Communication has become multi-faceted. From patient-to-physician dialog to social media to friend-to-friend recommendation, consumers have a deep well of information to access, learn from, discuss and activate against. With this advent of information patients are finding opportunities to take more control of their healthcare decisions every day. This is taking the form of ‘diagnosing’ and ‘treating’ symptoms with information they retrieve online, asking for advice on social media channels, and even turning to supplements and vitamins in place of traditional medicine.