Consumer Trends in the Health and Wellness Industry

There have been a lot of changes in the healthcare and wellness industry in recent years. From the COVID-19 pandemic to the shortage of healthcare professionals to the rise of health misinformation online, healthcare and wellness brands continue to face many challenges.   

Read on to discover the latest consumer trends in healthcare and wellness and how brands can leverage these insights.   

In this report, we cover the following: 

• The state of online conversations about health  
• The struggle with distractions and social media addiction  
• Trouble sleeping 
• Conversations about reducing stress 
• The longevity trend 
• Run clubs helping people connect and fight loneliness 
• Growing awareness of women’s health 
• Self-diagnosis 
• How people feel about AI in healthcare 
• Top 10 medical influencers on Instagram 

The state of online conversations about health  

Health is a big topic online. Nearly 42 million unique authors talked about health, resulting in over 195 million mentions from August 1, 2023 to July 31, 2024. They turn to social media, blogs, forums, or review sites to seek advice or share their experiences and recommendations on anything health-related, from improving their health to finding the right doctor or treatment. 

The social media performance of health brands  

How do health brands perform on social media? With Benchmark, we’ve analyzed the social media performance of the largest brands in the healthcare and pharma industry to define helpful benchmarks. 

Here are some interesting benchmarks for the healthcare and pharma industry: 

• On average, health and pharma brands post 32 times per month on Facebook and 11 times per month on YouTube.
• On average, health and pharma brands on X receive 4,743 likes. 
• The post engagement rate on Instagram for health and pharma brands is 7.83%.   

These social media benchmarks can help brands understand how they are performing on social media compared to others in their industry and use these insights to optimize their social media strategy. 

Check out more helpful social media benchmarks for the health and pharma industry here. 

The top subreddits for online health conversations  

Consumers like to turn to Reddit for advice or recommendations from real people, and health topics are no exception.  

The number of unique authors discussing health-related topics on Reddit increased 18% from August 1, 2023 to July 31, 2024 compared to the previous 12 months.    

Here are the most popular subreddits for online health conversations: 

From more general subreddits like r/relationship_advice and r/Advice to more specific subreddits like r/OCD and r/adhdwomen, consumers look to their communities for tips and advice. Not surprisingly, the most popular subreddit is r/AskDocs, where consumers aim to get their questions answered by medical professionals. Nearly 82k questions were asked in the subreddit from August 1, 2023 to July 31, 2024.   

Here are some of the most discussed topics in the top health subreddits: 

• Challenges and experiences with health conditions 
• Sharing coping mechanisms and experiences with medical treatments  
• How mental health issues affect daily life 

Healthcare brands that analyze these online conversations can identify the most common pain points consumers have when seeking help from healthcare providers. These insights provide unsolicited and valuable feedback that brands can use to improve their services and communication strategy. 

Consumers struggle with distractions and social media addiction 

Social media allows users to connect with people but, as with all things, it's all about moderation. Consumers are increasingly trying to find ways to limit the time they spend on social media, and (perhaps ironically) they’re talking about it more and seeking advice online. 

The number of unique authors discussing social media addiction online increased by 12% from August 1, 2023 to July 31, 2024 compared to the previous 12 months. The conversations are overwhelmingly negative, with 89% of sentiment-categorized mentions being negative. Consumers say they are addicted to social media and their phones, that they are easily distracted, that it increases their anxiety, or that they are annoyed when others are glued to their phones. 

Gen Z talk more negative about the topic than other generations. And there’s no wonder – with an average of three hours a day on social media, Gen Z is the generation that spends the most time on social media. 

Conversations about doomscrolling are on the rise again 

Doomscrolling is the habit of endlessly scrolling through social media or news feeds on your phone, often consuming news that is mostly negative. While doomscrolling peaked in online conversations during the COVID-19 pandemic, mentions are on the rise again. Online conversations about doomscrolling increased 58% from August 1, 2023 to July 31, 2024 compared to the previous 12 months. And, according to Google Trends, search interest in doomscrolling reached a five-year high at the end of February 2024. 

Like online conversations about social media addiction, discussions about doomscrolling are very negative. The number of authors who say they waste hours on doomscrolling has increased by over 70%, and the number of authors who use the word "stop" in doomscrolling conversations has increased by over 200%. There seems to be a growing need to limit doomscrolling and move towards healthier use of social media.  

Brands that raise awareness and offer tips for healthier social media use can reach and engage with younger generations.  

This could even take the form of a lighthearted post reminding them to stop doomscrolling, as Global Citizen did for Mental Health Awareness Month by partnering with K-pop band Stray Kids: 

Unplugging from social media: The “dumb phone” trend 

There's one thing more and more consumers are doing to combat their social media addiction and doomscrolling: dumb phones. 

