Abstract
Firstly approaching the subject I analyzed how the recent advent of the digital devices has changed the way of universal communication, their relationship of Italian population with digital media and illness. I concentrated my study on the researches made by the web users, on the intricate network of interests between the various players in this market, and on the analysis of some specific sample cases, and therefore I was able to verify how even in Italy the doctor's image is losing more and more authority; I also was able to attest how it is complex to find reliable sources of medical-scientific information, that may employ a clear language for the audience and that may be aligned to its real necessities. 

The benchmark phase in the sample cases Italian brought to consideration enabled to deduce the meaningful characteristics for defining an affective communication project, which are: accessibility to information, availability of the site, the source's reliability, dateability of the news, a no-profit purpose, multimedia traits, the large spread of communication through different means, interaction with the audience. 

Is it possible to refine an ethical business plan that respects the audience's sentiment referring to the wed relational dynamics in the area of medical-scientific information? 

This is the question to which I aimed to answer by choosing between the available platforms "Notizie Mediche" (medical news) as the project's housing, meaning to enhance the trait of interaction. The web portal, founded in June 2015 and directed towards the patients, caregivers and sanitary operators, stands apart from other analyzed cases for his authority, independence and closeness to the audience most of all in the frequent interaction with it through social media.