Excerpt: PatientsLikeMe is one of many sites that promote the idea of the “e-patient,” a health consumer empowered by online information gathering. Along with offering health resources, many of these sites are also engineered to foster an environment where patients effectively promote treatments to other patients, without a doctor as intermediary.
The lines become blurry in these new arenas. There are unbranded “disease awareness” communities — for example, on Facebook or YouTube — where a drug maker may pay people to moderate patient forums or give testimonials but might not prominently display that fact to participants. Other sites collect consumer health data to help drug makers aim at specific kinds of consumers, using psychological cues.
Unlike television viewers, who can immediately spot direct-to-consumer drug ads, consumers on some health sites may not fully understand that they could be subject to marketing or marketing research, even if they have read the site’s privacy policy.
PowerPoint slides from LIS 635 Reference & Information Services (session 9)
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