Healthcare stakeholders have been keeping their powder dry in the digital world, but as a bill moves to the Senate, groups may open the spending spigot, ClickZ reports.

Andy Hunn, COO of Resonate Networks, a political ad network, tells ClickZ: "We've talked to about a dozen clients for whom we were already doing healthcare work...We know they want to spend related to healthcare reform, but they're deliberately holding back right now. A phrase you hear around here a lot is people are keeping their powder dry." He added: "When it breaks open, it's number one."

A concurring comment came from Mario Coluccio, managing director of the free market nonprofit Center for Medicine in the Public Interest, who said once a bill is submitted in the Senate "we may make a decision to increase our ad runs."

The article also examines the popularity of search ads during the healthcare debate.