Communication opportunities afforded by the Internet have been embraced by millions of these consumers throughout the world. A recent study by Cyber Dialogue and Internet Strategies Group revealed that of the 17 million U.S. adults searching online for health and medical information, almost 33 percent of their searches were pharmaceutical related. Earlier studies have shown that information exchange accelerated by the Internet correlates with increased public health and disease prevention. It provides a vehicle to broaden relationships and influence patterns beyond traditional points of communication. People can communicate with parties that are personally relevant to them.
Internet users can find information relevant to their situation.
Clearly in certain diseases we see that the primary drivers of the industry are consumers. Unlike their patients, physicians are not flocking to the Internet for the latest health and medical information, even high-quality resources such as Physicians Online and Salu.net's Web site for the members of the American College of Cardiology. The challenge in enticing physicians to use the Internet is to deliver value that far surpasses what can be achieved by other means. As consumers grow more informed about conventional and alternative approaches to health maintenance, they also establish and maintain their quality of life. The runaway success of products such as Viagra for impotency and Rogaine for male pattern baldness clearly indicates a market interest, with Viagra capturing a 94.4 percent share of new prescriptions within three weeks of its launch.