The news: The American Medical Association (AMA) launched a digital-first “Did You Ask Your Doctor?” campaign this week encouraging patients to check health information they find online with a physician before acting on it. The campaign includes a new website for patients with searchable physician-reviewed articles and videos. The AMA says it isn’t discouraging consumers from seeking health information online but wants them to check with their doctors.

Why it matters: As consumers turn to AI and social media for health advice, the AMA is trying to make consulting a physician part of their digital health habits. Among US adults who search for health information online, 49% use AI tools like ChatGPT and 42% use social media at least weekly, according to EMARKETER’s January 2026 US Digital Health survey.

Online advice is also shaping treatment decisions. Some 26% of consumers say nonmedical social media creators influenced short-term treatment decisions, while the same share say AI influenced those decisions, per a March 2026 Edelman survey of global consumers.

Consumers’ uncertainty about the accuracy of online health information reinforces the AMA's push for physician guidance. Some 44% of US adults are not confident they can tell whether health information from AI chatbots is true or false, while 39% say the same about social media information, per a May KFF survey.

Implications for healthcare and pharma marketers: The AMA’s call to consult a physician may be harder to follow for consumers who face barriers to care. Among consumers who used AI for health in the past year, 46% cited unaffordable doctor visits as a reason, and 44% noted difficulty reaching a provider, per March 2026 KFF polling. Healthcare marketers can help consumers get around those barriers with digital tools to find in-network providers, view available appointments, and book visits directly.

For pharma marketers, the AMA's campaign echoes the familiar "ask your doctor" message common in prescription drug advertising. Pharma brands can make that call to action more useful by pairing it with clear, sourced digital health information that helps consumers assess online advice and prepare for conversations with their doctors.