ABSTRACT
Today, most commercial transactions take place via the internet. Entrepreneurs wanting to attract new customers increasingly use user experience (UX) web techniques. This is also true in the medical industry. The main goal of the study is to assess the importance of online tools when making a decision about choosing the right specialist of health care. The paper presents results of analysis carried out on a sample of 217 internet users, of whom 85% were customers who chose a specialist for themselves or their relatives on the basis of (random) people opinions taken from the portals Znany Lekarz [Famous Doctor] and Booxy, widely used in Poland. The study verified the hypothesis that the internet is currently of key importance in selecting specialists for routine procedures, while in case of major surgery, patients still trust rather more the opinions of family, friends or unquestioned authorities.
