Seeking a Cure, Patients Find a Dose of Conversation Online

Ann Bartlett, who blogs on HealthCentral.com about her Type 1 diabetes, was frustrated when doctors tied all her symptoms to diabetes. (By Dominic Bracco Ii -- The Washington Post)
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There's little question that drug companies prefer to put information directly in front of audiences that will want it. But online health advertising has lagged.

Only 4.5 percent ($975 million) of health advertising went online in 2007, about half what other industries spend, according to New York research firm eMarketer. Legal, regulatory and other issues have held back online advertising.

"For the pharmaceutical companies, it's so much more efficient for them to get to the doctor if they don't have a blockbuster drug like Viagra that can be used by a wide swath of the population," said eMarketer senior analyst Lisa Phillips.

Schroeder acknowledges his vision for narrowly targeted sites is still mainly a vision, and not one that is guaranteed of success.

But one site so far -- dedicated to diabetes and teens -- is giving him hope.

DiabeTeens.com includes blogs, an essay by a teen who, to lose weight, gave herself less insulin than she needs and a feature called "Ask Ginger," described as, "Advice on school, sports, love, life and . . . oh yeah . . . living with diabetes!"

One teen recently wrote with a question about dating and diabetes.

"i met this guy at my church and i really like him alot and i think he might like me to but he doesnt know i have diabetes and i think if i tell him it might freak him out," she wrote.

Ginger Vieira, 22, a personal trainer, Type 1 diabetic and HealthCentral contractor, offered calming words. "Totally legit reason to freak out -- I don't blame you!" she wrote. "But, I can tell you, so far, I've never encountered a COOL guy who was freaked out by diabetes."

The nature of the advertising on the site, however, did not keep up with the tone and topic of the discussion. Ads focused on bladder control, an in-house obesity site and a heartburn drug. Still, Vieira said, the site provides an invaluable service.

"It's so hard for teenagers to have Type 1 diabetes," she said. "It permeates every aspect of their life. They don't have anyone to talk to."