As marketers, we all know that social media – from YouTube to Instagram to Reddit to TikTok – has changed the way we communicate, gather information and ultimately, perceive the world. But, what might surprise or even shock you, is the outsized role that social media plays in healthcare decisions.
This summer, Mower polled 1,000 18-35 year olds to get a sense of how social content influences healthcare decisions they make. From trying wearables to biohacking to nutritional plans to requesting specific lab tests, 80% of this demographic is turning to social media for medical advice and tips on health, wellness and fitness. More than half of these folks will try a trend before they talk to their healthcare professional and a quarter won’t ever consult their doctor. All this begs the question: What makes social media so appealing and how can healthcare professionals, health systems and even payers lend their credibility to these conversations?
Doctors are Still the Standard Bearers
If the thought of 80% of young American adults getting their health advice from influencers makes your stomach do a somersault, you’re in good company. No one in the field wants the same unqualified people pushing “detox teas” or “belly fat blasters” to be anyone’s first source of information. You might assume they’re following TikTok influencers, but here’s the twist: over half said the advice they acted on came from doctors they follow online. Nutritionists and influencers still had a big impact too, each influencing over 40% of respondents.
Who They Trust and Why
Not all content is created equal. Young adults said they’re more likely to trust health advice on social media when the post includes sources, research or explains things clearly. And while many follow doctors or specialists, they’re wary when those professionals are also selling something. A third said they question the motives of medical pros who sell products, and another third said they trust them—but still double-check everything.
Why Social Media? It’s Real, Relatable and Free
What’s the draw? For many, it’s the accessibility. Nearly half said health-related content just shows up in their feed without them even searching for it. Others said they appreciate the real-life stories and practical tips since it’s both free and feels more relatable than what they’d get in a doctor’s office. Some mentioned that access issues like cost and insurance coverage are significant barriers to seeing a doctor, making social media their best – and sometimes only – option.
What This Means for Healthcare Brands
The takeaway for healthcare marketers? If you’re not showing up on social, you’re missing a huge opportunity. Young adults are turning to their phones before they turn to a physician. To stay relevant, healthcare providers and brands need to meet them where they are with credible, clear and human-centered content.
Social media isn’t just part of the healthcare conversation anymore—it’s often where the conversation starts.