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Information consumerism on the World Wide Web: implications for dermatologists and patients.

The World Wide Web (WWW) is continuing to grow exponentially both in terms of numbers of users and numbers of web pages. There is a trend toward the increasing use of the WWW for medical educational purposes, both among physicians and patients alike. The multimedia capabilities of this evolving medium are particularly relevant to visual medical specialties such as dermatology. The origins of information consumerism on the WWW are examined, and the public health issues surrounding dermatologic information and misinformation, and how consumers navigate through the WWW are reviewed. The economic realities of medical information as a "capital good," and the impact this has on dermatologic information sources on the WWW are also discussed.Finally, strategies for guiding consumers and ourselves toward credible medical information sources on the WWW are outlined.