Effects of Online Physician Reviews and Physician Gender on Perceptions of Physician Skills and Primary Care Physician (PCP) Selection

Physician review websites have become more relevant and important in people's selection of physicians. The current study experimentally examined how online physician reviews endorsing a primary care physician's (PCP's) technical or interpersonal skills, along with a physician's gender, may influence people's perceptions of the physician's skills and their willingness to choose the physician. Participants were randomly assigned to view a mockup physician review web page and to imagine that they needed to find a new PCP in a new city. They were then asked to report their perceptions of the physician and willingness to choose the physician as their PCP. The results suggested that people's willingness to choose a PCP was affected by physician reviews through their influence on people's perceptions of the PCP's technical and interpersonal skills. More importantly, this study found that when physician reviews endorsed a PCP's technical skills people perceived a female PCP to be more interpersonally competent than a male PCP and thus were more likely to choose the female PCP. The gendered perception, however, was not extended to a PCP's technical skills. Practical implications for health providers and consumers are discussed.