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title: Klick Wire
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ChatGPT for Pharma? ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­    ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­  

                                                           

|    Sign Up Today   View in Browser  Issue 718 June 8   88% Patients Trust HCP ASCO Social Numbers +94% Pharma TV Spend $10k OpenAI Minimum YouTube > Netflix 45% Suffer Without GP     |
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|     HCP Opinions 44% of HCPs say patient trust in prescribing down Source: Medscape Medscape surveyed 400 of its physician readers about patient trust. The results: Doctors high, Rx reducing, payors low. 88% Say Patients Trust Them   This isn't surprising, patient surveys also say that doctors are the most trusted, but this is coming from the physicians themselves. This is the exact number University of Pennsylvania when asking patients sources of health information they trust. The KFF got 86% for a similar question. Chart created from data in Medscape source   Trust is High, But Falling   While most doctors said that patients trust them, prescribing decisions are under more scrutiny. 44% said that trust has fallen for  their prescription recommendations. Chart created from data in Medscape source   65%-74% of Patients Do Not Trust Payors   On the flip side of the trust equation are US health insurance companies. Doctors believe that they are largely untrusted. This number was presented as "7 in 10" which could be a range of 5% up or down which is frustrating as Medscape almost certainly has the full data similar to the HCP results. Image adapted for email from Medscape source   — Read the full story from Medscape         HCP Social ASCO by the numbers Source: Klick Health This is less of a news story and more of an observation. We expect the final X volumes to be similar to 2025. Here we have compiled data from X usage on the meeting using the official hashtags (#asco26, #asco2026). Post Volumes Have Fluctuated   On this chart we have total X post from different sources. The most recent numbers were captured with Meltwater (was Sysomos) from May 1 to June 30 while the early numbers come from an article in the ASCO Post. The AI estimates are from Google's AI Overviews. Chart from data compiled by the Klick Wire editorial team   \* This data was captured up to June 4. This makes the 2026 data artificially low. Peak Volumes   The 5-day ASCO event has a defined peak across the three middle days. The data we have for ASCO '25 and '26 shows similar volumes though the weekends always shift by a day per year. Chart from data compiled by the Klick Wire editorial team   Because the Wire has been tracking ASCO for so many years (with one unexplained exception -Ed.) we can show how the peak days have varied since 2018. Chart from data compiled by the Klick Wire editorial team   — Read the full story from Klick Health         Connected TV 94% growth in Q1 pharma multiscreen TV spend Source: The VAB The flurry of FDA Warning and Notice of Violation (untitled) letters in September of last year got a lot of attention. It's back with a VAB report that shows how TV spend is up since those letters were issued.  Q1 2026 Nearly Doubles Year-Over-Year   Brands seem to be flocking to TV, especially when you include streaming which is what VAB did here. The industry is up 10% in number of brands participating and up a whopping 94% in spend. Image adapted for email from The VAB source   ISI Length Influences Video Length   The therapies for different conditions tend to have consistent ISI lengths, which translates into TV spot length. We took the data in the VAP report and sorted the conditions by spot length from longest to shortest. The actual report has this broken down in more detail for the data hounds. Chart created from data in The VAB source   Reach out to the Wire author if you want a larger version of this chart or look at the full report for all the data. — Read the full story from The VAB         Coverage may secure access, but it doesn’t guarantee treatment begins. Klick’s latest perspective examines the operational factors that influence whether approved therapies actually translate into patient starts, sustained treatment, and stronger brand performance. Explore why brand success requires a broader view of performance, from payer policy to workflow design and real-world adoption.   Read Klick’s Perspective Now       GenAI Search ChatGPT minimum spend down to $10k, Rx coming? Source: eMarketer The minimum spend for ChatGPT advertising continues to plummet as OpenAI looks for more revenue.  