In Piedmont , especially in Turin a doctor who has his own Internet site is viewed, especially by colleagues, in a bad way, as if it were a sin of pride or an asservilism to cowardly marketing.

There is a kind of unspoken rule among physicians, not all mind you, but most, especially in Turin and Piedmont where I live and work, that your name as a specialist in a particular medical field must be exclusively circulated by word of mouth. If you have or have a website made you are considered a "marketeer" and it is because you want to "advertise" yourself. , but advertising and "marketing" old-fashioned 80s, ugly, almost telemarketing model.

And the very fact that you were dedicated in any way to update with content the same site meant that you were not devoting enough time the update, to the practice or to the patients. In short, lack of seriousness.

This ancestral reticence stemmed partly from the Piedmontese culture, but also from the right concept that patients cannot be seen solely and exclusively as clients, but also primarily as human beings in need, with a serious health problem to solve.

If you ask any doctor he or she will most likely deny this. But the truth from those who experience things from the inside is exactly that. Again it is not an absolute rule there are exceptions but in general the doctor with a website is not seen by other doctors as a serious doctor. At least this is the thought that hovers in the Piedmontese medical climate. And not only Piedmontese, but also in other parts of the country and the world, I say Piedmont and Turin because having worked in the meantime the different realities during my career I know that in this wonderful city where I work this attitude is particularly felt, I would say typical "Savoy"

The need for a controlled online presence for professionals in the digital age

Now, I believe that this unspoken rule, this "charcoal" climate of colleagues publishing content on the Internet should be not only debunked but absolutely eradicated.

The Internet, and with it also the website of a professional, it is just a tool and like all tools there is no such thing as a good tool or a bad tool but strictly depends on the motivations and how it is used.

In addition, it has come to the point today that it becomes not only important to have an online presence as a professional, sinao purely a few lines, but also indispensable not so much to work, but because it is inevitable that one's presence is already there. And if the professional doesn't control it, someone else will.

If I type my first and last name into Google today I appear as an orthopedic surgeon and physician on a great many sites to which I have never given any consent to publish my name. These sites simply sell services to physicians and do what physicians do not want to do out of modesty or incompetence or, much more often, lack of time: simply communicate what they do to the public, who now no longer use the yellow pages but use a search engine when they have a problem. But this communication from these sites is done simply to produce volume (earning these sites from the number of patients they "bring" to the professional), not to accurately inform the patient of the specific expertise of the professional, in this case doctor. I think it is very unfair that a patient with a problem, by searching the Internet, can become prey to these companies. It is only fair that she can make an informed choice and not be diverted to those who pay the most and advertise the most, but to the specialist best suited for her specific problem.

By this I in no way mean to say that these platforms are diabolical and to be banned; they certainly represent an important support for physicians who do not have the ability or the time to create a small site to describe their activity, and they offer a small selection to potential patients with respect to the specificities of the proposed professionals. However, they also exclude many other valuable experts in the same field, and within the list of proposed professionals, the one who pays the most will surely stand out, which does not always coincide with the best or most suitable professional.

The Internet is so present in the lives of all of us, regardless of age, that today the need to have an online presence as a professional cannot be ignored, even if only to a small degree. Online presence refers to how much your name is present on various channels such as websites, blogs, social media, e-mail, search engines, and paid ads. Even if you do not want to or do not intend to, most physicians still have an online presence.

After all, the Internet is part of people's daily lives, from the moment they wake up until the moment they fall asleep (or even while they sleep). On average, people use the Internet for 6h43min every day.

In my case, even if I didn't have a website or a social media profile, patients will still talk on social media about their experiences with me and my practice or associates. There is no point in avoiding it: my name is already there. But, in this form, my online presence is not under control. I am not there to interact with patients or to figure out where to improve.

Therefore, I felt, with much delay and the use of an enforced time off from operating room work due to knee surgery, the need to develop a planned online presence that would meet patients' needs and help them achieve their health goals.

Important aspects of a physician's online presence for patients

Physicians' online presence includes information about their qualifications, skills, and general practice. Online presence is very important nowadays for physicians and can be of great benefit to patients, to colleagues in the specific scientific field, to students and residents, and finally to physicians themselves.

I think physicians should have a website, because people would be able to look at up-to-date qualifications and expertise and not from different sources. Physicians can update their site with new information about the research they are conducting or if something has changed in their practice.

An example might simply be the one that applies to my case: it is true that an orthopedic surgeon can easily distinguish and treat the basic pathologies of all anatomical districts (back, foot, knee) because during his training he has worked in all these fields and probably, especially if he works in a hospital, he has to deal every day with pathologies and problems affecting all joint districts. But in most cases he will have specialized in one specific field.

