Digital Health Content That Meets People Where They Are

According to 2022 statistics, as many as 65% of people search online before calling their health care provider about a medical concern — and that number has surely increased in the past four years. And now, people are also turning to AI-powered tools to answer health questions and access tools like symptom checkers, which saw a 134% increase in usage in 2024. When OpenAI launched ChatGPT Health at the beginning of January, so many users requested access to the new wellness-focused AI platform that the waitlist jumped to several weeks—or more.

The problem: People place too much trust in unvetted health information

However, people’s trust in online health tools is risky. The accuracy of digital health information varies widely. A 2024 study led by researchers at Stanford University found that, of 382 medical questions posed to ChatGPT, the chatbot gave an “inappropriate” answer in roughly 20% of cases. 

And it’s not just AI tools that can be misleading. Anyone can publish anything about health online—whether it is evidence-based—and that information doesn’t just flood channels; it systematically undermines the credibility of all patient education. That makes it exponentially harder for health care providers to cut through the noise and connect with patients seeking reliable guidance.

Improving health literacy helps improve patient outcomes 

People are accustomed to searching online for information—particularly as the internet is free, anonymous, and quick to spit out answers. So rather than trying to change people’s ingrained habits, health care providers and health educators now need to focus on improving health literacy so individuals know where to look and what to do with the vast amount of information a single Google search can yield.

Health literacy is more than a person’s ability to read. Rather, it’s the capacity to:

• Find reliable health information
• Understand the information being presented
• Communicate with health care providers
• Navigate the health care system, and
• Make informed decisions that improve health outcomes and reduce disease risk.

 Nearly nine out of 10 adults in the U.S. struggle with health literacy, particularly those in marginalized populations and those who are Medicaid members. Lower health literacy can have a measurable negative impact on people’s health. 

It’s associated with:

• Increased hospitalizations and emergency room visits
• More medication errors
• Difficulty managing chronic diseases
• Lower use of preventive services

On average, 25% of patients aren’t meeting preventive-care and disease-management goals, including taking medication, keeping appointments, participating in regular screenings, or following dietary and exercise recommendations. And, in communities with lower health literacy, nearly 50% of people engaged in active chronic disease management fail to follow treatment plans. 

Conversely, higher health literacy supports better health decision-making, which is associated with improved health outcomes. In general, patients with higher health literacy are 14% more likely to stay on their medications. Targeted health-literacy interventions can improve medication adherence by 16%.

Clear, accurate health information helps boost health literacy

Improving health literacy should be the number one goal of every patient-facing health care professional. Having conversations with patients about where they get their health information is critically important. However, it’s equally important to meet people where they are with accurate, up-to-date digital health information that’s clear, comprehensive, and easy to understand. If we can’t change where people get health information, it’s important to optimize the information that’s available in the places people are already looking.

Health education that is relevant, timely, and accessible across multiple digital platforms is key. A friendly, conversational tone, backed by clearly sourced, clinically accurate information, can bolster consumer and patient trust and help promote beneficial lifestyle and behavior changes. Harvard Health Publishing (HHP), the consumer- and patient-facing publishing division of Harvard Medical School, is one example, providing a wealth of content aimed at improving health literacy on its website, health.harvard.edu, and through other print and digital communications. 

Dr. David H. Roberts, dean for External Education at Harvard Medical School, says: “By creating credible, evidence-based, and accessible health information, Harvard Health Publishing supports Harvard Medical School’s mission to improve lives and enable better health. We bring the expertise of Harvard Medical School faculty to patients and caregivers around the world in a meaningful and intentional way.”

In addition to the articles, videos, reports, and other assets available on its website, HHP also licenses content to a variety of clients in the health and wellness space, from pharmaceutical companies to health care providers and health insurance plan providers, and including digital health programs, corporate wellness programs, health publishers, and AI and SAAS health platforms.

“Increasingly, our content powers the search tools and resources that patients and family members use every day,” notes Dean Roberts. “That impact is what we strive for and look to our licensors to utilize in their tools and products.”

HHP publishes health education materials, informed and reviewed by Harvard Medical School faculty, aimed at helping people improve everyday habits to achieve better health and well-being. In concert with face-to-face conversations between health care providers and their patients, this type of clear, thoughtful, and evidence-based content can help people live their healthiest lives.

For more information about creating health content that connects with people, download this free whitepaper from Harvard Health Publishing: Content that Connects: Building Patient Trust Through Credible Health Information.