Tales of Hoffman

Consumer Webwatch (a division of

Consumer Webwatch (a division of Consumers Union, the folks that do Consumers Reports) has published dual studies around what makes a website "credible" in the eyes of the user. And, actually, "in the eyes of the user" is a good phrase to use since the conclusions point to the fact that consumers rely more on interface and design to guage a site's credibility than on content, privacy policy or just about anything else.

The data showed that the average consumer paid far more attention to the superficial aspects of a site, such as visual cues, than to its content. For example, nearly half of all consumers (or 46.1%) in the Stanford PTL study assessed the credibility of sites based in part on the appeal of the overall visual design of a site, including layout, typography, font size and color schemes. (see the full study)

The other part of the study looked at subject matter experts (in the case of health web sites, they talked to doctors) to see how they establish credibility. It's not surprise that this audience pays more attention to content sourcing issues than interface.

41.8 percent of consumers made note of a site's visual cues when assessing health sites, compared to the 7.6 percent of surveyed health experts who mentioned such visual design issues. (see the full study)

Two very interesting studies. From my perspective at Medscape, we need to heed both at the same time. I believe, since we serve docs, that our content has to be absolutely top notch to assure credibility, but I also operate under the assumption that "docs are people too." If we start thinking of our audience as some group with no relation to the average web user, we will fail.

So, when did Halloween become

So, when did Halloween become the second biggest holiday for commerce behind Christmas? This thing is out of control. As a kid I do remember looking forward to Halloween starting at about a week before the big day. I would think about what costume would reap the biggest candy "take" (hmmm, this year: Hobo!) and then the day before get the stuff together with my mom and be ready for the big day. Our decorations? A pumpkin in the window.

Here I am Thirtysomething years later and Halloween is BIG business. Let's see: three kids costumes at $25 each, Big pumpkin, many little pumpkins, assorted gourds, adult Halloween party on the weekend (including two adult costumes). To paraphrase a MasterCard commercial: Priceless (as in too large to be properly calculated).

Is Jakob Nielsen running out

Is Jakob Nielsen running out of things to say? I usually enjoy reading his Useit.com site (whether or not I agree with his conclusions), but do we really need a 64 page report on how to recognize holidays and other special occasions in web design? C'mon Jakob, we're out here trying to figure out how to make our site a world class destination and can use all the help we can get. Writing that kids sites should go all out in decorating for holidays but corporate sites should be restrained is not what I would call groundbreaking thinking. Then again, looking at my last week's worth of posts, I'm no Einstein either!

Stunt-Filled `Jackass' a Surprise No.1

Stunt-Filled `Jackass' a Surprise No.1 at Box Office (from the NY Times). Another sure sign of the coming apocalypse.

Sorry for the very light

Sorry for the very light blogging this week. There's a lot happening and, fortunately, it's all good (for now). I probably won't be able to get more than an occasional comment posted for the rest of the week....

By the way, I guess my wish about Bonds going 0 for 16 was doomed from the start, but at least the Angels are winning.

Medpundit writes about a letter

Medpundit writes about a letter in The Lancet concerning the "FUTON" bias in research. The acronym is for Full Text on the Net. The writer is concerned that researchers are ignoring abstracts if the full text of the article can't be found on the net.

That concern is probably real, and it will only get worse over time. Publishers should pay attention unless they want to start getting less citations over time.

Back in NY, having returned

Back in NY, having returned from AAFP. Here are the Top 3 takeaways:

1) There are some very smart docs out there who know an awful lot about computers, software and the right way to apply both to the practice of medicine (see my post below from Friday).

2) There are some very smart docs out there who know nothing about computers, software and the right way to apply both to the practice of medicine. BUT, they're learning and that's good. And important. But there are an awful lot of docs who we spoke with over the three days of the conference who didn't understand the concept of a "username" in registration and couldn't decide if they wanted an HTML or Text newsletter because they didn't know what that meant. Yes, we already knew this (but it still amazes me) and, yes, we will be making changes at Medscape based on it.

3) If you are planning to exhibit at next year's AAFP, try not to be across from a kid-friendly booth like Prevacid's antique fire truck display. It was fun to watch the kids have fun, but was a little distracting (best moment: the four year old who was on the back of the truck and kept yelling "Fire in the Hole!!! Fire in the Hole!!!" over and over again. Where did he learn that?)

Seems like I'm into some

Seems like I'm into some random thoughts right now, so bear with me. World Series starts tonight. It's great that the Angels have finally made it. Right now on CNN they are droning on about Barry Bonds. He impresses me as a nasty, self-centered person. I hope the Angels win in 4 and Bonds goes 0 for 16.

So, I arrived in San

So, I arrived in San Diego four days ago. Haven't yet seen the sun. Meanwhile, my wife tells me that it's been great weather in NY. Classic sunny Fall weather. What's wrong with this picture?

What a cool day yesterday

What a cool day yesterday was. By sheer stroke of happenstance I had dinner with Jacob Reider of Family Medicine Notes. Turns out we are both in San Diego for the AAFP and Jacob had agreed to cover the sessions regarding computing for Medscape. I didn't know this until just a few hours before we both showed up for a dinner organized by Medscape's Family Medicine editor.

It was a nice dinner with some very interesting discussion. It was great to meet a fellow blogger in person. Here's Jacob's take. The best part is...I came away with some interesting ideas about how Medscape can get closer to its users. Hopefully, more to come on that.

Also read this entry. "Just enough is plenty" is an interesting and pragmatic way to look at technology integration. I like it.

Today, I hope to see the AAFP "Computer Zoo." (shhh. don't tell anyone. vendors not allowed.)

By the way, don't miss Medscape's coverage of the AAFP. I defy you to find such in-depth, physician-oriented coverage anywhere else today. This is exactly what Medscape does best.