For eBusiness & Channel Strategy Professionals (Length: 9 pages)

Executive Summary (This is a document excerpt)

Consumer access to healthcare information is increasingly moving online: 84% of online consumers have researched healthcare topics online in the past 12 months, and 81% have visited healthcare Web sites. But how do consumers find online health content among the myriad possibilities? What topics do they research? And do they act upon what they've learned? Forrester found generational differences in how consumers research healthcare online, ranging from what types of content they search for to how they discover health Web sites to what determines that content's credibility.