The reasons for this superspecialization are many, to name a few the possibility of keeping up to date with the literature and scientific advances in that particular field (it would be impossible nowadays to keep up to date with everything!) and to be able to offer better treatment to one's patients and the possibility of focusing one's surgical practice so as to decrease the risks, which are always present in any kind of surgery, and increase the success rate.

Empower patients to actively engage in health care by giving the right information.

The surgeon's website is a quick and effective way to provide patients with information about their health. The site can and should ideally provide patients with clear and concise advice on how to improve their health, but also a warning: advice should be taken with caution and not followed blindly.

There are generally two types of patients: those who want to investigate and learn more about their problem and those who want to know nothing about their problem (due to a small dose of hypochondria that is present in all of us!) and just want the solution, possibly as quickly as possible.

For the first type of patients, the website offers valuable resources specific to their problem that enable them to better understand what the solutions may be and how to heal more quickly.

For the second type of patients, however, you can try to make them understand that the magic wand does not exist and that any kind of healing is the work of the body and takes time, and the surgeon or pill can only be a guide, a catalyst to push the body in the right direction.

Establish a relationship of trust

One of the most important aspects to consider when working with patients is establishing a relationship of trust. The better the relationship, the greater the adherence to the proposed therapeutic treatment and the better the final outcome.

The goal of most physicians is to provide the best patient care, but practitioners' websites should also serve this purpose, not just as an "online resume."

Before meeting and seeing a doctor, it is good to learn more about the doctor and his or her specialty and how the visit is conducted. Consult this website site for more information about what I do specifically and how you can get in touch with me.

Ensure patients have easy access to practice resources. Patients' health also often depends on the degree of involvement in their treatment and access to the tools and information they need.

The surgeon's website is an important way to provide patients with specific information about health conditions and treatment strategies.

Patients who are more involved in their treatment are known to be more adherent to treatments, with better outcomes. They are the ones who have all the tools they need to manage their health. Ensuring that patients have easy access to practice resources is critical.

Websites can be, and this site intends to be, a valuable tool to help patients manage their health and keep abreast of the latest advances in shoulder surgery.

But also to be able to access a wide range of information that is closely related to their problem, but that there is often no time to ask during the visit for example:

  • What is the best brace after this specific type of surgery?

  • Where is the best place to go for this type of analysis?

  • Where is it best to go for MRI of the shoulder?

  • How many nights in the hospital after this specific type of surgery?

  • how long before you can drive after this specific type of surgery?

  • is there a special diet that could help me in healing for this specific problem?

  • is there an easy way to park the car in this practice?

This website in this case wants to become a portal where the patient can find all this kind of information and resources independently and constantly updated.

Saving money with online medical consultation (telemedicine)

Doctors, including myself, spend an enormous amount of time with patients discussing trade-offs between different alternatives. It takes a lot of time and is not "reimbursed."

But physicians' time is often very limited. In a recent survey, physicians said they spend an average of only 10 minutes with each patient. Extra time is also needed for tasks that have nothing to do with direct patient care, such as administrative work, reporting, insurance paperwork and hospital regulations.

Online medical consultation can sometimes save patients and doctors a lot of money.

In the vast majority of cases, online consultation in the orthopedic field cannot be performed except after an examination physically performed in person. In fact, there are many clinical examinations that need to be performed by the orthopedic surgeon on the patient that cannot in any way be done via video call, even if it is of quality. The physician would risk missing some details of the patient's clinic and thus incur a serious omission in patient care.

As a general rule, it should be specified that an online orthopedic examination can never replace a live physical examination, but it can be a valuable complement to it today and even more so in the future.

There are a few scenarios that may see a video-conferencing service as useful for then facilitating a live examination. Let's look at one or two scenarios as examples.

Online medical consultation for new patients (telemedicine)

A practical example is shoulder pain that has been worsening for many months, with no history of trauma, in a patient over seventy years old. The primary care physician in this case provided only anti-inflammatory pain therapy, without much result. If this patient goes directly to the doctor, the doctor will surely formulate a diagnosis that will have to be confirmed by what are called first-level examinations. In this example, most likely, a simple series of x-rays. In this specific example, during a video consultation, the orthopedist could, by listening to the patient's pain history, already prescribe a series of specific radiographs to make a more complete live assessment. This would result in major savings in money on the patient's part (online consultations are much cheaper than physical live consultations), in "wasted" time on the patient's part (patients often complain of having had a quick visit and receiving in return only an answer but a prescription for tests and then having the answer at a later visit). And also of the physician's time, who would have at his disposal during the live visit much more elements to be able to make a correct diagnosis is a more effective therapy.

Another example of previsit screening might be a case similar to the one just mentioned, but of a patient who goes to the orthopedist for something outside his or her specific field of study and specialization. At this point, the orthopedist may prescribe the first-level examinations as in the example above, but refer the patient for the subsequent visit to another professional more specialized in that body part.

