Millennials Rely Less on Pharmacists
For Immediate Release
Contact:
Karen Albritton
919 882 1958
A national Capstrat-Public Policy Polling survey found that Millennials (people between ages 18 and 29) are much less likely than the general public to rely on pharmacists as a source of health information. Only 25 percent of Millennials judged pharmacists to be a “somewhat or extremely reliable” source of health information, compared to 70 percent of respondents overall.
Compared to other age groups, Millennials also expressed less trust in traditional medical sources including doctors, nurses, advocacy groups and information gleaned from Google searches. Thirty-seven percent said doctors were unreliable sources of information (compared to 15 percent of all respondents) and 50 percent considered nurses unreliable (compared to 16 percent of all respondents). Tops in reliability for Millennials were advocacy groups such as the American Cancer Society (53 percent) and family and friends (48 percent). Millennials judged Google reliable as well, but not to the extent of other groups (49 percent versus 59 percent overall).
Yet in practice, Millennials don’t necessarily rely on the sources they say they find most reliable. When asked for the “single most influential” source of information the last time they had a health issue (versus who they implicitly trust), Millennials reported turning to doctors more than any other source. A similar dichotomy was observed in how they looked at online health forums. Millennials didn’t rate online health forums as more reliable than other groups, yet were much more likely to have used forums the last time they needed information (31 percent versus 4 percent for all respondents).
“These preliminary findings suggest that skeptical Millennials may be more open to input from traditional medical authorities than we expect — particularly if they connect through the online media channels that are so prominent in their day-to-day lives,” said Capstrat President Karen Albritton. “Given that at least three-quarters of the individuals in this age group are active in social media,1 it’s not surprising that they would prefer this channel.”
“Millennials’ low rating of pharmacists likely reflects a changed relationship with the profession compared to their parents,” said Albritton. “The pharmacy business has changed rapidly from sole proprietorships that were the center of life in small towns to chain stores and mail order options that are less likely to promote deep personal relationships. Millennials’ outlook could be an outgrowth of this changing dynamic.”
For polling analysis reflecting all respondents, go to http://capstrat.com/polling . To view complete survey results, visit http://capstrat/survey . Other notable findings on Millennials and health information include:
- Millennials were less likely to be influenced by Google searches — or to consider such information reliable — than any other group except seniors (65 or older)
- The two biggest advantages of online forums for Millennials were 24/7 access and anonymity
- Millennials were less likely to have last used a Google search for health information than any group except seniors.
1 Pew Internet and American Life Project, September 2009.
About Public Policy Polling
Public Policy Polling has conducted regional and national surveys since 1991. The firm employs Interactive Voice Response or IVR methodology. Just as polling evolved from mail-in surveys and door-to-door interviewers to live telephone interviewers, the polling industry is evolving into automated telephone surveys (IVR) and internet polling. An analysis by the Wall Street Journal of swing state polls in the 2008 presidential campaign concluded that Public Policy Polling was among the two most accurate survey firms.
About Capstrat
Capstrat, a communications agency based in Raleigh, N.C., solves the complex issues that health care, technology, energy/infrastructure and financial organizations face at critical moments. We blend marketing communications, interactive communications, public relations and public affairs to tell stories with power and persuasion. Visit us at www.capstrat.com.
