Twenty percent of online consumers look to other consumers for health advice online, according to JupiterResearch's recent study Online Health Support Groups and Consumer-Created Health Content: Mitigating the Threat to Loyalty and Drug Sales. According to the JupiterResearch report, online consumers use support groups, live chat, instant messenger, and e-mail, among other online media, to discuss health issues, including information about medications and treatments, with other consumers. Marketers must leverage online marketing and advertising tools used most often by CCHC users to emphasize key product messages, especially those around efficacy and safety.