Phar­ma mar­keters, take note: Rur­al pa­tients have tech­nol­o­gy, but lag in trust and health con­fi­dence, study says

Rur­al pa­tients have more chron­ic health con­di­tions than ur­ban­ites, but al­so are more like­ly to skip doc­tors’ vis­its — and less like­ly to use dig­i­tal tools such as tele­health to make up for it, ac­cord­ing to new re­search.

How­ev­er, rur­al pa­tients aren’t skip­ping out be­cause they’re Lud­dites. Al­most all of them (93%) have ac­cess to smart­phones and da­ta plans, sim­i­lar to the 94% of ur­ban pa­tients who do, ac­cord­ing to the study from Phree­sia Life Sci­ences. And both rur­al and ur­ban pa­tients use the in­ter­net about the same for oth­er in­ter­net ac­tiv­i­ties such as check­ing email, scrolling so­cial me­dia, play­ing on­line games and do­ing school­work.

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