Dr. Mom and Dr. Web

Abstract

The primary goal of this qualitative study was to begin to understand and gain insight into how women use the Web to search for health information. This has become an increasingly important area to understand because more consumers are taking control of their healthcare, women tend to take responsibility more than men, and the Web is a key source of healthcare information. Several key findings support the literature and theory saying that women are highly involved in searching for health information and they increasingly rely on the Web. These women are not relying on their doctors to provide their healthcare information and they are skeptical of health information with a sales purpose. Implications for marketers are discussed.