The creators of the NHS mobile app Babylon GP at Hand have launched a campaign that shows how effective self-diagnosis can be. The campaign, which is on social and OOH, is tapping into people's need to take control of their health, by overcoming pain points that stop them visiting a GP.

Although 72% of US internet users search for health info online, just 12% can adequately evaluate what they find. Canvas8 spoke with Amy Armstrong-Heimsoth and Melissa Johnson, co-authors of research about a health literacy programme, to learn how people can improve their Googling.

Traditional healthcare is racked with problems, whether that’s the high price of insurance preventing Americans from going to hospitals, or lengthy waiting times for appointments leading Britons to self-diagnose online. Combined with a lack of trust in Big Pharma, people are attempting to look after their own wellbeing, gaining advice from a variety of sources.

A study has found that many Australians are going online to self-diagnose medical issues, before seeking help from their doctors. The study states that some patients believe that online self-diagnosis helps them forge better communicative relationships with those treating them.