This report from GWI is actually based on their Q1 data which we reported on previously. However, this report has a couple of insights not previously disclosed.

Gen Z and Millennials have Social and Search almost tied in brand research, with Gen Z slightly ahead on Social. Even Gen X and Boomers are seeing Social making inroads (but are still Search-first). 

It's no surprise that informative content can gain traction on social media and it's nice to see the main platforms Pharma uses are aligned.

Not on the list is Pinterest which has been running beta programs with pharma (Didn't know that? Talk to your Klick rep.). The primary suspects are all here though: LinkedIn, Reddit, YouTube, Twitter, Facebook, and even Instagram.

Wire readers are likely sick of hearing this, but it's still a Facebook-first world in social for pharma. First, only one platform entry on this "top-two" list is non-Meta and second, the prominence of Facebook (and Instagram) is indisputable.

If a picture is worth 1,000 words, is a video worth 1,000 pictures? Programmatic advertisers seem to think so. Over half of all programmatic mobile spending is on video.

The categories of programmatic inventory include health, but it's middle of the pack at best.

Programmatic is a flexible tool for advertisers and the eMarketer article highlights other  relevant channels such as out-of-home.

A full 75% of Medicare beneficiaries are somewhat or very worried about the program's long term sustainability. However, they don't want it changed. 85% are somewhat or very worried about that. 

When asked about what one thing they wish they had known when they first signed up for Medicare, 40% said the program basics.

Any marketers with patients in Medicare programs will get some audience insights from this report.

As streaming services grow in popularity linear TV declines in share of service. Last month it dipped below 50% for the first time.

In the Streaming segment YouTube came out on top with 9.2% of total of TV views showing how the social-adjacent platform is infiltrating American living rooms. 

A new study by Media Matters found at least 18 brands with content next to hate speech on X, formerly Twitter. This a week after we reported on the new advertising controls offered by the platform. One pharma company was included in the list.

Looks like we're back to "wait and see." But time's running out for X. It has billions in loans and Elon Musk talks freely about bankruptcy (likely as a scare tactic). Eventually, though, it has to make money or default.

There are few things more infuriating that watching some self-appointed "expert" spout misinformation about bogus health treatments. These videos on many platforms, including YouTube, remind us of Steve Jobs' reliance on naturopathic treatments for treatable pancreatic cancer which led to his death.

This type of moderation highlights that these platforms can make a difference when they put in the effort.

Here is a list of the top 10 pharma companies ranked by their corporate readiness to leverage AI, according to CB Insights.

Per our often-repeated policy of not mentioning brands or companies we have blurred out the names. The article is short, however, and you can always come back after you check it out (sigh -Ed.).

This short video from Reuters showcases some lifelike robots at the Chinese 2023 World Robot Conference. Trigger warning, they're pretty creepy.

The Klick Wire is not responsible for any nightmares you may experience after watching this one-minute video (agreed -Ed.).

The FTC is gathering comments on its Health Breach Notification Rule (HBNR). The ANA has commented and MediaPost reported about it.

The ANA is against the rule because of the restrictions it will impose on free or low-cost services:

The main issue is agency overreach where it defines marketing pixels and other technologies as a "breach" without explicit opt-in disclosure. The ANA further commented:

First, understand that the Campaign for Sustainable Rx Pricing (CSRxP) is a lobby group funded in part by the insurance companies and pharmacy benefit managers. That is important because the way the questions were worded in this survey were inflammatory and designed to get the results desired by the group.

That said, Americans do have an issue with drug costs. When asked who is to blame for increased Rx prices (not health prices in general), pharma was naturally top of the list.

Further, 69% said they are concerned with drug prices and 78% support the "Affordable Prescriptions for Patients Act." The study did not ask about the Inflation Reduction Act and its provisions for the government to negotiate pricing on some drugs. Likely because the name wasn't sexy enough.

If you do click through on this one remember this is a lobby group so don't let the bombastic tone get your Monday off to a bad start (good advice, but don't talk to the audience -Ed.).

A researcher ran more than 1,700 queries on ChatGPT and mapped the information in the responses to create a "universe" of the content contained in the system. 

You can try the map out for yourself at Artificial Worldviews.

We have seen this time and time again. US citizens feel that the culture is divided and uncivil and disrespectful but that the workplace is a haven of sorts.

In market societal issues do affect behavior. Here we see that boycott (avoid) and buycott (support) are both tactics being used by Americans.

This won't affect pharma brand marketers too much as we tend not to weigh in on societal issues. However company PR teams can see that their campaigns can have an effect on over half of the population.