Despite the vast technological advances driving the evolution of healthcare around the world, healthcare communications remains a very traditional field. The message to PR pros operating in the industry is clear: Most patients prefer old-school human interactions—and tech tools will not necessarily win the day.

We have no doubt that, at some point in the relatively near future, medical research conducted via smartphone will be so easy and common that everyone from your little brother to your grandmother will wonder why they didn’t start doing it sooner. But the Americans who spend the most money on healthcare aren’t quite ready to make that leap just yet.

Here are some of the survey’s key findings: continued…

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