A reputable online source for health information.

The American Academy of Family Physicians (AAFP) represents more than 94,000 family physicians, residents and medical students in the United States. The organization has two Web sites: aafp.org, which is a resource for the AAFP members, and familydoctor.org, which provides a range of medical and other helpful information for patients.

"Both sites have large audiences, about a million unique visitors per month," says Leigh McKinney, AAFP's director of online and custom publishing. "One of our biggest referring sites is Google, and we can tell from referring site data that people searching for information related to a particular diagnosis, such as asthma, are finding information at familydoctor.org."

McKinney explains that AAFP focuses on providing straightforward, reliable health information without unnecessary bells and whistles. "It's condition-specific information that people want, from a source they find reputable," McKinney adds. "We chose .ORG because we are not a commercial venture. I'm sure we could do what we're doing with a different [top-level domain], but we felt our audiences would be most familiar and comfortable with .ORG."

www.aafp.org
www.familydoctor.org