Manhattan Research recently identified five critical trends driving the future of the ehealth market in 2004:

1. Market of ehealth consumers diversifies -- organizations will need to properly analyze and target the various subsegments
2. Internet a primary health info channel for > 80 million consumers -- online consumers are just as likely to use the Internet as they are their physician in 2004
3. Recall of drug ads flattens, but role of Internet expands -- a growing number of consumers are going directly to the product website after seeing an ad
4. Growth of "connected consumer" segment loses steam -- the link between patient, provider and payee will remain spotty, but stronger link between consumers and their health plans
5. eHealth moves beyond e-patient to e-caregiver -- understanding the impact of those beyond the patient is extremely relevant