If you're in the healthcare field and you're not targeting consumers on the information superhighway, you may be taking the long route to reach them.
More than 85% of Internet users now venture online to search for health and medical information, according to the market research firm Decision Analyst Inc. Their goal: to
head into doctors' appointments with a more educated perspective. A survey of 565 Web users found that 25% of surfers use the Web to find information about pharmaceuticals, while
23% search for details about new treatments. Roughly 21% log on to investigate potential medical conditions. (Jerry Thomas, CEO, Decision Analyst, 817/640-6166, http://www.decisionanalyst.com)