Despite recommendations to provide patient-centered care (i.e., empowering patients to take a greater role in their care), healthcare systems still lag behind in helping patients make arguably one of their most important decisions - their initial selection of a primary care provider. While prior highly-controlled, theoretically-guided, experimental research has tested how various presentations of provider information may impact patients' decision-making processes, no studies to date have taken the next step to actually roll out improvements to providers' online information in a real-world healthcare organization and assess their effects. Over the course of a year, the current study made improvements to the website of a health clinic (i.e., adding biographies of primary care providers, & including short video introductions). Post-consultation questionnaires completed by first-time patients revealed patients who naturally viewed online biographies prior to setting appointments indicated less uncertainty - which was mediated through increases in perceived similarity - and were more likely to purposely select their providers. Patients who purposely selected their providers also reported greater patient satisfaction, and were more likely to choose providers with whom they perceived greater similarity. Similarity and patient satisfaction were also positively related. Overall, findings indicate online provider biographies can help patients become more purposive participants in their care, which can lead to greater patient satisfaction.