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title: Klick Wire
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If you like our data selection bias takedowns you'll love the third story in this issue

                                                           

|    Sign Up Today   View in Browser  Issue 624 July 29   "Only" 48% HCPs Burnt Out Undermind > Google Scholar Social Users Like Social Google Keeps Cookies CloudStrike Global Outage SearchGPT is Here     |
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|     HCP Opinions Doctor burnout easing, PAs still an issue Source: AMA A new report from the AMA is out based on 12,400 responses from physicians across 31 states and 81 health systems or organizations. It looks at morale in the ranks and comes away somewhat positive. Burnout Finally Below 50%   It's a bit of a stretch to call this finding a positive, but physician burnout is below 50% for the first time in four years. In fact, comparing 2022 data with 2023 shows improvement across many areas. Chart created from data in AMA source   PAs Remain an Issue   While many indicators of satisfaction are up, frustration with prior authorizations (PAs) is still high. 95% of surveyed physicians say that "somewhat" or "significantly" contributes to burnout.  Another recent report from the AMA looks at PAs specifically and just oozes with frustration. Look at these two charts about peer-to-peer (P2P) reviews of PAs. Image adapted for email from AMA source   So more than half of HCPs say that P2P reviews have increased. That isn't necessarily a bad thing. HCPs often love a good debate and a respectful professional discussion between equally qualified specialists can ensure better patient outcomes. However, the physicians in the AMA study do not respect the "peers" (quotes usage echoes AMA report) employed by the insurance companies. Only 15% say they are qualified (the asterisk in the chart indicates a rounding error). These conversations must be challenging for the physicians enduring them. Medicare Payments Have Fallen 29% Over Four Years   And the hits just keep coming. When the AMA looked at the increases in costs of practices and compared them to the amounts paid by Medicare and found that they had fallen 29% over the past four years. Image adapted for email from AMA source   This effective reduction in revenue essentially puts the physicians in a place where they have to decide between the health of underserviced patients and the health of their practice.  — Read the full story from AMA         AI in Healthcare New AI research reader shows promise for medicine Source: Undermind A new service called Undermind launched two weeks ago and it's making waves. The service uses multiple rounds of GenAI research into a topic to find scientific papers related to a query and summarize each.  Undermind hails this as a "smart colleague" rather than an "enthusiastic intern" and that's a major differentiator if it's true. The company's comparison to Google Scholar results seems to bear this out but third party testing is needed. Image adapted for email from Undermind source   To test the service we had a quick conversation with the tool and ended up with this query: I want to find effective treatment regimens for a motorcycle accident victim with a femur fracture and a stable pelvic fracture, focusing on surgical and non-surgical procedures that lead to the best outcomes.   Image adapted for email from Undermind test, highlights ours   The results are presented as a ranked list of papers based on a relevance score with three AI generated categories of analysis: Categories of papers: in our example we got four categories but we don't know if that is typical. As someone not a orthopedic surgeon it's hard to tell if they are accurate.  Timeline and citation network: shows the relationship between papers visually and allows the researcher to zoom in on the most influential (or at least most cited) papers in the list. Useful background information: provides a summary of common terms and themes in the research.   As a final insight from this tool, here is the citation network from our test: Image adapted for email from Undermind test   — Read the full story from Undermind           HCP Social HCP influencers say social is underutilized by pharma Source: MedFluencers This story feels like a classic case of selection bias. MedFluencers, an HCP influencer company, has conducted a study of HCPs and gotten what look like rather skewed results: 85% say that patients have mentioned social posts during clinical visits (keep in mind that is any patient across all visits) 92% say that they are open to learning about treatments via social media (this simply seems incorrect, not that many HCPs use social for professional purposes) "Over" 50% do not want rep visits (this one could track, many HCPs are ambivalent about rep visits) "Nearly" 90% of HCPs believe pharma underutilizes social media (again, this is likely incorrect, not that many HCPs are pro-social in general)   Is this story interesting? Sure, if you're looking to understand the small subset of HCPs who also act as influencers on social media. For the general population? Likely not. We invite the MedFluencers folks to share their methodology and full findings with us (just reply to this email -Ed.). If it's different than our interpretation we're happy to rewrite this story. — Read the full story from MedFluencers         Unlock the Potential of Virtual Influencers             Part Two of our series on virtual influencers, "Creating Your Brand Character," takes you through crafting a distinctive brand character that captures the imagination and strategically aligns with your brand’s goals.  