Online medical consultation for follow-ups (telemedicine)

In some cases, patients may need to see their doctor for a checkup or after an injury. In this case, it is important for the patient to know what kind of consultation he or she needs, so as to understand whether the consultation can be done online or needs to be done in person. If there is even the slightest doubt, the consultation should be done in person. To this end, it is important that physicians have an online visit service available on their website or through third parties.

An example of this scenario might be a specialist follow-up visit after a high-field MRI was prescribed for a suspected rotator cuff injury. In this case, the specific and detailed clinical examination has already been done and it is just a matter of viewing the tests. Which still requires the physician's time, however, it can also be done remotely, as very often in this case the clinical examination does not have to be re-performed.

The same case, and for the same reason, also involves arthrosis, that is, degeneration of the cartilage of the shoulder that can be seen in an advanced stage already from an X-ray presented at the first orthopedic office visit. Where, in this case, a CT scan is prescribed so that surgery can be planned. Again, there is no need to revisit the patient but simply view the examinations and inconvenience a patient to simply hear confirmation of the diagnosis and treatment. When, in this case, the CT scan is more for specific planning of the surgery and probably a big waste of time for the patient to physically go to the office.

Another possible scenario could be a checkup at the two-year mark after an arthroscopic rotator cuff repair, in case everything goes well, or same for a reverse shoulder prosthesis. Again, in case everything goes well and you only need to view the radiographs of the prosthesis, it is worth considering a virtual visit.

These, of course, are only examples of the types of follow-up visits that can benefit most from this modality.

Online consultation service requirements

  • secure

  • GDPR-compliant,

  • encrypted,

  • easy to use

  • independent of the platform and operating system of the patient's device

  • Ability to transfer files if needed

Requirements for online consultation by the patient's

  • smartphone or tablet/computer

  • stable and fast internet connection

  • stable smartphone holder (link) in case of having to show shoulder movement

  • Optional: quality microphone connected via cable or bluetooth

Saving time and money, but not decreasing quality

Patients can save a great deal of money through several aspects of the care process. First, it is estimated that the pre-visit phase can result in savings of up to 70% compared with the cost of an initial visit. In addition, reviewing examinations after the visit can account for up to 50% savings over the cost of a follow-up visit.

Finally, the savings from the reduced need for transportation and the cost of parking should not be overlooked, aspects that are often underestimated but impact the personal health budget. I often visit locations relatively far from Turin, such as Rivarolo Canavese and Alba. Unfortunately, due to hospital and clinic commitments, I go once a month. This allows me closer follow-up to view instrumental examinations and clinical checks, without waiting a month for a follow-up visit. However, there is often a need for physical presence.

Especially in the case of patients who live in particularly remote locations, having even just the possibility of contacting the doctor privately to ask him or her a few questions or to have him or her look at examinations can be an added value that is absolutely worth considering and much appreciated.

Another less important thing to consider is the savings in air pollution that result from less travel. This may seem like a negligible aspect to many, but it must be understood that air pollution has negative consequences on our health and the environment around us. Reducing the number of trips can help improve the quality of the air we breathe, but I realize that few people are sensitive to this. Although it may not seem immediately obvious, saving air pollution is an important aspect to consider when evaluating the impact of our daily actions.

But saving time is the real main advantage

The most important "saving" is that of time. The younger one is, the more time seems to be abundant or even infinite. As the years go by, time to spend with one's family and loved ones becomes scarcer and scarcer, and knowing that one has to waste time in moving or looking for parking becomes very often frustrating.

The real saving, from the patient's point of view, is not so much financial savings as it is time, which for anyone, like me, who understands its value, is absolutely precious and limited. Having the ability to take advantage of remote visits, or otherwise access information and contact with the physician via a website, becomes invaluable. Even just an hour saved is an hour that contributes to the quality of life or can perhaps be used, for example, to devote more time to a specific physical therapy program.

Time is really the only truly scarce resource we have , but fortunately it is also the most democratic: 24 hours given to each of us every day, and not wasting it still remains valuable.

Telemedicine visits are not currently allowed by the A.O.U. City of Health and Science of Turin - C.T.O. Hospital.

Currently (2024), after years of freelancing, I have re-entered an Intramoenia regime with the City of Health and Science of Turin (after the birth of my son). This regime does not allow for this type of online consultation.

However, being ready to implement this service, in case regulations change or contract conditions change, is very important from my point of view. It is not a fundamental service, but certainly useful to be able to offer patients for all the reasons listed above.

The centrality of professional updating in the field of shoulder surgery: the role of the website

In addition, the website of a professional in a specific field, as in my case shoulder surgery, can be a resource for other professionals in the field, as well as for newly trained practitioners. Obviously, for this to be useful, it is a sine qua non that the site, especially in its scientifically updated parts, is current and constantly updated.

