20% of online consumers look to others for medical advice

20% of online consumers look to other consumers for health advice online, potentially weakening the grip of pharma marketers’ messages, but also providing a potential means of influencing consumer drug choices via the grass roots. According to JupiterResearch, online consumers use support groups, live chat, instant messenger and e-mail, among other online media, to discuss health issues, including information about medications and treatments, with other consumers.