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title: Klick Wire
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Healthcare employees get updates via email ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­    ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­  

                                                           

|    Sign Up Today   View in Browser  Issue 734 September 28   50% Would Use AI for Health 80% of Skeptics Trust HCP 30% Push to be Heard Healthcare not Discretionary Trust Deficit 49% Use AI for Health     |
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|     Consumer Health 50% likely to use AI for healthcare Source: VML VML surveyed 28,000 consumers across 17 countries, surveyed May–June 2026. This data set is somewhat biased as 95% had shopped online in the previous month. 50% Would Use AI for Healthcare   Our industry sits at number four of 17 for use of AI. Chart created from data in VML source   Pharmacies Control the Drug Journey   When asked where they found Inspiration, Search (consideration), and Purchase for pharmaceuticals, it was no contest, consumers said the pharmacy. Notice this was both the physical store and the online pharmacies. Chart created from data in VML source   ChatGPT Still #1 But Others Closing In   No AI report is complete without a leaderboard and this one shows Gemini nipping at ChatGPT's heels. Other reports have looked at subsets of audiences based on work, this one is based on ecommerce use. Chart created from data in VML source   For tons of data and pharma identified as a discrete market, grab a copy of this report. — Read the full story from VML         Patient Research HCP skepticism goes UP with education Source: Edelman A new report from Edelman is based on its surveys of 12,998 respondents across 13 countries. This cut is in partnership with Yale and looks at how patients make decisions in an information-saturated environment. A Note About Methodology   The way that the researchers differentiated patients was by how many "divisive" health claims they believed. Unfortunately, the researchers included the claim "Animal protein is healthier than plant-based" in their "divisive" list. This is unfortunate because it has a much more "it depends" answer than the others. This answer requires more thought and weighing of possibilities than the others (vaccines, etc.). So, it will have the effect that the middle slot of "1-2" questioned items will be elevated compared with if they left that item out (see the report for full wordings). Chart created from data in Edelman source   Everyone Trusts Their Doctor   Even those who agreed with 3+ of the divisive health claims still say their doctor influences their health decisions. The difference is how much they allow other sources to do the same. Chart created from data in Edelman source   49% Say AI Can Do Some Things As Well As Doctors   Almost half of the population, and 59% of those 18-34, say that AI is as good as doctors at some (not all) things. Higher education also correlates with more confidence in AI. Image adapted for email from Edelman source   In-Person Network Edges Out Social Media   When asked where they get information on health topics when they disregard their doctor, the different groups all turn to family and friends first. Social media isn't far behind, however. Chart created from data in Edelman source   The report shows the breakdown of divisive beliefs for the 3+ cohort on page 14. If anyone from Edelman wants to dispute my claim about data skew above, just send me the same data for the 1-2 cohort (let it go -Ed.). — Read the full story from Edelman         Health Inequality 30% of women have to push to be taken seriously Source: Gallup A new report from Gallup is based on a survey of 3,845 US female and 1,296 US male adults fielded in July. The report looks at the state of women's health in the US. 30% Have to Push to Be Heard   Women face systemic issues in the health system where their issues may be dismissed without proper consideration. 30% say they have had to push to be heard, and that number rises to 40% for those aged 18-34. Image adapted for email from Gallup source   58% Get Contraception Information from Social Media   This isn't necessarily bad, there are some educated and influential people with good information on social media. However, it is not as trusted as HCPs, who hold a strong first position at 82%. Image adapted for email from Gallup source   Social media information needs to be checked, however. It is the top source of misinformation according to women who have looked for contraception information. Image adapted for email from Gallup source   Menopause is Under Communicated   So, apparently doctors are fine talking about contraception but end up fourth on the list, after social media, for menopause.  Image adapted for email from Gallup source   For a robust look at the state of women's health, get a copy of this report. — Read the full story from Gallup         Six years of Klick submission data, across more than 40,000 reviews and 110 pharmaceutical clients, show that MLR friction often reflects process design, not regulatory complexity alone. Examine what changes when regulatory expertise enters content development earlier and how Klick Guardrail™ scales that model across brands and markets.   Read the article       Market Research Healthcare is not discretionary spending Source: EY A survey in June of 1,500 Americans looks at their financial situations and outlooks. Most of this report is on consumers and their spending but healthcare marketers will be interested to see where our industry compares to others. Healthcare is not Personal Care   When healthcare is not in data sets we will often look to "personal care" or "wellness" as a proxy. This chart shows that the comparison is not necessarily a great one. We won't stop doing it, but it's wise to keep in mind that it is not accurate when it comes to spending. Image adapted for email from EY source   61% are Concerned With Health Spending   Nearly two-thirds of Americans worry about their healthcare spending, a similar number to transportation, investments, and housing. Image adapted for email from EY source   33% Say They Can't Cut Any Healthcare Spend   When asked where they could cut spending, Americans are reasonably optimistic. Note that the light grey is "not applicable" so 67% aren't spending on childcare at the moment. Only 22% said N/A for healthcare though, indicating that 78% have some family healthcare spending they need to account for. Image adapted for email from EY source   A significant number, 50%, said they could cut some healthcare spending, but 33%, the second largest number, said they couldn't cut any. This likely shows the bifurcation of discretionary vs. necessary healthcare spending. — Read the full story from EY           Healthcare Strategy Healthcare employers overestimate trust Source: Workforce Edge Workforce Edge surveyed a range of workers in healthcare organizations to get a read on their current employment statuses. The research is based on surveys of 1,514 "healthcare employees" with HCPs and allied health making up 40% of the survey and 60% other