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The Internet is Creating a
Seismic Change in Healthcare
The Internet is changing the way consumers
learn about health and their symptoms, how they
diagnosis their disease, and how they interface
with physicians and experts.

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Consumers Are Embracing the Internet
81% of All US Adults
Use the Internet
Adult Internet Users
Internet Use
Over the last ten years there
has been an explosion in
Internet use among adults.
Over the last 20 years
Internet usage has increased
almost six-fold:
Adult Internet Usage
1993 – 14%
2003 – 62%
2013 – 81%
Pew Report, Internet Adoption Over Time
Pew Report, Health, September 2012

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And Adults Are Looking for Health
79% of All Internet Users
Look Online for
Health Information
Health SearchesAfter social media and
email, the largest use of the
internet is for health research.
The top reasons they search
are:
Therapies 79%
Diseases/Diagnostics 79%
Medications/Reactions 67%
Meaning of Symptoms 67%
Experiences of Others 63%
Physician Evaluations 57%
Pew Report, Internet Adoption Over Time
0
10
20
30
40
50
60
70
80
90
Perform Online Health
Searches
Do Not Perform Online
Health Searches

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1/3 Have Performed Online Diagnosis
During the Last 12 months
• 41% physicians confirmed their diagnosis
• 35% never asked a physician to confirm their diagnosis
• 18% found a clinician disagreed with their diagnosis or
proposed an alternative diagnosis
• 2% received partial physician agreement
• 1% indicated their discussion was inconclusive
Their online experience suggests that consumers are
developing a strong trust for their ability to self-diagnose
Pew Research Internet and American Life Project

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And They Trust Online Information
A different survey by Wolters Kluwer Health found that
65% of consumers searching the Internet trust the medical
and health information they find online.
• 67% said the Internet information made them better
informed patients.
• 48% indicated that they use Internet medical information
to prepare for a meeting with their doctor.
Internet data is more trusted than information from health
plans. Only 43% trust information provided by their health
plan. Survey by Peppers & Rogers Group

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The Internet is Creating an
Empowered, Informed, and Confident
Consumer
Government
Health Plan
Employer
Hospital
Pharmacist
Doctor
Self
Level of Trust Addressing
Healthcare Needs
20% 80%60%40%0%
This trust is most likely
different based upon
education as well as age.
% Adults Using the Internet
18 – 29 94%
30 – 49 87%
50 – 64 74%
65+ 41%
No HS 43%
HS grad 71%
College 94%
Pew Report, Internet Adoption Over Time
REASON-RUPE Public Opinion Survey

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Online Social Media is Being Used to
Make Healthcare Choices
Likelihood of Making Decisions
with Social Media Information
According to PWC, one-
third of all consumers are
accessing social media as
they research healthcare
related matters.
More importantly, the use
of social sites in increasing
exponentially. Pew
Research in its American
Life Project (2011) noted
that in 2005 only 5% of
adults accessed social
media sites. By 2011 that
number increased to 50%.
PWC HRI Social Media Consumer Survey 2012
Second opinion from a physician 45%
Coping with a chronic condition 42%
Approach to diet and exercise 42%
Choosing a hospital 41%
Taking certain medications 34%
Undergoing a procedure/test 33%
Choosing health insurance 32%

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What Does This Mean to Physicians?
#1 - The Internet’s role in healthcare is significant and expanding
Newspapers, bookstores, retailers and many other industries have seen
significant and profound impact due to the Internet. Savvy businesses
develop a strategy to embrace the role of the Internet – and healthcare is no
different.
#2 - Patients are going to the Internet for health related information
Physicians can remain passive and allow their patients to discover
information on their own or they can: 1) provide information on their own
website, or; 2) direct them to other trusted websites.
#3 - Diagnosis and treatment are being influenced by the Internet
A generational gap has developed: WWII generation still places their
primary trust in physicians while their grandchildren trust themselves more –
and the Internet is providing the information to self-diagnose and self-treat.

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What Does This Mean to Physicians?
#4 - Social media is emerging as a powerful force
Decisions ranging from the selection of providers to second opinions are
being based upon information provided by others in social media settings.
Physicians interested in impacting those decisions will actively participate in
those sites and engage in the discussion.
#5 - Digital outreach will play a key role in patient decisions
If physicians want to influence how diseases are managed they need to go
where their patients are are going – and that is the Internet. Future patients
will be found online, current patients will be managed and supported
online, and discussions impacting the future direction how diseases are
managed will be online.