Finally, one trend that is increasingly clear as new media become simply media, is that the online channel is leading to better informed, more empowered patients. Furthermore, it is having an immediate and long-term impact on the physician-to-patient relationship. The vast majority of physicians in the US now report they have at least some patients bringing information from the Internet to the office, and the encouraging news—for patients at least—is that the majority believe that patients bringing information to the office is a good thing. Additionally, the early evidence shows that when physicians treat patients who have brought online health information with them, they end up spending more time together as a result. In other words, the traditional oneway conversation comprised of talking "to" the patient is giving way to the world of talking "with" the patient to optimize health outcomes. The Professional Paradigm Shift The Internet has become as indispensable in doctors7 offices as in consumers' homes. Since 2001, the percentage of physicians claiming the Internet as "essential" to their professional practice has grown substantially. The ability to conduct professional activities online, as opposed to off-line, provides physicians an attractive service given their already hectic daily schedules. In addition to the convenience of online information access throughout the day, a growing number are finding ways to integrate access into patient consultations, where it has a direct impact on clinical decision-making at the point of care. Overall, the three most frequent online physician activities are: 1) searching literature databases, 2) seeking information about prescription drugs, and 3) accessing drug reference databases. Before the Internet, each of these activities might have been delegated to staff, who expended valuable time physically searching through
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