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AUTHOR(S):

Stephan Dahl is a senior lecturer of Marketing at Middlesex University Business School in London, where he is the programme leader for the MA in Marketing Communications. His research interests include health marketing and cross-cultural marketing. His current research focus is on the role marketing communication can play to prevent health problems and how marketing communication can be used to help patients with chronic diseases.

INTRODUCTION

People with chronic illnesses are likely to show a higher involvement in decision making about their treatment options than people with acute illnesses. Of particular interest to many people with chronic illnesses is the internet as a medium where they can gather, share and exchange information and support each other. Little is known about the kind of information shared and topics discussed online. Using the example of people living with HIV/Aids, this paper examines the kind of information shared and discusses the relevance of understanding the online information exchange for the medical community.

ABOUT THE JOURNAL Journal of Medical Marketing ISSN: 1745-7904 The Journal of Medical Marketing is guided by its respected Editor Dr Leonard Lerer (INSEAD) and an international Editorial Board of leading academics and senior practitioners from the medical industry. The Journal aims to facilitate excellence in marketing and strategic management in the pharmaceutical, medical device, diagnostic and other markets in which the customer is a clinician or related professional. Every quarter the Journal contains a range of peer-reviewed papers, including both practitioner studies and leading edge academic research, covering the breadth of the industry. The Journal also provides expert analysis of the changes taking place in the global medical market, and reviews the latest market research reports available in all three industry sectors.