“Pro-sumers” turn to the Web for almost every purchasing decision in their lives, and they no longer see healthcare as being any different. Increasingly, the burden of healthcare costs is shifting from employers to individuals. And because they are paying more out of their own pockets, they are also spending more time scrutinizing their healthcare decisions. Yes, they want a qualified doctor. But you know what? More and more, physicians, especially younger ones, are board-certified and fellowship trained. That’s become an equalizer. So now, the consumer is thinking if you and the five other doctors in my community have the same training, what is it about you? Is it your volume? Your service? The way you care for your patients? How you call a patient back?