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title: Klick Wire
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Last story has some humor ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­    ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­  

                                                           

| Sign Up Today   View in Browser  Issue 739 November 2   48% Choose Insurance w. AI 31% Using Agents (Maybe) 65% Say Org Preparing 79% Abandon Homepage Link 53% of Traffic Non-Human 78% Say AI Drug Discovery |
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| Insurance & Cost 48% used AI to review health insurance options Source: Medical Economics A survey of 1,000 US adults on October 7-9 takes a look at the health insurance enrolment process for 2027. The selection process is difficult with 57% saying it is stressful. Image adapted for email from Medical Economics source   AI is now a part of the selection process with 48% of respondents saying they used the technology to help them decide on a plan. Of these, 85% say they chose at least partially because of the AI advice. Meanwhile, 22% think that AI can already replace doctors for medical advice. There is a wide spread of opinions here, with 30% saying it will never happen. Image adapted for email from Medical Economics source   — Read the full story from Medical Economics         GenAI in Healthcare 31% of healthcare orgs using Agentic AI Source: Clearwater Clearwater surveyed a potentially small (n=61, inferred from percentage patterns) number of healthcare and security experts to see how healthcare organizations are dealing with AI risks. The findings aren't that surprising, rogue usage is one of the bigger threats and both top threats are related. Image adapted for email from Clearwater source   One finding in the document is how many organizations are already using Agentic AI in production. We refer the reader to the non-existant "n" value in the report which triggers our skepticism response. Image adapted for email from Clearwater source   If you're looking for best practice on how to manage AI in healthcare organizations this report has some good perspectives. Just don't look for numbers you can rely upon. — Read the full story from Clearwater         GenAI in Healthcare 65% of Nurses said employer prepared for AI Source: Wolters Kluwer Wolters Kluwer has released a new look at data it first published in May (and which we reported on in issue 719). The data is in-depth surveys of physicians and nurses. This data is just for the nurses component. Nurses Say Orgs Preparing for AI Across Tasks   2026 found more nurses saying their organization was prepared for AI than in 2025. Especially pronounced was the preparation for clinical uses. Chart created from data in Wolters Kluwer source   Nurses Adopting AI for Many Tasks   When asked where they were adopting AI, less than half used any given task. Still, there are substantial numbers doing each. Chart created from data in Wolters Kluwer source   While it's not a new study, there was substantial data in it and a new look at the nurse data is useful. — Read the full story from Wolters Kluwer         Women are among healthcare's most targeted audiences. New Klick Health primary research suggests they are also among its most misread. Companion studies among 248 women consumers in the U.S. and 157 HCPs across eight countries examine the gap between how women navigate healthcare and what brands assume about them. The findings suggest brand trust functions as a clinical variable. Explore what drives treatment initiation when clinical variables are equal, and what a generational shift in brand loyalty means for women's health marketing.   Read Klick's perspective now       Social Media 79% abandon link if it goes to homepage Source: Bitly Bitly surveyed 1,006 US consumers and 501 US marketers and creators to see how links are used "in the wild." The findings skew towards ecommerce and creator marketing but three items will resonate for health marketers. Gen Z: Instagram, Boomers: LinkedIn   When asked which platforms conveyed the most trust to links the results seem spread out or perhaps there was a "none" selection that was consistently high. Regardless of the reason this result shows that it's the speaker, not the platform, that conveys trust in social. Image adapted for email from Bitly source   Note YouTube's second place finish in three of the four generational groups showing its wide demographic appeal. Be Clear With Link Descriptions   The first three answers here (respondents could pick up to three) all say essentially the same thing: be clear with your link destinations. Lack of clarity is what causes the first two distrust responses. Image adapted for email from Bitly source   79% Abandon Bait-and-Switch   Ok, so sometimes branded links have to be coy so that brand and indication don't combine and require ISI. That is a reality that pharma and MedTech marketers have to work around, but wherever possible be clear on what the user will get when they click. Don't hide their destination or you will lose them. Image adapted for email from Bitly source   — Read the full story from Bitly           Culture Audiences are more and more skeptical Source: The VAB Your audiences are getting more skeptical of everything they see online. This is being driven by AI slop ads, some of which drop-ship bogus products (that link is 23 minutes of fun, but it's not super relevant -Ed.). Image adapted for email from The VAB source   This is a side effect of so much of the internet now being non-human traffic. Image adapted for email from The VAB source   AI-driven fake information in ads, reviews, websites, and social posts is producing a more skeptical audience.  Image adapted for email from The VAB source   Here at the Wire we love skepticism but when your audience has decided they can't believe anything they see you have to work twice as hard to earn their trust (not a real stat -Ed.). — Read the full story from The VAB         Market Research Biopharma industry turns positive on Source: Endpoints News Endpoints surveys biopharma industry participants every quarter and this is the first one over the past year that is positive.  Image adapted for email from Endpoints News source   Those at the bottom of the sentiment chart were big pharma, scientists, and consulting agencies. Biotech and investment professionals were the most positive. Image adapted for email from Endpoints News source   Scientists may be gloomy overall, but they had the largest turnaround when it comes to AI. Now, 78% of them think AI will speed up drug discovery. Chart from companion Endpoints article, link goes there   — Read the full story from Endpoints News         Direct-to-patient is reshaping how brands reach patients, but creating a more direct, on-demand route to care does not guarantee that a prescription will be filled. In their latest perspective, Klick’s Chris Millsom and Shana Gunderson Hua introduce Commerce, a launch architecture that connects marketing, market access, fulfillment, and patient support. Explore why direct-to-patient should not be designed in isolation and why marketing and market access must plan together.   