The Internet is the resource of choice for U.S. adults seeking health and pharmaceutical information. As well email, social media and personal digital assistants are prime vehicles for delivering information, marketing messages and other communications. And the targeting power of digital media has greatly enhanced the ability to market niche therapies.

Digital media are also valuable tools for patients seeking to connect with others for support and caregiver treatment advice. There are hundreds of health-related Web sites, message boards, blogs and online patient support groups as well as sites like iGuard.org and WebMD.com that enable consumers to rate prescription drugs and treatments.