Parents Turn to ‘Dr TikTok’ and AI as Cost Pressures Reshape Healthcare Choices

SYDNEY – Australian parents are increasingly bypassing traditional healthcare pathways in favour of social media and artificial intelligence tools, as rising costs and time constraints reshape how families access health advice.

New research from Bupa⁠ reveals a growing reliance on platforms such as TikTok and Instagram, alongside AI-driven tools, with many users not only consuming but acting on online health content.

The 2026 Bupa Pulse Check found parents are more likely than non-parents to trust and spend money based on digital health advice, raising concerns about misinformation and the absence of clinical oversight.

According to the survey, three in 10 Australians have purchased a health product influenced by online content, while nearly 40% believe bite-sized health information helps them make better choices. More than a third reported changing a health habit due to social media.

The study, conducted by Quantum Market Research, also shows digital platforms are now competing with traditional care channels. Social media is being used almost as frequently as general practitioners and psychologists for mental health support.
Despite this shift, face-to-face care remains significant, with 34% turning to family and friends, 29% to GPs, and 13% to psychologists or psychiatrists. Meanwhile, 18% reported using social media for mental health support, 10% AI tools, and 9% mental health apps.

Nic Woods, Chief Health Officer at Bupa, said digital health is now embedded in everyday life but should complement, not replace, professional care.

“Australians aren’t swapping doctors for social media, they’re using digital platforms as a first step,” Woods said, warning that the health sector must guard against misinformation.

The report highlights cost-of-living pressures as a major driver behind the shift. One in three Australians said affordability is affecting their ability to maintain healthy habits, including access to fresh food, preventive care and family activities.

Broader findings point to mounting strain on wellbeing. Seventy percent of employed Australians reported experiencing burnout, while 42% said managing their health has become more difficult — the first increase in three years.

At the same time, there are signs of resilience. Fifty-seven percent rated their mental health as good or excellent, and one in three said their quality of life has improved over the past year — the highest level in four years.

Interest in future-focused healthcare is also rising, with 63% open to predictive medicine, nearly double the figure recorded in 2022.
Richard Frost, Managing Director of Quantum Market Research, said Australians are rethinking how they approach health.
“People want to get ahead of illness, not just react to it,” Frost said, noting that nearly three-quarters are concerned about developing chronic conditions, with cancer, back pain and heart disease topping the list.

Telehealth continues to gain traction, with 60% of Australians using it in the past year, while more than half support better data sharing between doctors and allied health professionals.

However, attitudes toward AI in healthcare remain mixed. While one in three support its use in diagnosis, concerns persist about its broader impact, particularly on mental wellbeing.

Experts say the challenge now is ensuring that as digital health tools become more influential, they deliver safe, accurate and evidence-based guidance — especially for time-poor and financially stretched families.