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AUTHOR(S):

Renata Schiavo is a Senior Health Communications Consultant and the Founder of Strategic Communication Resources^SM, which provides strategic health communications counselling, training and programme evaluation only to nonprofit health organisations and foundations. She is also Adjunct Assistant Professor of Public Health at New York University, Steinhardt School, Department of Nutrition, Food Studies and Public Health where she is on the faculty of the MPH programmes. She is the author of a book on Health Communication: From Theory to Practice (San Francisco: Jossey-Bass, 2007).

INTRODUCTION

The increasing reliance on the internet by the healthcare community at large has been shaping the practice of health communication by opening 'the way to the use of interactive health communications tools (for example, Web sites, Internet-based games, online press rooms, disease symptoms simulations, opinion polls, seminars, etc.), which are often designed as part of larger health communication interventions'.1 Professional and personal blogs, podcasts, chat rooms and forums have also become a prominent source of health information among different kinds of audiences. E-health emerged as a general buzzword after 1999 and is defined as 'a field in the intersection of medical informatics, public health and business, referring to health services and information delivered or enhanced through the Internet and related technologies'.1,2 Ultimately, the internet is increasingly being perceived as an important communication channel and is functioning as some of the more established channels. This review of current trends and topics related to online health communication aims to highlight key factors that may affect the quality, use and audience-specific perception of online health communications as well as to providing examples of common internet uses by different kinds of health organisations. It also argues that internet-based interventions should still rely on the key mantras of strategic health communication and be part of an integrated approach with other communication areas and activities.

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.