New research points to a trend that online consumers are not only finding and reading information related to their health, but also purchasing medications, choosing their providers, and in some cases even engaging in virtual discussions with doctors and fellow patients.

In “E-Health Marketing”, an article from the upcoming release of Patient-Centered E-Health (edited by Dr. E. Vance Wilson, Arizona State University, USA) researchers Dr. Muhammed F. Walji and Dr. John A. Valenza (University of Texas Dental Branch at Houston (USA), and Dr. Jiajie Zhang, University of Texas Health Science Center at Houston (USA) believe that this change in communication, giving healthcare providers direct access to consumers, brings great opportunities and responsibilities.

“Practitioners marketing their services or promoting healthy lifestyles to consumers need to stay abreast of the changing needs of patients, the most current evidence base for diagnostic and treatment decision-making, and the rapidly developing technologies,” write Walji, Valenza, and Zhang.  “They must also understand the dangers of the unregulated nature of the Internet and provide safeguards to prevent harm to patients.”

The researchers conclude that healthcare providers who can adapt from the paternalistic model of care to one of shared decision-making and responsibility are likely to flourish.  Providing caring advice, encouragement, and counsel via Internet technologies will be a key element for providers of the future.

(Portions of this article are excerpted from Patient-Centered E-Health by E. Vance Wilson.)