CMI Media Group has released the latest edition of its annual syndicated research, “Media Vitals: What Patients Want and Need from Pharma 2024/2025”, providing insights into patients’ and caregivers’ evolving needs and preferences within the US pharmaceutical media landscape.
Based on responses from 4,500 consumers surveyed between March and April 2024, this report covers 58 distinct medical conditions.
We dive into the key findings and trends below:
The report highlights a troubling trend of increasing health issues among younger generations. Diagnostic data shows that while older generations benefit from longer lifespans due to medical advancements, younger adults, including Gen Z and Millennials, are experiencing more health conditions at an earlier age.
Across all generations, mental health has emerged as a critical concern. Stigmatized in the past, mental health issues are now a prominent part of healthcare discussions. The report found that 28% of patients across all age groups report daily impacts from anxiety.
The data reveals that 54% of Millennials and 58% of Gen X patients report significant daily impacts from their health conditions. These generations are also more likely to be primary caregivers, with 55% of Millennials and 35% of Gen X providing significant care for someone with a medical condition. This dual role of patient and caregiver adds to their healthcare burden and necessitates targeted support from pharma marketers.
The report underscores the importance of understanding generational differences in media consumption. Millennials lead in the use of diverse channels such as podcasts, streaming radio, and social media for health information, with Gen Z following closely. In contrast, older generations, including Boomers and the Silent Generation, still rely heavily on traditional channels like television and web-based advertising.
There is a notable generational divide in the adoption of technology for healthcare purposes. 99% of Gen Z and Millennials own smartphones and frequently use them for health information. Furthermore, 40% of Gen Z and 43% of Millennials have used AI for health-related inquiries, significantly higher than the overall 25% of consumers.
Implications for Pharma Media
The findings from this report present both challenges and opportunities for pharmaceutical media professionals. The increasing prevalence of health conditions among younger generations, combined with their proactive approach to health management and media consumption preferences, offers a bittersweet opportunity for brands to engage and support this generation in a compassionate way.
Plus, the diverse needs across generations, before cutting in any other demographic or societal audience data, show the necessity to leverage data that can build nuanced personalized and impactful campaigns that resonate with different generational audiences.
For those working within the US pharma media industry, the full “Media Vitals: What Patients Want and Need from Pharma 2024/2025“ report can be found here.