The Self-Care Conundrum: How Patients Are Missing Out On Vital Health Education Online

The Power of Education

Health information is one of the most powerful tools we have to improve lives. High-quality, accessible, and trusted information enables individuals to better understand their health, make informed decisions, and advocate for their care. Yet, despite its importance, many people face barriers to finding reliable information. Having worked on numerous patient education campaigns, I’ve seen first-hand how impactful the right approach can be in closing these gaps.

The Reality of Health Literacy

Health literacy is defined by the World Health Organization (WHO) as the cognitive and social skills that determine the motivation and ability of individuals to access, understand, and use information in ways that promote and maintain good health. Shockingly, nearly half of adults globally struggle with low levels of health literacy, which can significantly affect their ability to manage chronic illnesses or engage with preventative healthcare measures.

Closer to home, a 2024 Ipsos Mori survey titled Knowledge is Power revealed that 50% of UK adults find it difficult to identify trustworthy health information, while 1 in 10 have been directly impacted by misinformation—a figure that doubles for ethnic minorities. Meanwhile, 49% of people rely on Google or other search engines as their primary source for health information. These statistics highlight a glaring issue: the demand for high-quality, reliable health resources far outweighs the supply.

Why Trusted Information Matters

The implications of poor health literacy extend beyond individual outcomes. According to the Patient Information Forum (PIF), the consequences can include increased pressure on healthcare systems, unnecessary appointments, and poorer public health outcomes. Moreover, misinformation can lead to distrust in medical advice and even harmful behaviours. PIF also stresses the need for accessible health information to be a cornerstone of any inclusive healthcare strategy, particularly for vulnerable populations.

Dr John Conibear, consultant clinical oncologist, succinctly captured the importance of this issue: “What mustn’t be forgotten is the dissemination of information to patients, arming them with the knowledge of what’s available, and what’s potentially suitable for them so they can also be an advocate for their own care.”

It’s important to recognise, however, that while online resources can empower patients, they should complement—not replace—professional medical advice. The NHS cautions against self-diagnosing conditions online, highlighting the risk of misinterpretation or unnecessary anxiety. Instead, trusted online resources should focus on providing support for individuals with pre-diagnosed conditions, helping them better understand their diagnosis, manage symptoms, and explore treatment options. This balance is key to fostering a culture of informed advocacy without encouraging misinformation or self-diagnosis.

My Experience with Patient Education Campaigns

In my career, I’ve had the privilege of running numerous campaigns that aimed to address gaps in patient knowledge and access to trustworthy information. These campaigns have ranged from digital outreach initiatives to comprehensive multi-channel strategies that engage patients where they are most likely to seek information—online.

For example, one campaign focused on creating targeted, optimised content for a specific patient group. By understanding their search behaviours and pain points, we were able to ensure the content reached those who needed it most. This led to a significant increase in both engagement and confidence among the target audience, ultimately improving health outcomes.

Another initiative involved working closely with healthcare providers to develop easy-to-understand resources for patients with chronic conditions. By tailoring content to the audience’s level of health literacy and making it widely accessible, we achieved measurable improvements in both patient satisfaction and compliance with treatment plans.

A Call to Action for Healthcare Companies

There is a growing appetite for patients to become more involved in their own care, but this must be met with high-quality, accessible health information. As highlighted by the WHO, improving health literacy is not just an individual responsibility but a societal one. Healthcare organisations have a unique opportunity to lead the way by developing and disseminating trusted educational materials.

Optimising content for search engines is critical. When nearly half of adults are using Google as their primary source for health advice, we need to ensure that the content they find is reliable, relevant, and accessible. This involves creating content that not only educates but also resonates with diverse audiences, addressing different levels of health literacy and cultural contexts.

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