Dermatology Internet Yellow Page advertising - 09/08/11

Doi : 10.1016/j.jaad.2006.03.021

Shayla Francis, MD ^b, Katarzyna Z. Kozak, BS, MS ^b, Lauren Heilig, BA ^b, Kristy Lundahl, MBA, MS ^b, Terri Bowland, DO ^b,^c, Eric Hester, MD ^b, Arthur Best, JD ^d, Robert P. Dellavalle, MD, PhD, MSPH ^a,^b,^⁎
^a From the Denver Veterans Affairs Medical Center
^b Department of Dermatology, University of Colorado at Denver and Health Sciences Center, Aurora
^c St Elizabeth’s Hospital, Utica
^d University of Denver Sturm College of Law

Reprint requests: Robert P. Dellavalle, MD, PhD, MSPH, Denver Veterans Affairs Medical Center, Department of Dermatology, 1055 Clermont St, Mail Stop 165, Denver, CO 80220.

Denver and Aurora, Colorado; and Utica, New York

Abstract

Background

Patients may use Internet Yellow Pages to help select a physician.

Objective

We sought to describe dermatology Internet Yellow Page advertising.

Methods

Dermatology advertisements in Colorado, California, New York, and Texas at 3 Yellow Page World Wide Web sites were systematically examined.

Results

Most advertisements (76%; 223/292) listed only one provider, 56 listed more than one provider, and 13 listed no practitioner names. Five advertisements listed provider names without any credentialing letters, 265 listed at least one doctor of medicine or osteopathy, and 9 listed only providers with other credentials (6 doctors of podiatric medicine and 3 registered nurses). Most advertisements (61%; 179/292) listed a doctor of medicine or osteopathy claiming board certification, 78% (139/179) in dermatology and 22% (40/179) in other medical specialties. Four (1%; 4/292) claims of board certification could not be verified (one each in dermatology, family practice, dermatologic/cosmetologic surgery, and laser surgery). Board certification could be verified for most doctors of medicine and osteopathy not advertising claims of board certification (68%; 41/60; 32 dermatology, 9 other specialties). A total of 50 advertisements (17%) contained unverifiable or no board certification information, and 47 (16%) listed a physician with verifiable board certification in a field other than dermatology.

Limitations

All Internet Yellow Page World Wide Web sites and all US states were not examined.

Conclusion

Nonphysicians, physicians board certified in medical specialties other than dermatology, and individuals without verifiable board certification in any medical specialty are advertising in dermatology Internet Yellow Pages. Many board-certified dermatologists are not advertising this certification.

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Plan

Methods

Results

Discussion

Supported by the National Cancer Institute grant K-07CA92550 (Dr Dellavalle), National Institute of Health grant T32 AR07411 (Dr Hester), and the Department of Dermatology, University of Colorado at Denver and Health Sciences Center.
Conflicts of interest: None identified.
Presented as a poster at the American Academy of Dermatology Annual Meeting in New Orleans, Louisiana, February 18-22, 2005.