User experience, ability to research information lead for reasons of trust.

NEW YORK (November 7, 2017)—Remedy Health Media, a digital health platform that provides content, tools and real stories in an emotionally engaging way, announced the results of a commissioned study of over 750 U.S. caregivers, ages 35+ examining how they receive health information.

Roughly 70 Percent Get Health Info from Health Websites
Of those who do consume health information and content, 69 percent stated that they receive their health information online, from health websites. Actual health care providers came in second as the next most popular resource for health information (60 percent).

Respondents also listed friends and family (58 percent), TV (46 percent) and health magazines (45 percent) as their most likely channels for health information. On the other hand, podcasts (8 percent), radio (13 percent), general lifestyle magazines (22 percent), email newsletter (26 percent), pharmaceutical websites (29 percent) were identified as the least utilized resources.

Only 30 Percent Trust TV for Health Information
Though many may get their information from TV, not many trust it. Per the study, only 30 percent of caregivers who consume health information and news trust the information they learn about on TV. On the other hand, health care providers and health websites are tied as the most trusted sources for information (65 percent of respondents chose each). Friends and family came in as a distant runner-up, at 44 percent.

“Caregivers trust the information they get online, but don’t necessarily trust the information they hear about on TV,” added Remedy president Jim Curtis. “The internet is built entirely on the user experience—where the user is in control of specifically what information he or she consumes, as well as where that info is coming from. People are naturally skeptical of information that is fed to them—especially in the era of “fake news”—giving more credibility to the internet, solely based on how we use it.”

Nearly 75 percent Seek More Information Online After Seeing Interesting Medication on TV
Nearly three-quarters of those surveyed said they go online for additional information after seeing a medicine they are interested in advertised on TV, either often (31 percent) or very often (41 percent). Only 21 percent of respondents say they do so seldomly, while an even lower 7 percent say they never seek additional information online.

“TV continues to see billions in health and pharmaceutical ad spend, yet caregivers do not trust the information they get from the TV,” said Curtis. “Per our study, individuals seem to seek validation online for the information that they do get. I would not be surprised if health and pharma companies who currently invest heavily in TV see this trend and shift their efforts and assets toward digital.”

Regarding Medication on TV, Stories of Real People are Just as Effective as Statistics
When asked about TV advertising for medications, respondents stated that stories of real people (35 percent) and statistics which offer proof of efficacy (35 percent) resonate equally. The next most popular response was an actual doctor discussing a drug (26 percent) and coming in fourth was animated advertising at a 5 percent low.

“Storytelling is a powerful method of connecting with consumers,” said Rose Pike, Remedy’s VP of Editorial. “Stories of real people beat out statistics by a fraction of a percentage point in our study. This shows us that when it comes to your health, compelling, intimate accounts of others’ experience with illness have just as much impact as statistics and facts. It’s also telling that animated advertising was by far the least popular response. Clearly, it’s harder for most of us to connect with an animated character on an emotional level than it is to create a connection with a real person sharing similar experiences.”

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