POWERFUL POTION.

The article focuses on the health care industry which can use information technology and the Internet to provide consumers with accurate information and new services in order to improve patient outcomes. Pharmaceutical companies have a prominent role to play in the process. By playing a bigger role in controlling how their products are used, pharmaceutical companies say they can improve care and foster customer loyalty in the face of competition from generic drugs and potential revenue loss from U.S. patients filling prescriptions at lower-priced Canadian pharmacies. Using the Internet to accomplish this is new to most of the companies, and only about 20% of adults go online for drug information. INSET: DATA FLOW: Tracking consumers..