5 Surprising Insights About the Mexican Digital Patient

In a recent and unique study conducted by Funsalud (Fundación Mexicana para la Salud AC) and Central Media (digital advertising agency specialized in health), with the sponsorship of leading health brands, we explored the behaviors and preferences of digital patients in Mexico. This unprecedented study, which surveyed 3,042 participants from December 2023 to March 2024, provides a comprehensive view of the Mexican internet-using population. It covers various demographics, including gender, geographical zone, age, socio-economic level, and educational background, with a focus on individuals with 20 prevalent diseases, such as diabetes, asthma, and hypertension. The study was presented in April 2024 at the National Academy of Medicine. The insights gained from this study are invaluable for pharma companies, public decision-makers, and the medical community. Here are five surprising insights from the study:

1. The ‘Empowered’ Patient

One of the standout findings is the empowerment of patients through digital resources. Search engines and specialized health websites are the primary tools for health information. When broken down by socio-economic level, a clear distinction emerges: individuals from lower socio-economic levels predominantly use Google, while those from higher levels prefer specialized sites like MedlinePlus, Mayo Clinic, Vademecum, and Medicamentos PLM. Additionally, the main digital activities for health include instant messaging (using WhatsApp), watching health-related videos, and engaging on social media platforms. Notably, 80% of patients find the health information they discover online to be useful.

2. Virtual Expectations

The study reveals a significant shift toward virtual healthcare. After recommendations from friends and family, the second most popular way to find a healthcare professional is through specialized directories like Doctoralia, TopDoctors, and TocDoc. A remarkable 80% of patients are open to virtual consultations, primarily for follow-up visits (50%), results interpretation (39%), and emergencies (26%). However, there's price sensitivity: while 13% are unwilling to pay for virtual consultations, the majority are willing to spend between MX$200 to MX$500 US$10-US$27). This trend indicates a growing acceptance and expectation for virtual health services, driven by convenience and accessibility. Additionally, 6 out of 10 patients bring specific questions to healthcare professionals based on information they found on the internet. This influence of digital resources is reshaping the patient-healthcare professional relationship, making it more interactive and informed.

3. Social for Health

Social media plays a crucial role in health-related information dissemination. Platforms like YouTube, WhatsApp, and Facebook are the top choices for health issues. Patients prefer following doctors, nutritionists, health media outlets, and psychologists on these platforms. Interestingly, 52% of participants believe that most health information on social media is credible, highlighting the significant influence of social media on health perceptions. Additionally, 17% of patients participate in patient groups related to specific diseases. This percentage increases significantly for certain conditions: 39% for kidney insufficiency, 30% for cancer, and 25% for mental health problems. This trust underscores the importance of accurate and reliable health information being shared on these platforms, and highlights the growing community engagement among patients with specific health issues.

4. Health E-Commerce

Online health-related purchases are on the rise, with 7% of participants stating that most of their health category purchases are made online. However, this percentage increases dramatically when focusing on certain segments of the population. For example, 28% of women under 44 years old, from higher socio-economic levels, and living in central Mexico frequently buy health products online. Vitamins and supplements are the most commonly purchased items online, but preferences vary by condition. For instance, COPD patients mainly buy medical devices, while those with obesity tend to buy beauty and personal care products. The leading marketplaces for these purchases are Amazon, MercadoLibre, and Walmart, with pharmacies like Farmacias del Ahorro, Farmacias San Pablo, and Farmacias Guadalajara also playing a significant role. Notably, 76% of patients report that e-commerce platforms almost always require a prescription for buying prescription drugs.

5. Mexican Patients Need More HealthTech

The study highlights a demand for more health technology among Mexican patients. The most commonly owned electronic devices are thermometers, oximeters, and blood pressure monitors. However, only half of hypertensive patients own a blood pressure monitor, and similarly, only half of diabetic patients have glucometers. Patients express a desire for more technological integration in health services, with 43% wanting personal medical electronic records, 34% seeking insurance for medical expenses, and 32% interested in telemedicine.

The Digital Patient study provides invaluable insights into the habits of the Mexican population. The findings underscore the growing reliance on digital tools for health information and services, the willingness to embrace virtual consultations, the influence of social media, the rise of health e-commerce, and the demand for more health technology. These insights highlight the evolving landscape of healthcare in Mexico and the need for healthcare providers and policymakers to adapt to these digital trends to better serve society.

For more detailed information, the full public version of the study can be accessed at www.pacientedigital.mx.