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.