The trend: Digital media channels are becoming a primary source of medical information and guidance for consumers, according to EMARKETER’s December 2024 US Digital Health Survey.

Editor’s note: This article pulls in information from our recently published report, The 2025 Healthcare Consumer, which can be read here.

Unpacking the trend: We detail findings from our survey revealing how consumers become aware of healthcare products and services online and how information on digital channels drives patient decision-making.