Dumb phones are phones from earlier generations that lack the features of today's smartphones. Without touch screens and social media apps, they make it easier for consumers to go through with their social media detox. 

According to Google Trends, search interest for "dumb phone" spiked in mid-June 2024. This is also reflected in online conversations, with mentions from August 1, 2023 to July 31, 2024 25% higher than the previous 12 months. 

The sentiment in online conversations is mostly negative, but positive mentions are on the rise. In positive conversations, consumers say that using dumb phones helps them consume social media in moderation and that they have more time to do other things.   

Online conversations about dumb phones from Gen Z grew more than conversations from other generations. Mentions from Gen Z increased nearly 30% from August 1, 2023 to July 31, 2024 compared to the previous 12 months. 

Health brands that are aware of consumers' struggles can provide valuable tips and guidance on how to limit and moderate social media use to improve overall well-being. There are a variety of ways to do this without going back to dumb phones, from raising awareness of the problem with owned content to partnering with influencers to share tips.   

The Unplug Collaborative, for example, partnered with actress Daniella Monet to raise awareness about unplugging from the internet: 

Trouble sleeping 

On average, people spend a third of their lives sleeping and seven years trying to fall asleep. Sleep is a big deal, but in our fast-paced world of endless to-do lists and distracting screens, it's not always easy to get a good night's sleep. 

TikTok videos with the hashtag #sleep have been viewed 3.3 million times at the time of writing, and there have been nearly 73 million online mentions across the internet from August 1, 2023 to July 31, 2024. 

Meanwhile, the number of unique authors talking about insomnia online has increased by 4%, resulting in 6% more mentions from August 1, 2023 to July 31, 2024 compared to the previous 12 months. And, according to Google Trends, search interest in insomnia reached a five-year high in mid-March 2024. 

Online conversations about sleep in general are overwhelmingly negative, with 80% of sentiment-categorized mentions being negative. From lying awake late at night, to waking up and not being able to go back to sleep, to going to bed too late, it seems like people are tired. 

What causes a bad night's sleep? According to online conversations, these are the most discussed factors: 

• Stress/anxiety 
• Illness 
• Depression 
• Noise 
• Parenthood 

Generations talk differently about poor sleep and its causes. For example, millennials and Gen Z talk more about getting poor sleep due to parenthood than older generations. Baby boomers and Gen Xers are more likely to talk about losing sleep due to illness, and Gen Z are more likely to cite stress and anxiety as a factor for insomnia.   

Consumers are not only talking online about why they can't sleep, but also what they're doing to sleep better. 

Watching TV before bed, taking melatonin, and mediation are the three most popular actions discussed in sleep conversations. Baby boomers are more likely than other generations to talk about watching TV before bed. Meanwhile, Gen Z are more likely to talk about taking melatonin. 

Taking magnesium before bed is the topic that has grown the most from August 1, 2023 to July 31, 2024 compared to the previous 12 months, with mentions up 44%. According to Google Trends, search interest in magnesium has also increased over the past few years, reaching a five-year high at the end of January 2024.   

Taking supplements and vitamins isn't a new trend in sleep conversations, but after the melatonin trend, magnesium is the new rising star. Consumers are going to great lengths to get a good night's sleep. Meanwhile, more consumers are interested in retreats or hotels that offer amenities to get a much-needed rest and the sleep tourism market is expected to grow by 8% between 2023 and 2028.   

Getting enough and good quality sleep continues to be a challenge for consumers in 2024. They are looking for ways to get a better sleep routine and quality rest. Healthcare brands can provide valuable tips and guidance on their social media channels on how consumers can improve their sleep with simple improvements. For example, Calm partnered with podcaster and author Jay Shetty to share some simple tips to improve sleep quality. 

Conversations about reducing stress 

As we've seen above, stress is the number one cited factor that negatively impacts sleep. Not only is stress known to have a negative impact on sleep and overall physical health, but it also takes its toll on mental health. 

Online conversations about stress are overwhelmingly negative, with a whopping 85% of sentiment-categorized mentions being negative. People online say they are too stressed, what is stressing them out, the negative effects it is having on them, and what they are trying to do to reduce stress. 

According to online conversations, these are the most mentioned factors that lead to stress: 

• Life events  
• Work 
• Mental health issues  
• People   

Cortisol is the hormone responsible for how stressed we are, and people are increasingly interested in how cortisol affects stress levels. According to Google Trends, search interest for "cortisol" reached a 5-year high at the end of April 2024. Online conversations about cortisol have also increased. Mentions are up 16% from August 1, 2023 to July 31, 2024 compared to the previous 12 months. 

