The online health-seeking population is growing dramatically. A recent study illustrates that the Internet is the most preferred source for health information and there are approximately 116 million consumers using the Internet to get healthcare information and to find a provider. In dealing with health issues, individuals turn to the Web before their doctor, hospital, or any other provider. Gain valuable insight into these current trends in consumer online search behavior and transparency and understand how they provide strategic business opportunities and risks for hospital organizations. Learn from innovative hospitals how to effectively leverage search and the Internet. Identify what you can do to build an online presence to connect with patients and ignite your online marketin