Professional Medical Advice at your Fingertips: An empirical study of an online "Ask the Doctor" platform.

Timely access to professional medical advice is crucial for patient health outcomes. Traditional offline, one-on-one patient-provider interactions are time consuming and costly. As a result, online "Ask the doctor" (AtD) services have become increasingly popular, where patients and caregivers can obtain advice from medical professionals at a lower information and transaction cost. In this paper, we present an empirical study of Fenda, an innovative AtD platform recently introduced in China where patients and caregivers can consult a wide variety of healthcare professionals for a small fee. Using qualitative research methods, we analyzed how patients and caregivers interact with medical professionals on this platform, focusing on the nature of the questions asked and user strategies to optimize the usage of the platform. We further derived implications for designing better online AtD services connecting patients and caregivers to medical professionals.