Health Communication and the Internet

Electronic Communication in Patient Care

In addition to its popularity, the expansion of health information and communication on the Internet is tied to its unique attributes and functionality as a mass medium and to the evolving use and potential of information technology in patient care. In terms of its characteristics as a mass medium, the Internet fosters individual participation, enables a customization of information, and provides both instant consumer access and a search capacity to manage large stores of health information. The Internet uniquely blends all legacy media (audio, video, photography, print, display, and multimedia) to make either learning or Web surfing more compelling. Also in contrast to legacy media, the Internet gives a potential voice to the user by enabling mass communication without comparatively high start-up costs.

Health communication experts Linda Neuhauser and Gary Kreps add that in contrast to legacy media, the Internet alters the potential cost-effectiveness of direct-to-consumer mass communication, mass health education, noncommercial public health interventions, and social marketing initiatives by making it affordable for health care organizations to communicate directly with patients. Cost-effective consumer educational and health services–oriented Web sites now flourish in clinical centers, medical organizations, and provider groups throughout the United States and other nations.

The Internet also provides an unprecedented resource for interpersonal health communication, using e-mail as well as blogs and Listservs for interactive peer and affinity groups of patients with common illnesses or conditions. The Web provides a cost-effective, accessible medium to enable patients and caregivers to exchange information, experiences, and emotions, and it enhances the creation of often useful and uplifting support communities across geographical boundaries. The latter is especially advantageous to families and patients with rare diseases and conditions, or to advance health-related exchanges between persons who share similar sociocultural and religious backgrounds.

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