% 0期刊文章% @ 1438 - 8871 V %我Gunther Eysenbach % 1% 1% N P e2 % T医学先驱在网络空间:德国业主广告WWW % Schuh,克劳迪娅% + Voss-Strasse 63, 30163汉诺威,德国,n3x31001@rrzn-user.uni-hannover.de % K建立医生% K互联网% K广告% K调查% K营销卫生服务% K私营部门% K德国% K公共关系实践管理% D % K 7 5.8.1999 % 9 1999%短论文% J J互联网Res % G英语% X背景:在过去的几年里，互联网用户的数量呈爆炸式增长。随着互联网用户数量的爆炸式增长，公共卫生部门的成本也随之增加。这使得政治和医疗管理方面的负责人努力节省成本。这些节约措施尤其影响了老牌医生。目前的德国企业老板面临着未知的经济形势，被迫像商人一样思考和行动。人们对广告禁令的古老传统产生了怀疑。现在广告被认为是一种重要的必需品。目的:本研究旨在回答以下问题:方法:在详细分析相关德国和国际文献的基础上，提出假设，并在进一步的工作过程中进行实证检验。为此，在WWW上对拥有自己网站的德国知名医生进行了一项在线调查。 Results: 194 physicians participated and 159 valid questionnaires were included in the analysis. The study revealed the following results: The age and sex distribution as well as the distribution of medical specialties in the examined group correspond to the expectations. A high percentage of the respondents participated in a medical professional organization. The median time in practice for practice age of the respondents was a little more than ten years. Many of the websites have been online less than one year. The following hypotheses could only partly be confirmed by the results of the survey: Physicians from different specialties deal with their own website differently. The Internet Familiarity of the physicians is responsible for the importance they attach to advertisement on the web, particularly to their own website. Surprisingly, the attitude towards the advertising prohibition in Germany, apparently results less from economic considerations than from age-conditioned opinions. The size of a medical practice did not influence the attitude of the physicians towards their own website. However, the type of practice in which a physician works played a crucial role in this context. Conclusion: At present, the importance of the Internet for recruiting new patients is still small, but we anticipate it will continue to expand in the future. %M 11720911 %R 10.2196/jmir.1.1.e2 %U //www.mybigtv.com/1999/1/e2/ %U https://doi.org/10.2196/jmir.1.1.e2 %U http://www.ncbi.nlm.nih.gov/pubmed/11720911