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There has been quite a buzz around personal health records, with Microsoft and Google getting into the fray. This shows us at least two things. First, health care is becoming more and more synonymous with technology fortified by the Web 2.0 formula. Users of health care services are educated and technologically sophisticated, and are expecting that same level of maturity when searching for answers to their health care questions. Second, the barriers to entry are low. Technology companies see a very lucrative business opportunity, and they are seizing that chance with vigor.

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