Jarrard’s 2025 Digital Media & Health Information Survey highlights how misinformation, influencers and AI are changing the healthcare conversation.
NASHVILLE, Tenn., Sept. 22, 2025 /PRNewswire/ — Jarrard, a U.S. top 10 healthcare strategic communications and change management firm, has released its 2025 national consumer survey on The Health Information Journey. Surveying more than 1,000 U.S. adults, the report offers a clear look at how people find health information, who they trust and what healthcare leaders must do to stand out in a crowded digital space.
“Healthcare leaders are facing a paradox,” said Jed Lam, senior vice president of Market Research & Insights. “People are worried about misinformation, but many still rely on the very tools most likely to spread it. At the same time, consumers are showing a surprising level of trust in non-medical influencers and emerging technologies. Leaders need to understand these dynamics if they want their organizations to stay relevant.”
Key findings from the survey include:
- Misinformation is top of mind, but behavior hasn’t changed. Seventy percent of respondents are concerned about health misinformation online, yet six in 10 regularly get health information from social media.
- Influencers matter. One in five Americans say they trust non-medical influencers for health information, with younger adults and early tech adopters especially susceptible.
- AI is gaining traction. Nearly half of consumers report using AI tools to search for health information at least occasionally.
- Wearables are mainstream. Four in 10 use a wearable health device, and half of those regularly bring that data into conversations with providers.
Tricia Geraghty, Jarrard senior vice president and strategic positioning lead, added, “Today, staying relevant means acknowledging that misinformation is widespread but so is the opportunity to build on the wealth of high-quality content already available. Healthcare marketers can use this data as a foundation to evaluate how and where they show up online, focusing less on combatting misinformation and more on meeting people where they are with credible health information.”
The findings underscore the urgency for healthcare organizations to adapt. To explore the full findings and learn how your organization can respond to these shifting dynamics, download the 2025 National Consumer Survey on The Health Information Journey.
About Jarrard Inc.
Jarrard is a specialized healthcare consulting firm devoted to helping leaders during high-stakes moments of change, challenge and opportunity. We use the power of communications, marketing and political strategy to help our clients achieve their most important goals. Founded in 2006, the firm has worked with more than 1,800 clients in 49 states and focuses on change management, issues and advocacy and strategic positioning. Jarrard is a division of Chartis, one of the nation’s leading healthcare advisory firms. For more information, visit jarrardinc.com or follow us @JarrardInc.
The Jarrard Market Research & Insights group specializes in understanding the interplay of stakeholder perceptions, motivations and behaviors – the literal and people politics that permeate healthcare – and the actions and messaging that will drive impact. MRI develops custom primary research solutions to deliver critical wins with measurable results.
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SOURCE Jarrard Inc.