professions. The survey also included data from 304 hiring managers in healthcare companies. The wide net means we can't use this for gauging doctors' or nurses' opinions but can get an overall impression of the healthcare workforce. The group included raw data, our favorite, so we have used this for our insights. Trust is Lower Than Expected Across All Categories   When comparing trust employers expect and that which employees feel, there is a gap across all measures. Chart created from data in Workforce Edge source data   The biggest gaps are mostly in the trust that the employer will look out for them, but this has been true since the 90's. The bigger story is the gap in trust implementation of AI. Here, 24% fewer employees agreed. Important Skills Shows Candidate Selection Dilution   Because the researchers cast such a wide net, and only got 40% HCP-related respondents, this data on skills needed in 5 years is light on the medical side. Interesting, perhaps, is that employees put telehealth skills above AI in the ranking. Here, the main disconnect is in AI integration and workflow.  Chart created from data in Workforce Edge source data   Care Quality and Loss of Connection Top AI Worries   When asked about their worries for AI, employees started with over-reliance and lack of patient connection. This seems to indicate that the workers see these tools as easy to use and are worried they become a trap.  Chart created from data in Workforce Edge source data   Email is How Healthcare Employees Learn of Events   Final chart,  though there is a lot more data in the sources. Here, we want to reinforce the daily habit of email. It is still the top way that employees learn about education opportunities.  Chart created from data in Workforce Edge source data   — Read the full story from Workforce Edge         GenAI in Healthcare 49% of Americans turn to AI for health advice Source: eMarketer When Americans are looking to AI for guidance, the top topic is health above all others: Image adapted for email from eMarketer source   The report also reports some other data: 75 million Americans will use GenAI for health by 2030 49% of AI health users seek information weekly+ 70% of AI health users have brought AI-generated health material to a medical appointment   The full report is paywalled. Either sign up for Emarketer or talk with your Klick Rep. — Read the full story from eMarketer         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       Insurance & Cost AI increases provider billing by almost $1 billion; BCBS Source: Blue Cross Blue Shield A study of provider billings showed that increased use of AI bumped patient costs by $942 million. 70%, or more than $650 million, were attributed to secondary diagnoses that were reimbursed at higher rates. “If patients are truly sicker, we'd expect to see more treatment,” said Luke Chalker, BCBSA’s senior vice president of product and data science. “For example, we're seeing significantly more anemia diagnoses at these hospitals without a corresponding increase in transfusions. The disconnect between diagnoses and treatment suggests that AI is identifying more billable conditions, not sicker patients.”    It is a safe bet that findings like this will feed insurers' efforts to implement prior authorizations that HCPs say cause patient harm. Meanwhile, the AMA President John Whyte, M.D., wrote a letter to the FDA imploring them to keep its commitment to electronic prior authorizations in 2027. “This is a catch-22: physicians are portrayed as unwilling to use ePA, yet physicians are not receiving needed education and support from health plan and EHR developer partners, which perpetuates physician ‘unwillingness,’ and so on,” Whyte wrote. “This is a manufactured problem created to justify a delay.”   All of this shows that AI is having effects on the patient-provider-insurance financial integrations that won't settle into a "new norm" for a while yet. — Read the full story from Blue Cross Blue Shield         Streaming Video Streaming services hit 370 in US after consolidation Source: Parks Associates There are a lot more streaming services than you may think (don't tell the audience what they think -Ed.). Even after 10 phased out in Q2 2026 and two new ones started there are 370 active services in the US. This number has grown over the years but plateaued after 2022. Image adapted for email from Parks Associates source   — Read the full story from Parks Associates         Global High income countries to experience HCP attrition Source: WHO Doctors are older in high income countries than others, according to data from the World Health Organization (WHO). This isn't really news, but the scale of the difference is perhaps larger than expected. Image adapted for email from WHO source   With these older HCPs, and aging populations, high-income countries will experience larger shortfalls in staffing and services. — Read the full story from WHO         GenAI / LLM Use Meta Muse AI app reaches #1 spot on iOS and Google Source: TechCrunch Meta's new Muse AI reached #1 in both the iOS and Google Play US app stores on September 20.  Image adapted for email from TechCrunch source   The app also surpassed one million downloads on September 18, 10 days after launch.  Image adapted for email from TechCrunch source   There is a browser app as well, of course, which can be accessed via email or phone number. It will be interesting to see how much free access Meta gives away before trying to pivot users to paid tiers. — Read the full story from TechCrunch         eCommerce TikTok for discovery, Google for comparison Source: Viral Nation Viral Nation worked with Emarketer to survey 1,068 US consumers in June 2026 about their product discovery, selection, and purchasing habits.  Brand Content Comes First   When asked how they discover new products, consumers said "brand." This is obviously advertising as stumbling upon a website or social account is extremely unlikely. Image adapted for email from Viral Nation source   The top channel changes over the purchase journey as well. Discovery favors TikTok while consideration and review favors Google. Chart created from data in Viral Nation source   — Read the full story from Viral Nation         Robot Assistants The final story... is robots! Source: Statista Statista has this chart that shows investments in humanoid robots is exploding. This chart only goes to H1 2026 and it's already far ahead of 2025. Image adapted for email from Statista source   — Read the full story from Statista         Regulatory Roundup Stories from and about the FDA FDA’s Drug Registration and Listing Workshop: Compliance, Regulatory, and Submission Updates -- Tuesday, September 29, 2026 (PDF)     ublic Workshop: Evaluating Benefit-Risk in Robotic Medical Devices with Autonomous or Remote Teleoperation Capabilities -- December 2 - 3, 2026     Robotically-Assisted Surgical Devices - Premarket Submissions     Artificial Intelligence-Enabled Medical Devices     Augmented Reality and Virtual Reality in Medical Devices     OPDP NOV letters                  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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