In the past decade, consumers have shifted from worrying about sharing personal financial information on the internet to embracing online retailers' recommendations for them. Healthcare companies are experimenting with digital capabilities to see if they can encourage a similar level of influence. By doing so, they are testing the limits of the potential power of repurposing online retail innovations that consumers have become accustomed to in varied industries and potentially revamping healthcare in the process. If the healthcare industry can develop useful and proactive tools, then - as the infographic below illustrates - the healthcare landscape as a whole will also be profoundly changed: