Sermo, an online community for verified health care professionals, recently found in a survey of 374 physicians that doctors now play a central role in influencing supplement usage.

According to the findings, nearly all HCPs (92%) recommend vitamins or supplements to patients, while 90% say patients frequently seek their guidance on products, “turning what was once a peripheral topic into a regular part of clinical dialogue.”

More than half of respondents (54%) reported a noticeable rise in supplement-related questions over the past two years.

Patients are also acting on the guidance they receive; 94% of HCPs said that patients purchased a vitamin/supplement because of their recommendation, and 90% said most or nearly all patients follow their guidance. “Even when online information conflicts with medical guidance, 83% of patients still trust their physician, reinforcing the strength of this relationship. In a crowded landscape, physician recommendations continue to outweight social media, peer reviews, and traditional brand marketing,” Sermo reported.

How Do Doctors Make Recommendations?

According to the respondents, physicians are most likely to become confident in recommending a supplement to a patient based on peer-reviewed clinical studies (87%); safety profiles and evidence-based efficacy (52%); ingredient transparency (45%); and personal experience with product efficacy (36%).

On the other hand, doctors are most likely to hesitate recommending a product if it: lacks scientific backing (82%); has unclear ingredient labeling (62%); overstated marketing claims (53%); or concerns about the brand’s credibility (51%).

Despite the strength of data, physicians expect it to be presented to them in a clinical and credible manner, Sermo noted.

Physicians most likely prefer to learn about vitamins and supplements through: journal articles (65%); peer discussion forums (48%); online healthcare practitioner communities (47%); and webinars (43%).

“These settings all share a common thread,” Sermo reported. “They prioritize education, transparency, and clinical context, which are factors that strengthen physician confidence. Traditional marketing tactics rarely achieve the same impact because they do not offer the depth or credibility physicians need to feel informed.”