On-line consumers in medical devices industry

Recently I've noticed that more and more consumers seek for information and medical knowledge in the Internet. Those people are not only professionals but also the final users of those devices. It is a great opportunity for managers: they should market to those clients. Yet, the clients search the net for health information, possible solutions and non-commercial, credible sources. Such web surfers are usually well educated.
Today, most advertising compaigns focus on healthcare professionals. Maybe it is the time to redirect those money and turn towards final users? But how should it be done when the users are often sensitive to any kind of commercial information?
I see one solution at the very moment: medical devices producer should create an interactive campaign addressed to final consumers. The product presentations should be backed up with credible, medical information that come from non - commercial environment, medical professionals preferably.
I am curious what is your opinion about that? Do see any other solution?