The Rise of Involved Healthcare Consumers
By Mary Dominiecki, SVP, US Country Lead
April 22, 2024
Patient-doctor relationships have historically been very hierarchical with doctors being the experts and patients heeding their advice. In more recent years, cultural shifts have resulted in a more collaborative relationship for many patients with their doctors. Pharmaceutical companies have also started placing more emphasis on the patient. Most brands are ensuring that they are not only developing materials for physicians but also for patients.
MD Analytics surveyed 1000 people in the US and 1000 in Canada to see how they are utilizing healthcare and how engaged they are in their own health. We are seeing evidence of patients engaging in their health more and more. In our survey we saw patients involved in treatment decisions, requesting specific treatments, and using social media to seek medical information. Roughly half of patients feel that they are part of treatment decisions – either making the final decision or making the decision jointly with their physician. In the US it is more common to say the physician presents options and leaves the final decision to the patient, whereas in Canada it is more common to make the decision jointly with the physician.
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Patients ask for specific treatments on average 1-2 times per year and feel that their requests are granted. This makes educating patients on diseases and treatments a top priority so they can feel both empowered and equipped to be a part of their treatment decisions. Patients may request treatment they learned about from HCPs, family and friends, or even their own research. Advertisements can also play a role, particularly in the US.
With roughly 30% of patients using social media for medical information, it is important that they can find accurate and useful information. YouTube, Facebook, and Instagram are used most often to find medical information. Pharma companies should continue to consider these sites as valuable channels for unbranded disease education and branded treatment information, so it is easily accessible to patients where they are.
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