Large organisations find it inherently difficult to remain innovative. So it is in healthcare, where many countries operate monolithic systems. However, although many businesses have realised that their customers can be a powerful source of new ideas and innovations, healthcare providers seem almost instinctively to resist such an approach. Many initially saw the spread of medical information on the Internet as a nuisance or even a risk, although most have since come to see it as a way of enriching doctor-patient conversations. Data from the Pew Research Centre shows that of those Americans with Internet access, 83% use it to look for health information. These "e-patients" increasingly use social networking platforms to teach each other about conditions and treatments. In turn, this will again change the doctor-patient relationship, and could even create the basis for a more market-driven system where customers are able to make informed choices about varying providers.

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