Since its launch in August 2007, labtestsonline.org.au has become the first point of call for the growing number of people seeking information on the internet about pathology testing. In just four years, traffic has built from an average monthly rate of 15,000 in the first six months, to an impressive 75,000 visits a month, in the past six months.
The website is proving to be a valuable asset at a time when access to pathology information is becoming even more critical in equipping people to play a more active part in managing their health care, an issue of special importance for the growing number of those suffering major chronic illnesses.
Since the outset, there has been a commitment to the ongoing development of the website to keep pace with the needs of users, changes in pathology, and more broadly, shifts in the delivery of healthcare. In 2011, it was time to review the website to explore the needs of users and look at ways in which improvements could be made. This involved compiling detailed demographic profiles of users and looking at how and why they are using the website. It was important to be able to place this in the broader context and so we investigated the way health information is being used by the public and how it impacts on their healthcare experiences. We also explored the levels of public knowledge and understanding of diagnostic pathology testing and how this affects the way they use services. Given the website is used by both the public and medical profession we surveyed both sides of the healthcare equation.
We learned that labtestsonline.org.au is highly effective in empowering people by giving them the reliable and trustworthy pathology information they need to engage in productive relationships with the people looking after them. It is also a valued information source for doctors, nurses, practice managers, pathology collectors and other health professionals, seeking assistance for themselves and their patients.
In the wider context, the research highlighted that the whole business of health information is in a state of flux. The sudden explosion of online health information, together with changing community attitudes encouraging greater personal participation in healthcare, are throwing up challenges for patients and medical professionals alike and impacting on patient -doctor relationships.
Given that internet information sources are global and their authors are sometimes not readily apparent, there is real public and professional concern about the veracity of online information and a desire for reputable, non-commercial, Australian sources.
The research also confirmed an important issue –a lack of public awareness and understanding of diagnostic pathology means that little value is placed on its role in the healthcare continuum. This is a problem for all those involved in the delivery and funding of services, as well as laboratory professionals whose work often goes unrecognised as a result.