Why Young People Are Turning Away from Doctors

There’s a noticeable shift happening in healthcare today, and it’s especially clear among younger generations. Traditional trust in doctors and healthcare institutions is no longer a given. Instead, more and more young people are turning to friends, family, social media, and even personal blogs for advice on their health — and not always with the best outcomes.

The Edelman Trust Institute’s latest global survey paints a clear, if unsettling, picture. Surveying over 16,000 individuals across 16 countries, they found that 45% of people aged 18 to 34 are now disregarding medical advice from healthcare professionals in favor of guidance from friends and family. An additional 38% are getting their health information directly from social media. What's more alarming is that over half of these young respondents admitted they made regrettable health decisions based on misinformation — often sourced from platforms like Instagram, TikTok, or YouTube.

This trend isn't emerging in a vacuum. Several deeper forces are at work. For one, there’s a growing hunger for empathy and relatability in healthcare conversations. Many young patients don’t feel truly seen or heard during a typical doctor’s visit. Instead of clinical language and credentialed expertise, they crave human connection — someone who not only knows the science but can also understand and validate their lived experiences. For them, someone who has "been there" with a chronic illness or a health scare may carry as much authority as someone with an M.D. after their name.

At the same time, digital empowerment plays a major role. Young people have grown up with the world’s information — and misinformation — at their fingertips. The rise of platforms like Reddit, TikTok, and even health-specific influencers on Instagram has made it feel easy to crowdsource advice or self-diagnose within minutes. But while access to diverse viewpoints can be empowering, it also opens the door to misleading or dangerously incorrect health narratives.

Politics has further complicated trust. The Edelman study highlighted that nearly half of young respondents said they would be less likely to trust, or even see, a healthcare provider who doesn’t share their political beliefs — a number that’s been steadily rising since 2020. In a landscape where healthcare and political identity often intertwine, trust becomes even more fragile and fragmented.

For healthcare marketers, this evolving reality demands a radical shift. Simply presenting scientific credentials or touting years of expertise isn't enough to capture the attention or trust of a younger audience. Messaging needs to feel human first — grounded in empathy, storytelling, and lived experiences. Brands and healthcare organizations must meet young people where they already are: online, in their communities, and in peer-driven spaces. This doesn’t mean abandoning science; rather, it means wrapping that science in language, stories, and faces that feel authentic, relatable, and respectful of young people's need for personal connection.

Investing in digital engagement, partnering with trusted voices from within online communities, and fostering platforms that allow for two-way conversations rather than one-way preaching can start to rebuild the bridge between young people and professional healthcare. Marketers must also recognize that transparency, vulnerability, and even admitting the limits of knowledge when appropriate can paradoxically strengthen trust rather than weaken it.

The road ahead won't be simple. But the Edelman study is a wake-up call: if healthcare wants to win back the trust of its next generation, it must show up differently. It must listen first, speak with heart, and remember that in today’s world, expertise without empathy often falls on deaf ears.

G-Med excels in HCP marketing by blending digital innovation with data-driven insights, creating an effective platform for reaching healthcare professionals, offering various advertising solutions. By using G-Med to engage HCPs, share data reports, and explore innovative channels, marketers can deliver targeted, impactful messages that foster strong connections. G-Med’s approach ensures that each campaign is tailored, scientifically rigorous, and effective, aligning perfectly with the best practices for successful HCP marketing.   

Contact us today to learn more: Contact@g-med.com