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Empowered and knowledgeable health consumers: The impact of online support groups on the doctor–patient relationship

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  • Stewart Loane, Susan
  • D'Alessandro, Steven

Abstract

Increased longevity means that many people live into their 70s, 80s and beyond, with increasing numbers living with chronic disease. The role of the Internet in the care of chronic disease has been explored within the health literature and, to a lesser extent, within the marketing literature, with recent research suggesting that around 60% of patients source internet-based information about medical conditions and treatment. This mixed-methods study explores the impact of online support groups on the doctor–patient relationship finding that participants in an online support group for inflammatory bowel disease share lay advice, empower each other and act as a credible channel for word-of-mouth referrals. The traditional asymmetric relationship between patient and doctor is challenged by this new form of educated, empowered health consumer who is able to work in partnership with medical service providers in the ongoing management of chronic illness.

Suggested Citation

  • Stewart Loane, Susan & D'Alessandro, Steven, 2014. "Empowered and knowledgeable health consumers: The impact of online support groups on the doctor–patient relationship," Australasian marketing journal, Elsevier, vol. 22(3), pages 238-245.
    • Handle: RePEc:eee:aumajo:v:22:y:2014:i:3:p:238-245
    DOI: 10.1016/j.ausmj.2014.08.007
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    References listed on IDEAS

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    1. Rama K. Jayanti & Jagdip Singh, 2010. "Pragmatic Learning Theory: An Inquiry-Action Framework for Distributed Consumer Learning in Online Communities," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(6), pages 1058-1081, April.
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    Cited by:

    1. Gerlinde Pauli & Sebastian Martin & Dorothea Greiling, 2023. "The current state of research of word-of-mouth in the health care sector," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(1), pages 125-148, March.
    2. Camille Vansimaeys & Lamya Benamar & Christine Balagué, 2021. "Digital health and management of chronic disease: A multimodal technologies typology," International Journal of Health Planning and Management, Wiley Blackwell, vol. 36(4), pages 1107-1125, July.

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