In online conversations, consumers discuss what causes cortisol levels to rise, how to monitor them, and what they can do to reduce stress. Getting better sleep and losing weight are some of the most talked about reasons why they want to work on their stress levels.    

What do consumers say they do about stress? The most discussed actions are seeking therapy, listening to music and podcasts, and going on vacation. 

Going on vacation is not only one of the most talked about stress relievers but also the topic that has increased the most, with 19% more mentions from August 1, 2023 to July 31, 2024 compared to the previous 12 months. Other actions that have also seen an increase in mentions include spending time with family and friends, changing jobs or reducing working hours, reading, and going to therapy. 

Consumers want to know what their cortisol levels are and what they can do to bring them down to healthy levels. In this busy world, health and pharma brands can provide valuable tips on how to reduce stress and keep cortisol levels low.    

Nutrition School, for example, shared fun and relatable memes in this Instagram post to remind their followers to slow down. 

The longevity trend  

There is a new trend on the horizon: longevity. People are looking for ways to prolong their lives and change their habits to stay as active as possible. The number of unique authors talking about longevity online increased 12% from August 1, 2023 to July 31, 2024 compared to the previous 12 months, resulting in an 11% increase in overall mentions. 

Health and quality of life are the main topics in longevity conversations. Consumers are looking for ways to improve their health to stay mobile and fit for as long as possible. While anti-aging is more about looking youthful, longevity is more about staying physically and mentally fit.   

What are people doing to increase longevity? The most mentioned actions in online conversations are exercise, diet, sleep, walking, and taking supplements. Mentions of walking increased the most, with a 22% increase from August 1, 2023 to July 31, 2024 compared to the previous 12 months. It’s also the topic that has the highest percentage of mentions expressing joy. 

onsumers are actively seeking ways to stay fit and healthy throughout their lives. Healthcare brands that are aware of this growing interest can incorporate these insights into their social media content strategy. For example, GoodRx collaborated with Dr. Tim Tiutan on Instagram to raise awareness about living a healthier life. 

Run clubs helping people connect and fight loneliness 

More people are talking about loneliness online. The number of unique authors discussing loneliness increased by 4% from August 1, 2023 to July 31, 2024 compared to the previous 12 months. Prolonged loneliness can have a negative impact on physical and mental health, so it's not surprising that the topic is mostly discussed negatively.    

There's one way people are fighting loneliness that's been getting a lot of traction lately: run clubs. According to Google Trends, search interest in run clubs reached a five-year high in early June 2024, and the number of online mentions rose 85% August 1, 2023 to July 31, 2024 compared to the previous 12 months. 

Run clubs are groups of people who meet to run together, but the running part is not the main driver of online conversations. “People,” “friends,” and “community” are some of the most mentioned words. People who join a run club seem to want to spend time with friends or are eager to make new connections.   

With 52% of sentiment-categorized mentions being positive, online mentions are slightly more positive than negative. In positive conversations, consumers say they are making new friends, and their experience is fun and happy. In negative conversations, consumers are disappointed that they are not making the connections they had hoped to make or that they are not physically fit enough to keep up.    

People are hungry for honest and truthful connections and to be part of a community. Brands can tap into this trend by creating their own communities and providing opportunities for people to connect, whether online or offline. For example, healthcare brands could host their own run club events or sponsor existing ones to encourage people to connect and exercise. 

Growing awareness of women's health 

Online conversations about women's health are growing. The number of unique authors talking about women's health increased by 6% from August 1, 2023 to July 31, 2024 compared to the previous 12 months.  

 In online conversations, people talk about their experiences with health issues and doctors, share recommendations or tips, or discuss specific women's health conditions such as endometriosis. In fact, the number of unique authors talking about endometriosis increased by 23% during the period analyzed compared to the previous 12 months. 

While more people are talking about women's health, the sentiment of these online conversations is very negative, with 87% of sentiment-categorized mentions being negative. The main driver of negative conversations is the decline of women's reproductive rights in the US. Negative experiences with doctors and hospitals, the lack of research on women's health, or how long it can take for women to get a correct diagnosis are also key topics. 

In positive conversations, women share their positive experiences with treatments and medical staff. “Support” and “community” are the most common topics in positive conversations. They praise the support they have received from family and friends, or how they found a supportive community online. Millennials and Gen Z talk more positively about women's health than older generations. 

Online conversations about women's health are growing, and healthcare brands that recognize this trend can provide valuable social media content beyond the annual International Women's Day posts. With generational insights from consumer intelligence platforms like Brandwatch Consumer Research, brands can analyze the concerns and issues women have at different stages of their lives. For example, Midi Health shared a video on Instagram that provided information about perimenopause for millennials.   

