Traditionally, the bond between the patient and doctor is a deep one – a trust that builds over the years. However, for younger adult patients, that relationship is highly transactional. That’s what’s revealed in a recent survey of 2,100 folks 23-38. About half of respondents said they trust online resources to accurately diagnose symptoms.
In fact, 73% prefer Dr. Google to their family physician:
Where do they say they find this advice? Primarily turning to WebMD, followed by various news articles, YouTube, and Reddit:
What this means for marketers: in-office patient engagement might not be the best venue for reaching Millennials. Instead, reach them during their online information with not just messaging, but perhaps consider how your brand can provide supportive tools and resources – perhaps even acting as a sherpa helping to navigate through the best quality content.