Read Klick's perspective now       Politics & Voting "I barely want to do this" political campaign wins Source: MediaPost Could it be that honesty and a hint of good-natured cynical sarcasm can convey the integrity that brands crave? It did for a young politician in Kelowna, BC, Canada.  Collected images of Rogers' campaign signs   The sentiment for this campaign is summed up by a paraphrase of Plato's The Republic: "Only those who do not seek power are qualified to hold it."    What does this mean for marketers? Maybe nothing, but maybe its a signal that self-deprecating honesty can be a powerful brand signal. You can also see Rogers' Instagram feed for more of his personal brand. — Read the full story from MediaPost         YouTube YouTube creates "Shorts Series" for MicroDramas Source: YouTube As we discussed two weeks ago, MicroDramas are rising in popularity, especially in APAC. To help brands harness this format, YouTube has created Shorts Series which allows channel owners to organize shorts into microdrama series (as the name already states -Ed.). Image adapted for email from YouTube source   YouTube almost confirms that users will be fed Shorts Series in order (meaning the system keeps a bookmark of where a user is in the sequence) but doesn't quite say that explicitly (emphasis ours): Building on Creator Shows, we’re introducing Shorts series. With Shorts series, creators can now structure their Shorts into seasons and episodes, while new features like custom thumbnails and sequential playback make it seamless for viewers to discover new Shorts and keep watching. Starting today, Shorts series is rolling out to creators, across web, mobile, and TV.   — Read the full story from YouTube         Social Media 58% say social is an important news source Source: Pew Research Last week we looked at Pew Research data on how many Americans use the internet, this week we're looking at how many use social media as a news source. From 2022 to 2026 the use of social media for news has grown 14%. This isn't large growth especially compared to other digital channels but considering the cultural headwinds against social media it's interesting that it's growing at all. Chart created from data in Pew Research source   Looking at the demographics of those who use social media for news it's not surprising that it skews younger. That said, the 41% represented in the 65+ age group might raise some bushy eyebrows. Image adapted for email from Pew Research source   — Read the full story from Pew Research         Streaming Video 5x conversions with streaming over linear Source: iSpot.TV Q3 results from iSpot.tv look at linear vs. streaming video ads. When first looking at investment vs. impressions we're left wondering why anyone would spend on streaming video: Chart created from data in iSpot.tv source   And then we see the 5x conversion rates and it all becomes clear. Image adapted for email from iSpot.TV source   Also, the top 10 biggest cross-platform spenders includes two pharma brands. Grab the report to find out which (likely not the ones you think). — Read the full story from iSpot.TV         AI in Medical Research MS AI achieves high Dx results Source: Science A new study from Microsoft compares the company's Microsoft AI Diagnostic Orchestrator (MAI-DxO) system against other major AI systems in healthcare scenarios. The company says this is an important step towards medical intelligence.  A key chart in the report shows diagnostic accuracy on the Y axis and cost on the X. Different models are shown plus various "open book" and "closed book" human practitioners.  Image adapted for email from Science source   The MS solution owns the best fit line (lower cost, higher accuracy) in this study. The company's competitors might have something to say about that but regardless this shows the progress being made in healthcare models. — Read the full story from Science         GenAI in Healthcare Anthropic's S-1 signals its healthcare ambitions Source: Anthropic It's well known that Anthropic released it's S-1 prospectus for an IPO last week. Here are three insights to add to the Monday noise about it. Companies Spending $100k+ Over 12 Months   The number of companies on Anthropic's roster spending $100k or more per year has grown substantially to nearly 12,000 so far in 2026. Image adapted for email from Anthropic source   Two Pharma Companies Mentioned By Name   Two companies were mentioned by name, one with 50,000 users and the other with 30,000. One reported over 85% actively engage in five key functions. — Read the full story from Anthropic         Insurance & Cost Trust rating of 6 in 10 for insurance company Source: Health Insurance Company "A health insurer and a provider walk into a bar..." This story is about a study conducted by an insurance company with providers. In some places the extrapolated statements do not seem to be supported by the provided data. The Claim: "Payer-Provider Trust Remains Strong"   The evidence: no questions are provided but this chart of the results across Q1-Q3 of 2026 shows some variation in "trust scores." We worry that the authors may be chasing error rather than measuring results in-market. If there was a question tied closely to the observed changes it is not disclosed. Image adapted for email from Health Insurance Company source   Also, with a 10-point scale we're reminded of NPS questions where the respondent is asked if they would recommend a brand. This doesn't seem to be the exact wording of the study but we'll just leave this here for comparison anyway. Image adapted for email from Health Insurance Company source   The Claim: "Administrative burden is improving for clinical staff"   The evidence: It does look like the number of providers identifying administration as as their top burden has dropped by 7%. However, the study has an error rate of ±4 percentage points so the change is just inside those error bars and the authors chose to not disclose Q1 (if it is in the data set -Ed.). Image adapted for email from Health Insurance Company source   There is more in the release but we'll stop here. For the authors of this study, if you provide the full Q&A data we would be happy to run a second story.  In some ways it is refreshing to see a payer looking this closely at the relationship with providers and we applaud that initiative. However, we just aren't convinced the data presented support the claims made. — Read the full story from Health Insurance Company         Regulatory Roundup Stories from and about the FDA Accelerating Rare disease Cures (ARC) Program Year 4 Report     FDA Issues Final Guidance on Prescription Drug Apps and Software     Novel Medical Devices with Predetermined Change Control Plans: Hypothetical Case Examples     Predetermined Change Control Plans     AI in MRL: Share your thoughts in a new short industry survey. Results will be shared in the Klick Wire.                  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? Unsubscribe     © 2026 All rights reserved. Klick Health® is a trademark of Klick Inc. Privacy Policy |
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