Who are the new medical consumers? These people behave like medical “shoppers” because they are more mobile than previous generations and are empowered by the Internet. They can research and form opinions about diseases, treatment options, and the best route to recovery—all before stepping foot in to an exam room. This emerging population has been taught that in order to be a health-wise consumer and to get the most value, a patient must take an active role in his or her care.