Editorial

Abstract
The use of the Internet as a source of health information and connectivity between providers and payers in the US has increased interest in e-health as a channel for the marketing of health-related products and services. In the US, pharmaceutical companies are increasingly exploring on-line direct-to-consumer advertising of prescription drugs, although the return on such marketing investments remains unclear. Our current model of the interaction between the pharmaceutical industry and the providers of e-health solutions (health portals, connectivity and technology providers) is largely influenced by the US experience. The European e-health space differs substantially from that of the US, as national health insurance, social factors, consumer and provider characteristics and regulatory barriers force us to rethink the prevailing health portal and connectivity approach to e-health.

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