and streamline their e‐healthcare processes already in use. E‐healthcare systems enable firms to improve efficiency, to reduce costs, and to facilitate the coordination of care across multiple facilities.

The purpose of this paper is to examine the adoption of videos on US hospital web sites in an attempt to find out how this new medium had been used by hospitals for marketing purposes.

Based on a systematic probability sample of the 6,456 US hospital web sites, a content analysis is conducted to measure the effects that hospital service quality, hospital size, hospital affiliation, and geographic population had on the diffusion of online videos.

The paper has found that, although the critical mass for using videos on hospital web sites has been reached, for the overwhelming majority of the hospitals, including those that are already using videos, there is still a long way to go in learning how to harness the power of video for marketing and to make videos an integral and routine part of their marketing strategy.

Further studies need to be conducted to uncover hospitals' attitudes and users' attitudes toward new media adoption on hospital web sites for presenting healthcare information.

The paper gives readers an overview of the current state of hospitals' efforts in adopting new media for marketing and can greatly help hospitals better position their marketing strategies to serve their patients, communities, and hospital staff, and invest in the right technology and new recruits.

The literature search indicates that this is the first study of its kind that has attempted to find out how hospitals have taken advantage of video, a salient Web 2.0 phenomenon, to present healthcare information on their web sites as a marketing strategy.

The purpose of this paper is to analyse the quality of online information about sexually transmitted diseases (STD) and determine which web sites are suitable for patients to read.

This study evaluated the integrity, accessibility, readability, reliability, and completeness of 75 web sites providing information on one of five different types of STD. The Google AdWords Keywords Tool was used to determine the five most frequently searched STD terms: HIV, herpes, chlamydia, syphilis, and gonorrhoea. These five terms were then subjected to a Google search, and the first 15 web sites found for each term were evaluated. The web sites were assessed for integrity on the basis of a defined integrity score, accessibility on the basis of three levels of conformance to Web Content Accessibility Guidelines, readability on the basis of the Flesch Reading Ease score and the Flesch-Kincaid grade level, reliability on the basis of the LIDA instrument, and completeness on the basis of the quality appraisal instruments developed by the authors.

The results suggested that the quality of information available on different web sites is inconsistent, and the information maintained by government web sites is most appropriate for general public users in terms of integrity, accessibility, readability, reliability, and completeness.

There are currently no studies analysing the quality of online information about STDs.