Emarketer projects that the platform's share of users should remain above 70% until 2030. Image adapted for email from eMarketer source   The question isn't whether pharma should try out this new platform, it's when will OpenAI allow us in? Until recently the company has had all health restricted from participating. However, an undisclosed source has told us that OTC is "coming soon." We will keep our eyes open and if you want to be among the first to know, talk to your Klick rep. — Read the full story from eMarketer           Streaming Video YouTube surpasses Netflix by minutes per user Source: Digital i YouTube has always had more users per month than Netflix but a new report from Digital i shows that the platform now also has more minutes per user.  Image adapted for email from Digital i source   All age groups, up to 55-64, increased their YouTube watch time in 2025.  Image adapted for email from Digital i source   The devices these viewers use are evenly split between big screen, PC, and mobile evenly. Image adapted for email from Digital i source   Pharma tends to underutilize YouTube but with the comfort with creators increasing every year, it might be time to take another look at this productive platform. — Read the full story from Digital i         Patient Research 45% have health issues caused by lack of GP Source: Health Day Increasing numbers of Americans are finding themselves without a family doctor according to a Harris Poll study commissioned by Health Day. The study was two waves in March and April of 2026, involving a total 4,180 people. And those that do have one say they still can't access care. The survey found that nearly 3 out of 5 people who have a family doctor (58%) say they are unable to receive care when they need it – due to a lack of available appointments, an inability to reach a receptionist, a too-long wait for the next open date or other similar problems.   And this lack of family medicine causes or exacerbates health issues for patients. 45% said they had one or more issues and 12% said they couldn't fill a prescription. Image adapted for email from Health Day source   — Read the full story from Health Day         The APAC region is one of the most complex global healthcare regions: diverse, tightly regulated, and changing faster than global playbooks can keep up. In Klick’s latest perspective, it explores how healthcare brands can balance global strategy with local relevance across Asia-Pacific. Discover how healthcare organizations are moving with greater speed, fluency, and confidence.   Read POV Now       Global Chinese drug licensing growing fast Source: BioPharma Dive Biopharma Dive analyzed known pharma deals with China's biotech industry announced in 2025 and '26. They highlighted the deals in a couple of different ways. By Therapy Area   Oncology is the largest area of research deals though metabolic gives it a run for its money. Chart created from data in BioPharmaDive source   By Research Stage   Pharma wants in early on new therapies coming out of China. Preclinical is the largest investment phase. Chart created from data in BioPharmaDive source   Lower costs and regulatory flexibility have helped China’s biotech startups move faster than their U.S. counterparts, producing a sprawling inventory of drug prospects.   — Read the full story from BioPharma Dive         Data The shady world of health insurance lead gen Source: Stanford Researchers at Stanford University's Institute for Internet Security submitted controlled leads through 100+ health-related sites, monitored 200 phone numbers/emails, and found health data shared with 70+ third parties.  This ambitious test of lead gen data flows on the internet produced some results that show what happens to patients who just try and get some health insurance quotes. Here are three charts from the experiment that show the total calls, the number of retries per number (there are more than one number per company) and the timing of calls after a noon-initiated form fill. Image adapted for email from Stanford source   Image adapted for email from Stanford source   The study also outs the different lead-gen websites by volumes of calls and emails as well. Here we have phone calls: Chart created from data in Stanford study   And emails: Chart created from data in Stanford study   If you're looking for a reason the FTC is so focused on health data being shared, this is almost certainly a contributing factor. — Read the full story from Stanford         Social Media Stealth-launched "Forum" new groups app from Meta Source: Klick Health Forum, a new standalone app from Meta, quietly launched in May 2026 as a dedicated home for Facebook Groups. The app pulls a user's existing Groups into a single Reddit-style feed, separate from the main Facebook experience. The launch came with no event, blog post, or press push -  it was first spotted in the App Store rather than announced, a signal that Meta might be treating Forum as an experiment. Image adapted for email from Klick Health source   Image adapted for email from Klick Health source   Groups are one of the primary draws to Facebook for audiences interested in health conditions. Every condition has multiple groups with the larger ones very active. Here is an example of the top groups from the many for Muscular Dystrophy. Chart created from scraping list of Facebook Groups (100+)   And some of  these groups can be reasonably active. Here are posts per day for the top groups. Chart created from scraping list of Facebook Groups (100+)   The intro paragraph is also the intro to our Media Team's POV on Forum. The team recommends hold and monitor but highlights the possible benefit to pharma marketers: If Meta introduces advertising within Forum, the group-level structure could let brands show up directly inside relevant, healthcare-specific communities - a uniquely front-and-center placement for healthcare advertisers to reach engaged, condition-specific audiences.   — Read the full story from Klick Health         GenAI / LLM Use +1,858% growth in Claude Source: Comscore Comscore released a now-rare report for the measurement firm. This one is on GenAI systems usage. The researchers showed two charts, one for ChatGPT with 55% year-over-year growth and one for Claude with 1,858% YoY growth. Claude, however, enjoys the "low denominator" position so its growth can be misleading if taken without context. So, we combined the two charts into one and mapped the Claude data on top of the ChatGPT data. Image adapted for email from Comscore source   Claude's 22 million conversations is a bit under 10% of ChatGPT's 244 million. This flies in the face of the Ramp AI index that found Claude surpassing OpenAI ... but it was measuring companies that pay for LLM access and was comparing percentages.  The Comscore data also had some unlabeled demographic usage charts. These at least show the relative volumes for the different age groups on both desktop and mobile.  Image adapted for email from Comscore source   — Read the full story from Comscore         Public Relations C-Suite actions matter, study shows disconnect Source: FleishmanHillard FleishmanHillard conducted a global online survey in late December to 4,000 engaged consumers, 1,400 executives and 150 policy stakeholders across 15 markets. This survey was positioned to determine how these three groups see trust in companies and coherence in their actions. Why It's Important   This type of research is important to highlight the connection between C-Suite actions, the company image, and consumer behaviors. For the last point, consumers were asked what they have done when a company's actions cause them to lose confidence in it: Image adapted for email from FleishmanHillard source   Will a patient actually change a therapy only because a company was in the news? Unlikely. But every factor matters when making decisions and 88% of US consumers say they are more willing to give the company the benefit of the doubt if it has a good reputation. Image adapted for email from FleishmanHillard source   Scientific Institutions Have a Head Start   When asked how much trust they have in different groups, scientific "institutions" take the top spot. To be sure, pharma companies aren't institutions but it might be possible to partner with trusted groups. Chart created from data in FleishmanHillard source   Integrity, Accountability, and Competence   The top three qualities that consumers look for in corporate leadership are the same ones that generate trust: Ability, Benevolence, and Integrity (Mayer, Davis, and Schoorman). Chart created from data in FleishmanHillard source   Unfortunately, consumers do not see companies acting on these qualities very often. This report does our favorite thing and includes data tables at the end. If you deal with the reputation of a company or brand this information is useful.  — Read the full story from FleishmanHillard         mHealth Wearables can't seem to break 50% Source: Rock Health This year's wearables survey from Rock Health included 8,000 US citizens during December. Looking at the ownership trends we note that the numbers have been flat since around 2021. Image adapted for email from Rock Health source   The types of devices start with smartwatches, of course and smart scales for the "connected devices" side of the report. Rings are still down around 6% even with Oura being 13 years old. Image adapted for email from Rock Health source   With Oura planning an IPO it remains to be seen if the company can convince investors that it can break into the wearable population from its current 6% share. — Read the full story from Rock Health         Regulatory Roundup Stories from and about the FDA Town Hall – Content of Human Factors Information in Medical Device Marketing Submissions, Final Guidance -- July 22     FDA Updates Breakthrough Devices Program Metrics and Marketing Authorizations List     MedSun Newsletter     Vaccines and Related Biological Products Advisory Committee June 18, 2026 Meeting Announcement -- June 18, 2026     Intent to Exempt Certain Unclassified Medical Devices from Premarket Notification Requirements     New Untitled letter for promotional HCP email                  Klick Health, 240 W 40th St, 12th Floor, New York  NY, 10018  USA  You are receiving this email because you subscribed to our mailing list. Want to change how you receive these emails? 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