When it comes to treatment decisions, specialists of both groups are most likely to present treatment options to their patients and make a joint decision (Younger 42% vs. Older 48%). However, one-third (29%) of Younger specialists say they let patients make the final decision – significantly more than Older specialists (8%).
Half of Younger specialists (52%) believe that patients have misconceptions about their condition due to non-HCP sources such as the Internet, friends and family, compared to two-fifths (40%) of Older specialists. Although they are more likely to see patients coming in with misinformation, Younger specialists also are significantly more likely to say it’s a good thing for patients to have access to this information (Younger 25% vs. Older 8%). Younger specialists are also twice as supportive of direct-to-consumer advertising campaigns (Younger 23% vs. Older 12%).
It appears that pharmaceutical companies will need to consider these generational differences and understand how to support patients in a way that helps and satisfies Younger specialists achieve their goals of patient empowerment.