New AXA Health research shows nearly half of Brits have self-diagnosed at least once in the last year

New AXA Health research shows nearly half of Brits have self-diagnosed at least once in the last year

Nearly half (48%) of those surveyed have self-diagnosed using health information online at least once in the last year, with nearly a fifth (18%) of 16-24-year-olds having self-diagnosed at least four times in the last 12 months. 30% of respondents, particularly younger individuals, turn to social media platforms like TikTok and Instagram, raising concerns about the accuracy of the information they encounter, due to the amount of user generated content on these platforms. Over three quarters (78%) of the UK public believe there should be more regulation of health information available online.

The AXA Health report highlights the top two factors driving individuals to self-diagnose, which include difficulties in securing an NHS appointment in a timely manner (36%) and concerns about long waiting lists (22%).

People are most commonly self-diagnosing minor ailments such as hay fever, sunburn and common colds (42%), but nearly a third (32%) have self-diagnosed a mental health condition, including depression, anxiety, Obsessive Compulsive Disorder (OCD) and eating disorders. The rates of mental-health self-diagnosis are most acute among young people. 52% of those aged 16-24 who have self-diagnosed did so for a mental health condition.

The report provides a comprehensive analysis of how digital tools and online health resources are reshaping the way patients access healthcare information and manage their health. It highlights how patients are increasingly using health information online as a first step in their healthcare journey - a trend that is likely to continue in the years to come.

However, the research also shows that a strong majority of people believe that more regulation is required to guard against misinformation and reassure patients that health information online is accurate. Nearly half (49%) of people would support verified accounts for medical professionals on social media and a further 44% want stricter guidelines on health content.

Other key findings from the report include:

• Those aged 35-44 reported the highest rate of self-diagnosis at 54%.
• Alongside concerns over NHS wait lists, health anxiety is a significant driver of self-diagnosis, with 21% of respondents self-diagnosing due to anxiety about their health.
• The NHS website remains the most trusted source for online health information, with 55% of respondents using it for self-diagnosis.
• 44% of men and 34% of women take 3-4 days off work due to health concerns they self-diagnosed. Additionally, the average Brit spends 54 days a year - almost 2 months of the year - feeling anxious about health information found online.
• 78% of respondents believe there should be more regulation around online health information. Nearly half (49%) support verified accounts for medical professionals on social media, and 36% advocate for a health kite-mark certification to ensure the credibility of online health content.

Heather Smith, CEO of AXA Health, commented: "As digital tools in healthcare become increasingly integral - and for the most part, helpful - it's crucial to ensure that the information people rely on is accurate and safe. Our report highlights the need for stronger regulation and safeguarding measures to protect the public from the risks of health misinformation, especially when it comes to self-diagnosis. The future of healthcare is evolving, and digital options are becoming an important part of this, but there needs to be a strategy in place to ensure we get the best out of digital tools and protect the public.

Recommendations:
The report calls for key actions to enhance the safety and accuracy of online health information:

1. Introduce verified accounts for medical professionals on social media.
2. Implement stricter guidelines on health content online.
3. Develop a health kite-mark certification to validate the accuracy of online health information.
4. Establish systems to 'red flag' misleading health content and educate users on how to identify unreliable sources.

AXA Health Self Diagnosis Report

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