As part of its presentation to the U.S. Food and Drug Administration about America’s increased dependence on the Internet for health information (and the role that Google can play in that regard), Google estimated that more than 100 million Americans conduct 4.6 billion health-related keyword searches annually.1 Similarly, a study by the Pew Internet and American Life Project reported that 61 percent of U.S. adults are e-patients (individuals who look online for health information), including not just Web-based researchers, but those who turn to social networking sites, such as Facebook or MySpace (39 percent) and Twitter (12 percent). Moreover, 60 percent of e-patients report that their online research has impacted their health decisions.2
Certainly, then, the Internet presents prescription drug and medical device manufacturers and distributors with significant opportunities to provide information about new and existing products to potential customers, and to market directly to consumers.
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