The data: Most (51%) US adults say they’re most likely to seek health advice online (including social media), while only 31% say they’re most likely to contact their primary care provider to do the same, per a survey of 1,004 US-based people ages 18-75 from clinical trial platform Power.
Why are health consumers opting for online > health professional advice? Convenience and trust in consumer testimonials.
Many people (45%) said the main reason they do not seek medical advice from a healthcare professional was because it took too much time, according to Power.
Many are instead going online thanks to the speed and convenience of turning up results.
About 62% of people say they trust health advice they find online due to testimonials (e.g. a testimonial about why a certain treatment worked).
The bigger picture: We expect to see physicians build their personal brand on social platforms to reel in new patients (particulalry Gen Zers) where they’re already spending the most time.
TikTok reigns king over any other social media app in terms of consumer downloads, but is an area where healthcare providers don’t have a large presence:
We’re seeing some physicians build an audience on TikTok, a move we think more clinicians will continue to make throughout this year to foster engagement with Gen Z patients: