Avvo Expands Into Doctor Search & Ratings

Avvo, the popular lawyers’ directory, is expanding into the medical industry today with a new directory of US-based doctors. The company says its new services launches with profiles of more than 800,000 doctors, as well as a forum where consumers can trade questions and answers with participating doctors.

The most noteworthy — and possibly controversial — element of the new directory might be the inclusion of an Avvo Rating for each doctor listed. When Avvo’s attorney directory launched in 2007, many in the legal profession were critical of Avvo’s proprietary ratings system and some sued.

That, however, was more than three years ago, and there’s a chance today’s doctors may be more attuned to the availability of ratings and reviews online than lawyers were back then. There are numerous doctor directories available now (such as WebMD and Medicare.gov), some of which also offer ratings and reviews (such as HealthGrades, Vitals, and others).