This Klick Wire exclusive comes to you from Sermo and LiveWorld. The two companies had presentations at Digital Pharma East just over a week ago and have compiled their findings in a new report.

The report is based on three surveys (this becomes important later) with up to 399 HCPs globally across seven countries (Canada, Germany, Spain, France, UK, Italy, and USA) and nine specialties.

As for the chart, Red is after work and green is during core work hours. Unsurprisingly, personal use is heavily biased to the non-work times but the amount of professional use during those hours is essentially half (49%). It looks like there is little need for day-parting for HCP social campaigns.

This graphic is a bit of an eye-chart but for each country the left bar is personal use of social and the right bar is professional use of social. Because the respondents were selected from Sermo's user base all of them participate in this activity. Previously, the companies had found that a full 78% of HCPs do use social for professional purposes.

If you want to attract the attention of these HCPs on social, give them data. Just look at the drop off between Case Studies and Brand Information below.

If your post doesn't have an "n" value or a percentage in it it will be less than half as effective. 

It is interesting to see patient education materials so low on the list because HCPs routinely place that high on the list of topics they want from pharma. The explanation here might be they don't want it in the social post itself, but you could try linking to it... just lead with data.

LinkedIn continues its HCP-only branded experiment and the timing couldn't be better. When it comes to HCP social it's still a Facebook-first world, but only barely.

Note that while you can't advertise directly on WhatsApp you can use Facebook and Instagram to promote links to it. This could be an interesting Rep extension.

As we highlighted last week 69% of Americans refuse to call Twitter "X". When surveying HCPs Sermo rightfully used the old name to avoid confusion and nearly a third of HCPs say they are still using the platform.

The company surveyed HCPs three times and found a dip in popularity immediately after the naming announcement, but then it returned only a month later. 

When asked whether Twitter would "continue to be an important professional channel" the results varied by month:

So what are brand marketers to do? Twitter's new CEO, Linda Yaccarino, is being actively subverted by Elon Musk's shenanigans and the platform still seems risky. Klick's POV currently is organic only on the platform but you should continue to monitor the situation.

This story has gone far too long already but we can't get enough of this report. It also contains how many HCPs request information from company social accounts and how many look for KOL / DOL information. 

We have to give this Sermo / Liveworld report the industry-leading (that's going a bit far -Ed.) "Must Download" award.

Klick has announced a ChatGPT Plus plug-in to compile and consolidate the payments made to HCPs based on their NPI numbers. The news underscores Klick’s deep data heritage and ongoing investments in technology, as well as its commitment to rolling out useful and ethical artificial intelligence (AI) tools for the life sciences industry.

The plug-in is made possible by Klick's  proprietary MedOcean database which consolidates data from many different sources, including the open payments disclosure program.

To use, simply install the plug-in for ChatGPT Plus from the plug-ins store (search on Klick). You do need a paid ChatGPT Plus account and use the GPT-4 model to access plug-ins. If you don't have an account one yet it is recommended for future-looking marketers (not sure that's an official Klick position, but solid advice -Ed.).

Give the plug-in an NPI number, which you can find in the public NPI database, and you will get results similar to these:

This is a great tool for vetting potential KOLs and DOLs—try it out today (a bit promotional, but it is an excellent plug-in so I'll allow it -Ed.).

Every opinion poll seems to come up with somewhat different results, and this one isn't great news for pharma. The industry is at its lowest point since Gallup started recording the numbers in 2001 at only 18% favorable.

The remainder are quite negative as well with 60% on that side. In the rankings we have fallen to the bottom of all industries.

These data are demoralizing to be sure, but  as we've shown before patients have a much higher opinion of pharma than the general public. It is important for us to recognize the situation to ensure we're not Pollyanna in our approach to news or other industry events.

"Prompt engineering" is emerging as an important skill as AI is used in more creative tasks. OpenAI is looking for ways to make this easier by combining ChatGPT Plus and DALL-E. Essentially users of these tools will be able to tell ChatGPT what they want and it will create the DALL-E prompt for them.

The new tool is expected to roll out "in October" which is anywhere from six to 37 days from now.

Time has compiled the top people driving the current trends in AI, from software developers to global ethicists. We took a look at the list and pulled the ones that relate directly to health.

This story is mainly about physical direct mail, and its surprising resilience across generations. However, it also talks about email and SMS text as well and both of these come out ahead of direct mail, especially our old friend, email.

When asked if they found the channel "extremely" or "very" useful, both groups picked email first.

Marketers aren't safe yet, however. Direct mail and email both suffer from an overabundance problem. Around half of people were happy with the emails they get, but of the others they skew to the "too much" side.

Marketers need to consider their send frequency carefully even if the channel is the most liked.

A study by Harris Poll for Rokt looked at how Gen Z and Millennials feel about AI for ecommerce. Short answer: they are in favor of it.

The ways they think AI will benefit shoppers are:

When consumers from three countries—US, UK, and Australia—were asked how they feel about personalization, they were in favor.

This doesn't give ecommerce marketers the right to be creepy, but it highlights the value of respectful use of first- and zero-party data in online experiences.

YouTube is considered "social adjacent" because it is mainly creators posting long form video rather than two-way conversations. This is why the platform is a competitor to CTV and has a large share of the living room smart TV.

However, it is also big on mobile. As the platform adds more vertical options we may see a bifurcation where creators have more than just the monolithic video option and can interact more with their audiences.

Gen X and older readers may want to skip this story (don't generalize -Ed.). It looks like emojis, those cute little icons in text, are infiltrating brand marketing departments. 

This story from Brandwatch even includes an example from a major US health insurer.

If your team decides to get on the emoji 🚌 (that's a bus, not a bandwagon -Ed.) then you'll want to know which are best for your audience. Here are emojis broken down by generation.

We're not advising you to use emojis (don't address the audience -Ed.) 😂 but if you do, start with 📖🎓 (what is that? book learning? use your words -Ed.).

A new paper from Harvard Business School might be a land speed record for new research following a technology release. The researchers were looking at how AI can help with intellectual work. They used the Boston Consulting Group as the test group and marketers need to pay attention.

That is an unequivocal finding for GenAI. If you are doing intellectual work you need to embrace AI. You need to do it now. And you need to do it even if you don't know what you're doing (the secret: none of us really do -Ed.). 

If you have not tried yet, go to OpenAI's ChatGPT tool and create a free account. Use this prompt: 

Then start asking for details on the 10+ ideas that are presented. If you get a ChatGPT Plus account check out the Klick NPI Plug In.

A new report from Dash Hudson looks at social platforms and creators. The social component is a good summary of known stories but can serve as a good reminder for marketers. 

The creator component has some new data on average sizes and even breaks down industries to include health and wellness.

Health is ranked fourth in 10 industries by engagement rate with a middle-of-the-pack 4.7%. 

TikTok is a great second-tier platform for social promotion and first-tier for influencer... but. But something is happening on the platform which is hard to explain. Video engagement has decreased in 2023.

And an extra "but." Even at 5.38% TikTok is still the best platform for video engagement we have so don't get too upset yet. This article has more stats but this is the most important. Marketers looking to get to Gen Z and some Millennials still need to consider TikTok.