Caregivers’ AI use creates a distinct health information audience for marketers

Caregivers have emerged as a distinct, highly active, and trusting audience for AI-driven health information—with 21% using AI daily or several times a week compared to just 12% of patients, primarily to research symptoms (48%) and side effects (46%). CMI Media Group plays a central role in highlighting this shift: data from CMI Media Vitals research presented at CMI Media Group and Compas’ Agility 2026 event reveals that 57% of caregivers trust AI-provided health information (versus 41% of patients). CMI Media Group CEO Susan Dorfman notes that caregivers are frequently overlooked in patient-centric pharma marketing, urging marketers to tailor clear, medically useful content around caregiver questions so that AI tools can easily find and surface it.

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