Nobody can overlook the growing use of e-commerce in numerous business settings anymore. As e-commerce gains more significance in our lives, the world of healthcare bounds to have its share of the pie. Accordingly, we have been seeing online marketing practices involving healthcare service providers, payers, and patients. It appears that the Internet can provide the platform that can tie all those parties together. There are many indications now that it is the time for e-commerce in healthcare marketing.On the other hand,as with every new practice,there are issues that require further exploration when it comes to developing a successful e-commerce strategy. The purpose of this paper is to highlight some of the concerns that one should examine before finalizing an e-commerce strategy in the healthcare marketing area. It is hoped that the in-depth review of the concerns covered in this paper will provide the related parties with a comprehensive foundation to fully utilize the potential of e-commerce in the field of healthcare.