Gen Z and Millennials Turning to Social Media for Health Guidance Instead of HCPs
Per Medical Marketing & Media, a new study by Hall & Partners in partnership with ThinkNext has found that Gen Z and millennials are increasingly turning to TikTok and Instagram influencers for health advice instead of seeing doctors. The study, which surveyed more than 10,000 people over the age of 18 globally, found that nearly 18% of the U.S. population, or some 59 million people, are turning to social media influencers for healthcare information and guidance in dealing with chronic conditions.
A trend emerged among respondents with certain conditions, with 30% not going to their doctor for health advice, and 28% of those with inflammatory bowel disease turning to social media influencers instead of their doctors.
Navigating Distrust: Pharma in the Age of Social Media
February 18th 2025Ian Baer, Founder and CEO of Sooth, discusses how the growing distrust in social media will impact industry marketing strategies and the relationships between pharmaceutical companies and the patients they aim to serve. He also explains dark social, how to combat misinformation, closing the trust gap, and more.
Social Media's Influence on Young Women's Reproductive Decisions
February 20th 2025In this Q&A, Organon's Chief Communications Officer, Becky Edwards discusses how much social media and influencers sway decisions about birth control methods, potential consequences of these misinformed choices, and more.
