Research demonstrates that consumers want to know (in consultation with their physicians and families) which of all the available healthcare options and recommendations are more suited to them as individuals, based on their own personal physiology, history and life circumstances. They want to know what the potential benefits, harms and costs of these options and recommendations mean to them personally, not generically.

This depth of detail can only be supplied by physicians in person or by consumers being assisted with personalized, accurate, easy to use and easy to understand healthcare information systems. 

Physicians themselves want patients to be more involved in their own healthcare outcomes but more and more physicians say they no longer have the time to explain personalized healthcare information. Many medical organizations throughout the developed world including the US Surgeon General frequently call for better information to be provided to everyday healthcare consumers.

Consumers, who have access to personalized, easy to use and easy to understand information on healthcare, have improved levels of health, have better healthcare outcomes and importantly, consume significantly less healthcare resources.