Ready to create a character that stands out in the digital crowd? Dive into Part Two and transform your virtual presence into a powerhouse of brand influence.   READ MORE       Cookies Google keeping third-party cookies, adding controls Source: Google Wire readers have likely heard that Google is "saving the cookie" by scrapping plans to deprecate third-party cookies in Chrome. This is portrayed as a "U-turn" and a saving of the ecosystem for advertisers. But not so fast. Google has announced that it's not doing away with third-party cookies altogether, but instead enhancing user control over them.  Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time.   We agree with Drew Stein, CEO and founder of Audigent, quoted in SpiceWorks, that this will not stop the coming massive reductions in data to which advertisers will have to adapt. Google may have announced they are no longer deprecating cookies, but the subtext is equivalent to instead deprecating chocolate chips and cookie dough to the same effect. Ultimately, Privacy Sandbox is still moving forward, and, bottom line, that means massive changes to audience data, media buying, and measurement in Chrome.   The planning for less third-party user data needs to continue as that is still our future. — Read the full story from Google         Network Outages CloudStrike update bug affects healthcare providers Source: AP News July 19th's massive Windows update issue caused by CloudStrike showed how dependent the world has become on technology. The most publicized result of the issue was in air travel but healthcare had its share of problems. Alison Baulos says her 73-year-old father was about to head to a Kentucky hospital for open-heart surgery when it was abruptly canceled early Friday morning. His was one of the many operations and medical treatments halted across the country because of a global technology outage.   Globally, 8.5 million Windows computers were affected, many of them servers that caused issues for many companies. The estimated financial losses for these companies is a staggering $5.4 billion. That number makes sense when you see the steps that an admin must perform on every affected computer: Boot Windows into Safe Mode or the Windows Recovery Environment (not easy when the affected service BSODs the device as soon as it starts, the admin has to be fast) Navigate to the C:\\Windows\\System32\\drivers\\CrowdStrike directory (not hard but every click adds time to this manual process) Locate the file matching “C-00000291\*.sys” and delete it (care, and thus time, is needed here, deleting system files can take down a server is you aren't paying attention) Boot the host (they forgot the step where you ritually sacrifice an original Windows 3.1 installation diskette, these are becoming hard to find)   Obviously, these steps take time and if we assume 15 minutes per computer (that's optimistic -Ed.) with no errors (that's impossible -Ed.) that is 2.1 million hours of effort. That's a lot of effort to cram into a couple of days to get systems working again. To commemorate the unfortunate event, and perhaps keep these issues top of mind for impatient product owners who want to release a patch on a Friday with insufficient testing, check out this petition to make July 19 "Blue Screen Day." To end on a lighter note, here are some images of BSODs on the billboards of Times Square: Image as part of collection shown by Yahoo!   — Read the full story from AP News         Search SearchGPT coming to a screen near you Source: OpenAI Sam Altman, CEO of OpenAI, announced the company's long-rumored search product on Friday. It's open for a waitlist for access for personal accounts only (not company accounts).  we think there is room to make search much better than it is today. we are launching a new prototype called SearchGPT: https://openai.com/index/searchgpt-prototype/… we will learn from the prototype, make it better, and then integrate the tech into ChatGPT to make it real-time and maximally helpful.   As an adjunct to ChatGPT we can expect explosive growth for this product before it gets folded into ChatGPT. Time to 1 Million Users from Statista   The excellent AI daily newsletter, The Neuron, describes the new tool: The UI looks fast, clean and similar to Perplexity. The results are multimodal (meaning it can spit out stock graphs, weather images, videos, etc). Most important: There’s a huge emphasis on the fact that when you search for something, SearchGPT cites its answers…always (probably why OpenAI signed deals w/ so many publishers—it doesn’t want to \[peeve\] them off more than they already are).   — Read the full story from OpenAI         Unleash the Power of Virtual Influencers in Healthcare             Forget everything you know about influencers. Virtual influencers change the game by offering complete control over your brand’s narrative: no more off-script moments or PR nightmares. Curious to learn more? Check out Part 1 and get ahead of the curve in digital marketing innovation.   READ MORE       Clinical Trials Rare disease groups worry about diversity mandate Source: Pharmaphorum The FDA released it's draft guidance in June and comments remain open until September. One important voice in this discussion is that of patient groups. Groups representing rare diseases are somewhat worried about unforeseen side effects of the rules.  Pre-empting such difficulties, the FDA recommended that the sponsors invest in community-facing strategies that would encourage a sufficiently diverse patient population. However, in response, the patient organisation \[Friends of Cancer Research\] stated: “Whether those methods are sufficient to suitably enrol and retain new research populations also remains to be seen, or if different therapeutic areas will face bigger challenges in this area than others, and how/if FDA’s policies will adapt from there.”   For anyone wanting a substantive deep dive into this draft guidance the above Friends of Cancer Research piece is extensive and highly recommended. — Read the full story from Pharmaphorum         eCommerce Prime Day exceeds estimates to $14.2 billion Source: eMarketer This year Amazon's Prime Day (really Prime Days as it's two days) amassed $14.2 billion in revenue, up 11.2% over 2023 and beating estimates. Image adapted for email from eMarketer source   This growth was fueled by strong demand for household items by people looking for deals and an apparent electronics refresh cycle with high numbers in those segments. Even so, Prime Day seems to be hitting its saturation point in terms of growth. Image adapted for email from eMarketer source   Maybe not "saturation" since you can't expect the early growth to continue. Also, Amazon makes money through multiple channels on Prime Day (product sales, retail ads, etc.) so they likely don't mind. Lastly, Adobe reported on growth for contributing channels. This is growth mind you, not absolute numbers which the company did not disclose. Chart compiled from data in Adobe source   Does Prime Day matter to pharma marketers? For those more aligned with OTC it does, and for the others it's good to see the path-to-purchase even for retail products. — Read the full story from eMarketer         Insurance & Cost Only 55% of Americans are "cost secure" for health Source: Gallup Cost is a huge issue in the American healthcare system and the number of citizens who qualify as "cost secure" has dropped to 55% of the population. That number drops further to 47% for those 18-49. Image adapted for email from Gallup source   Perhaps unsurprisingly, when asked about the quality of care compared to cost citizens were very negative. Image adapted for email from Gallup source   This doesn't have direct applicability for most pharma marketers but it's good to remember that a large part of our audience may consider cost at or above quality when it comes to their healthcare.  — Read the full story from Gallup         Cookies Pharma low on cookie-dependence list, usage high Source: eMarketer In the ranked list of industries dependent on third-party cookies for programmatic ad buys, pharma ranks eight out of 10. That's pretty good. Image adapted for email from eMarketer source   That is, until you see the grouping of the top eight industries. Only 6% separates them. Advertisers from all industries still have work to do, especially since Google's announcement to keep third-party cookies still puts users in control. The experience with Apple's opt-in for app tracking is that 75% of users do not allow it. — Read the full story from eMarketer         Regulatory Lawmakers try to remove tax rule Source: FiercePharma Lawmakers are trying to change the tax rules and disallow DTC advertising in expenditures. This could have an effect on manufacturers budget plans.   Changing drug ad taxes would have financial implications. Drugmakers spent $2.87 billion to promote the 10 most heavily advertised medicines last year. In 2022, the total pharma ad spend topped $8 billion. Companies would no longer be able to deduct those costs when calculating taxable profits if the law is passed.    — Read the full story from FiercePharma         FDA Roundup Stories from and about the FDA The FDA was not tracked this week, will return next week               Klick Ideas Exchange   — idx.klick.com     Have you explored IDX yet?   Featuring a wide selection of the most relevant videos, original interviews, articles, and POVs, Klick Ideas Exchange (IDX) provides industry leaders with tailored insights to support innovative and exponential thinking. Sign up or log in today and explore all the new features.   — Browse all ideas                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     © 2024 All rights reserved. Klick Health® is a trademark of Klick Inc. Privacy Policy |
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