Self-diagnosis 

The internet provides us with endless information on all sorts of topics, including health. Most of us have probably done it: Having a health problem and searching online for more information. However, some consumers are taking it a step further and diagnosing and treating themselves without seeking professional help.   

Online conversations about self-diagnosis and self-treatment have increased over the past five years. Mentions of using AI tools such as ChatGPT for self-diagnosis and self-treatment have increased, with a 50% increase in mentions from August 1, 2023 to July 31, 2024 compared to the previous 12 months. 

The sentiment behind the conversations is far from positive. Nearly 90% of sentiment-categorized mentions are negative. Consumers complain about receiving misleading information online or through AI tools. Others criticize the growing trend of people self-diagnosing mental health issues and types of neurodiversity.    

Social media platforms are increasingly being used to search for information, with 74% of Gen Z using TikTok as their primary search source. This can leave consumers vulnerable to misinformation or content that oversimplifies symptoms and diagnosis. 

Social media can be a great starting point to learn more about a topic or find relatable content from someone with the same issue. Healthcare brands can use their social media channels to provide valuable, accurate information about health issues and what consumers should do next, including when it's time to seek professional help. This could also be an opportunity to educate their followers about misleading content and how to spot false claims.  

Healthline magazine, for example, became aware of the rise of misinformation about sunscreen use and provided a thorough Instagram post debunking these false statements: 

How people feel about AI in healthcare  

AI is a hot topic in all kinds of industries, and one industry which AI could have great potential to revolutionize is healthcare. AI technology has the potential to improve diagnostics and processes and to drive innovation.   

Online conversations about AI and health have increased by 25%, and the number of unique authors talking about it has grown by more than 40% from August 1, 2023 to July 31, 2024 compared to the previous 12 months. 

While conversations are more negative than positive, with 61% of sentiment-categorized mentions being negative, positive mentions have increased at a higher rate than negative ones. In positive conversations, consumers are discussing the potential of AI and how it can help improve the lives of people with disabilities. For example, a post on X received a lot of engagement about how AI might help paralyzed people to walk again.   

In negative conversations, consumers worry that AI could lead to medical staff being replaced by technology or receiving unreliable information to the point of misinformation.  

There’s also concern that AI technology could make discrimination against minorities in the healthcare industry worse. Healthcare brands working with AI technology need to ensure that damaging biases are removed. Done right, consumers can see the potential for AI to improve many areas of the healthcare industry and applaud it. 

Top 10 medical influencers on Instagram 

Social media can be a great place to bring awareness to your field and profession. Medical professionals use platforms like Instagram to educate their followers or give a glimpse into their daily life as a doctor, nurse, or therapist. Working with influencers offers healthcare brands the opportunity to reach a new audience. 

With Brandwatch Influence, we searched for the top influencers on Instagram in the medical field. We looked for accounts with at least 100k followers, operating in English, based in the US or UK, and with mentions of medical terms like “doctor,” “nurse,” or “therapist” in their account name or bio description.   

Here are the top 10 medical influencers on Instagram, ranked by average engagements:  

The top 10 is a diverse list of doctors, nurses, and therapists who work in hospitals, own their own practices, or have moved into the entertainment industry after working in healthcare (like comedian Steven Ho or real-life scrub nurse BokHee An, who plays a scrub nurse on the show Greys Anatomy). Let's take a look at some of the top healthcare influencers and what makes them special.

At number one is Tony Adkins, a physician assistant for pediatric neurosurgery at Children's Hospital of Orange Country. He became known to a wider audience when he went viral as the "dancing doctor," dancing with his patients. Children's hospitals are a tough place for everyone involved, and Tony brings some joy to his young patients, families, and followers. It's no wonder his Instagram account is popular, with his videos averaging 1.47 million views.   

The entry in second place also works with children. Alex Kim is a pediatric and neonatal nurse. On his account, he shares the reality of his work life with his followers, sharing honest realities but always with a good dose of humor. He's not afraid to say that he's underpaid for his job, but he also shares why he loves his job. And this honesty is a success, as his reels are played an average of 1.43 million times. 

In third place is Sam Ellis, a dermatologist from California. On her account, she shares her expertise on all things skin related. From how to spot skin cancer, to how to treat cuts, to the importance of wearing sunscreen, her account is full of helpful advice. Her videos average 2 million views, and this video of her talking about photos and self-image has been viewed over 21 million times: 

Influencers can be valuable partners for brands to reach new audiences. With influencer marketing tools like Brandwatch Influence, brands can find influencers that align with their brand values and manage their influencer relationships in one place.