Nurses and physicians assistants are closing the gap with doctors as valuable healthcare information sources
Despite the fact that digital and social have increased the number of ways we can access health and wellness information, doctors continue to be the most valued source of healthcare information to the majority of consumers, according to Kantar Media's 2013 MARS OTC/DTC Study.
In the last three years, the number of adults who value their doctor as a source of healthcare information has barely shifted. Similarly, the majority of adults (56%) rate their relationship with their PCP as excellent or very good.
However, what has changed is that more adults are placing a higher value on nurses and physicians assistants as healthcare information sources. There has been a 12% increase in the number of adults who value these information sources since 2011.
Alternative and holistic medical practitioners are still not highly valued among most adults. Only 21% say they very much/somewhat value them as info sources. More adults (27%) actually value magazine articles compared to these professionals.
How adults value pharmacists hasn’t shifted much in the last two years.
But the number of adults who value friends/spouses/other relatives as healthcare information sources has actually dropped 9% since 2011. Whether that is because there are more sources for information than ever before due to the rise of the Internet and digital devices remains to be seen. But it’s certainly something we will stay revisit in 2014.
For more information about accessing full study results, contact us here.
Kantar Media’s MARS OTC/DTC Study helps agencies, marketers and media make better healthcare media and marketing decisions. It ties multimedia consumption to medical ailments, pharma brands, attitudes and opinions about healthcare and many other data points. A large sample of about 20,000 respondents provides stable and reliable information across categories and brands. Gain insights into category and product usage for 500+ OTC and Rx remedies, detailed information for 70 health conditions, including treatment options and much more.