Marketing To Health Information Seekers: A Critical Look At The Principal Assumptions

Abstract

As the Internet gained more significance in various dimensions of our lives and dealings with others, it was just a matter of time for the world of healthcare to incorporate the Internet-use into its routines.  We are now seeing tangible examples of this use in many facets of healthcare industry.  Both providers and patients have been pursuing Internet-related strategies, remedies, routines, and etc. for a while now.  It has been stated that majority of the Americans who are online are looking for health information.  Healthcare information is accessed more than sports, stocks, and shopping.  Some believe that this growing use of online health information sources is able to bridge the gap between what patients know and what they are told.  In other words, these patients can visit their physicians armed with knowledge obtained on the Web and pursue rather educated discussions with their physicians about their medical issues.  Of course, this is true based on the assumptions that the websites that these patients use provide accurate information and the patients comprehend this information properly.  The purpose of this paper is to very briefly review some of the ongoing trends in this field and review the practicality of the two assumptions listed above.  It is hoped that inquiries like this result in a better understanding of the components required for a proper use of online options to improve the efficiency of healthcare practices.