This certainly requires effort, but it can be useful in providing, through tools such as newsletters, a blog or social media posts, a means for scientific updating for colleagues who have less time to do so. In addition, it can offer topics for discussion or sharing experiences in the case of particularly complex cases. It can also provide insights to initiate multicenter studies, with the aim of joining forces to make scientific advances in this specific field of shoulder surgery.

Thus, the website can also be a source of continuous updating in an extremely specific field or niche, and this site, obviously in its own small way, intends to be so for shoulder surgery.

I am not guaranteeing anything, of course, but this site is also planning to be a nice ongoing update program of the latest scientific research in shoulder surgery, which I hope field work and family will allow me to maintain for as long as possible.

Importance to students and residents of the University of Turin and, in general, to all orthopedic surgeons and aspiring orthopedic surgeons who wish to explore the field of shoulder surgery.

There is a fundamental importance in this site, in my opinion, for students and residents. I have worked in a university hospital center for many years and deal with residents and students every day. It often becomes difficult, due to lack of time, to devote attention to teaching for the residents, who are forced to learn in the scraps of time and mostly by observing the work without receiving real detailed explanations. The risk is that some concepts are understood in the wrong way and are not deepened.

I regret this very much because, having studied both in Italy and abroad, I know what is the right level of quality for a trainee. I am especially sorry for those particularly motivated to learn the details of shoulder surgery. I realize the level of teaching that should be there and that is currently lacking, and I am very sorry about that.

One of the reasons I am investing time and money in this website is to create a portal dedicated just to them, so that there will be good courses for learning and caring for people in this specific field. There will be a section of the website dedicated exclusively to courses that students from the medical school in Turin, and especially orthopedic residents in Turin, can access for free to take courses of various levels on shoulder and elbow surgery.

In addition, the idea is also to create a kind of online Kanban Chart accessible to residents who want to perform scientific work in the field of shoulder surgery, allowing them to see what studies are in progress and possibly propose new studies automatically, without wasting time and energy, by being guided step by step through this process. Certainly these parts of the website will take time and will be constantly evolving, but the important thing is to get started, otherwise everything will always remain a construction site in the "laterland".


Finally, this website is meant to be of importance to me as well as to others. Above all, it must allow me, as for the patient, to gain time, which in my case is a very important value.

The first way that can buy me time is to make myself known to the patient, so that the visits are more and more super-specialized, that they are more and more about shoulder surgery. At the beginning of my career, I was seeing patients with problems in various districts of the body. Over the years, I became more and more specialized in surgery and pathologies of the shoulder joint. For several years, most of my visits have been in this area only. It is important to ensure a high level of quality, so I prefer patients with these pathologies to come to me. As for other cases, I usually refer them to professionals I trust who deal with their specific issues.

It also saves time so that the patient with the right knowledge, for example of what the first level examinations are regarding shoulder issues, already arrive with the right examinations to be able to make a proper clinical and instrumental evaluation. Another thing that saves me time is remote follow-up visits, telemedicine, although unfortunately they cannot currently be activated. But already now, for some patients, I give the possibility to send me examinations via the Internet, so that we can then hear each other by phone, absolutely free of charge, through an encrypted link.

The website saves me time as I can include detailed articles and explanations that would otherwise require many hours of consultation in the office. For example, I can provide video guides or specific pages with explanations of particular physical therapy exercises, instructions on how to perform certain types of exams, or information on how to book an exam or procedure and where to do it. These resources can be created once and reused over time without the need for additional effort.

This website would also like to attempt to continue in my mission to treat my patients in the same way I would like to be treated. While I might not waste my hours visiting the website of the professional who treats me, I would certainly appreciate a curated website that offers concrete and useful tools to speed and optimize healing.

It is also good to have a freelance practice updated to 2024 and not stuck in the early 2000s. I often compare myself at the congressional level with colleagues who do the same work as I do outside Italy, and sometimes it is embarrassing how digitized the average Italian orthopedic surgeon is.

Another way that needs to help is with regard to payments, although currently in the intramoenia regime it is done through the public administration portal, which is quite easy to use. But this site also wants to be an aid that allows online booking both by patients and for my secretary Angelica, whom I thank from the bottom of my heart for all the valuable help she gives me every day.

And just as a last thing, this site is meant to be for the promotion of what I do, which is the so-called "marketing," as some of my Turin colleagues call it. But marketing in this case is nothing more than getting the right patient to the right specialist, which is basically a value and a very good thing. However, in the medical world, patients definitely do not come to a practitioner because they have a nice website, but only if they work well and by word of mouth. So, surely this last point is the last on the list of motivations that lead me to spend all this time in writing this very long explanation (!!), but most of all all the energy I have devoted and will devote in maintaining and creating this website.