Consumer confidence in health information from non-healthcare sources on the rise in The Harris Poll 2022 Health Information Trends Study

Trust in information from secondary sources such as internet searches, pharmaceutical companies, patient advocacy groups, etc. has increased since the 2019 survey; Consumers need help understanding health information online.

NEW YORK, July 14, 2022 /PRNewswire/ — The Harris Poll, a Stagwell Company (NASDAQ: STGW), today released results from the “2022 Health Information Trends Survey,” conducted among a sample nationally representative of over 2,000 American adults between June 15 and June 17, 2022. The survey – which builds on research conducted for the first time in 2019 on the public’s trust in sources of health information – shows that consumers are increasingly turning to non-medical providers to obtain essential health information.

Findings from the 2022 Health Information Trends Survey suggest that the public is both confident and confused by information online, leading to a “trust but verify” approach to health information.

  • Consumers avoid healthcare providers for health information: A majority of American adults agree that they can often find the health information they need without going to a health care provider (63%). Almost the same proportion (61%) agree that they need help understanding all the health information available online.
  • The proportion of adults who trust sources of information other than healthcare providers has been increasing since 2019. Consumers say they trust internet searches a lot or a lot (41% in 2022 vs. 33% in 2019), pharmaceutical companies (36% vs. 26%), patient advocacy groups (35% vs. 28%) and support groups (35% versus 28%), among others. At the same time, trust in primary care providers and specialists decreased slightly compared to 2019; 78% of consumers say they trust their primary care providers, up from 83% in 2019. 76% say they trust their specialists, up from 80% in 2019.
  • Verification sources: Among those who use specific sources of information1, more than nine out of ten verify the information they find. The most common motivation for verifying behavior, regardless of the source of information, is wanting to have more than one source with the same information, followed by the belief that it is difficult to follow because information about health care changes all the time.

“The data suggests a complex and evolving environment for consumers, communicators and healthcare providers. The public frequently consumes healthcare information from a variety of sources and needs more help understanding what ‘he finds, what’s believable and what’s not,” said Michele Solomon, Vice President of The Harris Poll. “Communicators must find new ways to reach consumers as non-traditional sources become trusted healthcare advisors. In this context – with noted reductions in trust in providers between our 2019 and 2022 surveys – the role of healthcare providers is diminished.

The full report findings can be downloaded here.

Harris Poll healthcare research covers all key audiences, including patients, generalist and specialist providers, payers, hospital system decision makers, policy makers, caregivers, people with specific illnesses or columns, members of associations or patient advocacy groups and the general public. For more information about The Harris Poll or to learn more about our healthcare practice, please visit

About the Harris Poll
The Harris Poll is one of the oldest surveys in the United States. He’s been tracking public opinion, motivations and social sentiment since 1963. He’s now part of Harris Insights & Analytics, a global consulting and market research firm that strives to reveal true values. of modern society to inspire leaders to create a better future. We work with clients in three main areas; build a 21st century business reputation, develop brand strategy and performance tracking, and earn organic media through PR research. Our mission is to provide information and advice to help leaders make the best decisions possible.

About the Media Communications Research Practice
Building on the more than 50-year legacy of The Harris Poll, the Media Communications Research practice supports the entire customer data-driven communications strategy, including paid, earned, social and detained. Whether the goal is to own and tell your own story through thought leadership research, measure what the public thinks or knows through opinion polls, or influence the political and legislative agenda Adopting a public affairs lens, our consultants guide the research and analysis process, from uncovering a unique space a client may own, to supporting the full range of outreach activities.

Harris Poll Reputation Practice
Harris Poll’s reputation analytics capabilities are backed by 25 years of dedicated expertise that provides strategic insights far beyond data or a dashboard. 2022 dots the 23rd annual publication of the Harris Poll’s Reputation Quotient (RQ) study – currently published in partnership with Axios as The Axios-Harris Poll 100 (more details can be found here: axios-harrispoll-100/)

Harris Poll’s expertise in healthcare reputation is showcased through the regular creation and management of programs covering more than 20 global markets and more than 12 stakeholders (including the most complex and difficult to reach, such as policy makers, payers and decision makers in the hospital system, in addition to all Medical Specialties). Now, more than ever, this work also creates actionable value in the context of an ever-changing landscape of business, societal, and healthcare issues/trends.

1 Sources examined in the survey: online sources, health insurance company, government agencies, peer-reviewed medical journals, pharmaceutical companies, and patient advocacy groups or associations

About Stagwell
Stagwell is the challenger network designed to transform marketing. We deliver creative performance at scale for the world’s most ambitious brands, combining culture-shifting creativity with cutting-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our more than 12,000 specialists in more than 34 countries are united in one goal: to increase efficiency and improve business results for their clients. Join us at


Michele Solomon
[email protected]

SOURCEStagwell Inc.

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