Internet among most trusted sources for health information

Although the majority of respondents (61%) say their physicians are their most trusted source for medication information, pharmacists (16%) and online medical sites (13%) are gaining ground with patie

By Editor on May 16, 2006

Although the majority of respondents (61%) say their physicians are their most trusted source for medication information, pharmacists (16%) and online medical sites (13%) are gaining ground with patients. In addition, 22% say they learn about medications from pharmaceutical-sponsored Web sites.

The Internet has solidified its position as a trusted resource, says Philip George, a partner in Accenture's Health & Life Sciences practice. While physicians remain the top source of information about medications, the gap is narrow between pharmacists and online medical sites for the number two spot.

The survey, which was conducted online in January 2006 among more than 1000 patients 30 years or older and taking at least one medication on a regular basis, examined how much research patients do, how involved they are in their own treatment and what sources they turn to for trusted information.

Respondents report they are conducting more research on their medications than they did five years ago because of safety concerns (81%) and the need to educate themselves in order to play a larger role in their own health care (76%). More than half (59%) say they ask their physicians about medications they have learned about online or elsewhere and one-third receive a prescription for the medication.

The ease of access to online resources has improved, empowering patients to become more involved in choices about their healthcare and engaging their physicians in discussions about the information they have amassed, George says.

More than two-thirds (68%) of those surveyed say they have seen information provided by pharmaceutical companies in television advertisements. And although 83% say they always or sometimes trust pharmaceutical company-provided information about medications, only 60% say they always or sometimes trust company-sponsored advertising.

Despite their misgivings, most respondents (74%) say that advertising always or sometimes helps them learn about medications that they may not have otherwise known. Patients report seeing pharma-sponsored information in their physician's office (72%), on television ads (68%), in the pharmacy (55%), in other advertisements (49%), on online medical sites (46%) and on pharma-hosted Web sites (31%).

More women (54%) than men (43%) seek out information from online medical sites and they also go to pharma-hosted Web sites more than men (26% versus 18%).

Although the majority of respondents (57%) say they read the package insert that comes with prescription medications when starting a new medication, more women (61%) do so than men (50%).

The future of healthcare is centered on the distinct needs of patients and connecting the right information at the right time to help make decisions about their care, George says. Pharmaceutical companies, physicians and the larger healthcare community should continue to drive patient information through a multitude of channels. This will enable consumers to become even more informed about their healthcare options.

To learn more about the study, visit www.accenture.com .