The report shows that physicians play a decisive role in consumer health purchasing, with nearly all recalling patients buying products based on their recommendations and demand for guidance increasing. OTCs—especially vitamins, pain relief, and allergy products—are routinely recommended alongside prescriptions, while wearables are gaining traction as clinical tools, particularly for monitoring and early detection. In baby products, safety and clinical evidence are the primary drivers of recommendations. Across categories, HCPs prioritize scientific backing, clear information, and clinical relevance over marketing, and prefer engagement through research, data, and professional channels. Overall, physicians act as key demand drivers, making evidence-led, HCP-focused marketing critical for influencing consumer health decisions.

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