Formal versus casual: examining the influence of doctors’ profile pictures on patients’ choice in the online health market

Purpose The online profile picture of a doctor serves as a pivotal source of visual information, playing a key role in shaping the doctor’s professionalism in the online health market. Doctors can strategically curate the elements of their online profile pictures, such as attire and background, to either reinforce a formal image or craft a casual image, thereby influencing patients’ doctor choices. Despite this, the relative effectiveness of formal or casual images in swaying patient choices remains unclear. This study endeavors to bridge this knowledge gap. Design/methodology/approach This study tested the influence of a doctor’s attire and background in their profile picture on patient decision-making, with a focus on discerning variations in impact among patient groups differentiated by the severity of their illnesses (i.e. high-severity versus low-severity conditions). We formulated four hypotheses and tested them through an econometric analysis and a controlled laboratory experiment. Findings The empirical findings reveal that doctors’ formal profile pictures, characterized by formal attire and backgrounds, exert a more pronounced influence on patient choices than casual images. The severity of a patient’s illness positively moderated the relationship between formal images and patient choices. Originality/value These insights make a significant contribution to the understanding of patient behavior in selecting doctors within the online health market. Furthermore, they offer valuable guidance for doctors in optimizing their online profile presentation to better align with patient preferences and expectations.