The return of the house call: the role of internet-based interactivity in bringing health information home to older adults.

This study provides qualitative insight into how older adults are using the Internet for health communication. The research is framed with theory from several disciplines, including health and interactive communication, as well as related theoretical models. Data from focus groups was used to develop a model of seniors' online health interactions. Three primary themes that emerged in focus groups form the key elements of the model: the health situation, health information, and the medical field. Implications are suggested for advertising and marketing on the Internet, health information providers, and academic researchers in these areas.