The Relationship Between Physician Self-Disclosure and Patient Acquisition in Digital Health Markets: Cross-Sectional Study

This study reconceptualizes physicians as strategic agents shaping patient decision-making through purposeful self-disclosure. Different from existing studies treating physicians as passive recipients of ratings and reviews, our research demonstrates that physicians can strategically shape patient acquisition through self-disclosure breadth and depth. This study brings new insights to digital health markets by demonstrating that self-disclosure operates as a viable patient acquisition mechanism, wherein the DHL acts as a critical boundary condition. The findings have real-world implications: (1) physicians can leverage evidence-based disclosure strategies, (2) platforms should implement context-adaptive features, and (3) policymakers should prioritize digital infrastructure investments to enhance physicians' competitive capabilities and patient decision-making quality.