ABSTRACT
Deliveries of medical information and assistance on the Internet are becoming increasingly popular, despite growing concern by some affected professional groups. "Self-help" efforts are abounding as individuals band together to support each other socially as well as gain political clout. The advent of widespread on-line health care is having a growing cultural impact, affecting the image of the practitioner-patient relationship and opening up the possibility of new roles for social workers and educators in the provision of health services. Many consumers are bringing new strategies into their acquisition of health information and care, ones developed in Internet shopping and other on-line interactions. In turn, many in the healing and helping professions are attempting to establish norms for the "proper use" of the Internet for individuals seeking health-related assistance. The medical and health care communities should establish approaches that empower consumers to use the Internet as part of a total health care strategy, rather than simply warn them about Internet hazards. The statuses of social workers, health educators, and related health professionals may be bolstered as they develop ways to empower and support consumers' Internet utilization.
