The Doctor Is Online

Consumers are flocking to health Web sites in search of the latest and greatest medical developments.

By Sharon Nash — July 14, 1999

Can the Web cure all the world's ills, both figuratively and literally? Although the online health market is still in its infancy, market research firm Jupiter Communications projects that on the consumer side it will reach $1.7 billion by 2003. In search of these potential profits, several new sites are battling for mind share while others are scrambling to consolidate to capitalize on early success.

The majority of the sites offer health advice and information, backed up by advertising. The bulk of the consumers searching for health-related information online are women, owing to their traditional role as caregivers in our society. "Women make the health care decisions within a family. When a child or spouse gets sick, it's usually the woman who takes the lead in researching what's wrong and what treatments can be provided," says David Restrepo, a Jupiter Communications analyst. More than 58 percent of the health information users read online is related to family or personal ailments, according to Jupiter.

The real money's in e-commerce

But the real money will probably come from e-commerce in the form of prescription refills, vitamin supplements or nutraceuticals, and over-the-counter medications. The sites with the best chance of survival will probably provide both health information and access to health-related products. Recent alliances have included drkoop.com with Drug Emporium and AOL, America's Health Network with Fox, PlanetRx with News Corp., and OnHealth.com with Drugstore.com.

As for the possibility of actual patient/doctor meetings taking place online, don't expect it anytime soon. While doctors are free to dispense informational advice, face-to-face consultations are still required for diagnosing conditions. Nevertheless, as video conference techniques improve, you may expect to see lower-end medical needs taken care of without visiting the doctor's office. With improved screen technology it's already possible to e-mail X rays to a patient's computer, and enhanced video may help medical practitioners make preliminary diagnoses.

Is it already too late for new entrants to the field? The surge in niche markets -- sites for women, seniors, and children, and ailment-related sites -- is encouraging to newcomers, but industry analysts say that government regulations are holding back many sites from reaching their full profit potential. Nevertheless, many consumers would agree that this is one field that requires strict supervision. The are significant dangers related to doctors' writing prescriptions or ordering procedures without meeting their patients in person. Despite these concerns, one thing is certain: good health information is finally only a click away.

Here's a list of some of the main players in the health market:

AmericasDoctor.com offers free, real-time, one-on-one discussions with doctors. They don't diagnose, prescribe, or treat over the Internet, but they do offer information on health-related issues and access to products, services, and programming.

Better Health, part of the iVillage family, covers various aspects of physical and emotional health, and includes expert advice, feature articles, and support groups.

drkoop.com offers health information, advice from doctors, and online support groups. Its recent alliance with DrugEmporium.com will give consumers access to more than 20,000 discounted drugs and health-care products. Its highly successful public offering, its alliance with AOL, and Dr. Koop's name make drkoop.com a strong contender in the field.

The Health Network is a new joint venture of Fox and America's Health Network. The new site will capitalize on AHN's success with searchable, multimedia health information (such as live Webcasts of medical procedures) and will also provide new programming and e-commerce opportunities.

Healthy Ideas is part of Women.com and tackles women's health issues with question and answer sessions, chat rooms, product suggestions, and general information on health, weight loss, and nutrition.

InteliHealth is a joint venture between Johns Hopkins University Hospital and Health System and Aetna U.S. Healthcare. It offers health news, a catalog of health care products, access to the Johns Hopkins health library, drug databases, and medical journal abstracts.

The Mayo Clinic Health Oasis offers information on health and medical topics from the renowned Mayo Clinic. It includes Headline Watch, Ask Mayo, Glossary, Library, Virtual Cookbook, and Housecall, a free e-mail bulletin service.

Mediconsult.com focuses on people who have chronic conditions, offering detailed information on how to deal with the condition and its related issues.

Medscape is targeted at health professionals. It offers medical reports and articles for informational and educational purposes. Medscape Consumer will be available soon.

PlanetRx.com is an online pharmacy and health information service that recently received a boost with heavy investment from Rupert Murdoch's News Corp.

OnHealth.com has an alliance with Drugstore.com for online pharmacy purchases. It features news, columnists, and health information databases as well as a weekly talk show. OnHealth.com was formerly a partner with the Mayo Clinic.

Thriveonline.com focuses on women's health issues under such headings as medical, fitness, sexuality, nutrition, serenity, and weight.

WebMD, a subscription service for doctors, is revamping its free consumer site with news, information, a physician directory, and condition-specific support groups. WebMD is about to merge with medical transaction company Healtheon.

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