Consumers increasingly turn to online health communities for health information and social support. Yet, the type of value consumers derive from online health communities is not well understood. This study examines social support as the mechanism through which consumers co-create and experience different types of value. Cutrona and Russell’s typology of social support and Holbrook’s consumer value typology are applied to posts and threads obtained from two online communities for people with Parkinson’s Disease and ALS. Results demonstrate that online health communities give consumers the opportunity to create and experience forms of consumer value that would not otherwise be available in a traditional health delivery system. The results lend support to a re-conceptualisation of medical practice and health delivery for consumers with chronic conditions.

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Increased longevity means that many people live into their 70s, 80s and beyond, with increasing numbers living with chronic disease. The role of the Internet in the care of chronic disease has been explored within the health literature and, to a lesser extent, within the marketing literature, with recent research suggesting that around 60% of patients source internet-based information about medical conditions and treatment. This mixed-methods study explores the impact of online support groups on the doctorpatient relationship finding that participants in an online support group for inflammatory bowel disease share lay advice, empower each other and act as a credible channel for word-of-mouth referrals. The traditional asymmetric relationship between patient and doctor is challenged by this new form of educated, empowered health consumer who is able to work in partnership with medical service providers in the ongoing management of chronic illness.