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title: Klick Wire
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88% also say that providers must disclose AI use ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­    ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­  

                                                           

|    Sign Up Today   View in Browser  Issue 730 August 31   59% Risk Moral Injury 86% Get Answer ??? 95% Users Like Health LLMs 88% Want AI Disclosed 90% On YouTube Daily 62% Worry About Cost     |
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|     HCP Opinions 59% of HCPs pressured to keep patients in-network Source: Physicians Advocacy Institute The PAI surveyed 1,003 employed US physicians (not in self-owned practice) April 14 to May 4, 2026 to see what the working conditions were like. They uncovered some substantial disconnects. Physicians Face Moral Injury With In-Network Rules   Of the surveyed doctors who were employed by hospitals, health systems or insurance companies the risk of moral injury is high. Two standout stats from this report are how many physicians are told, implicitly or explicitly, to refer patients in-network. Image adapted for email from Physicians Advocacy Institute source   Those employed by a health insurance company face the highest barriers. Image adapted for email from Physicians Advocacy Institute source   76% Say Prior Authorizations Delay Treatment   It's no secret that HCPs hate Prior Authorizations (for example, this Wire article from 2022) and 76% say they delay treatment, among other patient risks. Image adapted for email from Physicians Advocacy Institute source   Notice 60% have their clinical recommendations overruled by PAs. This also feeds into the moral injury we talked about above. Time spent on this work adds up. 32% say 4+ hours per week (technically 3+ but the average of the group is 4) on PA overhead. Chart created from data in PAI source   73% Say Patients Can't Get Timely Appointments   A third factor aggravating physicians is trouble getting their patients appointments. In general, 73% say this happens frequently. Image adapted for email from Physicians Advocacy Institute source   And when a patient needs an urgent 48-hour referral delays still happen too often. Chart created from data in PAI source   We have shown a lot of the stress factors that are affecting physicians in 2026 but there are many more in this study. Grab a copy to enhance your understanding of your physician audiences. Because this report includes all of the source data and not just cherry-picked stats it gets the coveted, and apparently valuable, Must Download award (not a real thing -Ed.). Image adapted for email from Physicians Advocacy Institute source   — Read the full story from Physicians Advocacy Institute         Patient Research Use multiple question marks to get an answer Source: JAMA Network A paper in the Journal of the AMA looks at EHR responses to patient messages and the differences in response rates. The paper shows differences by race and ethnicity on the order of 3.7% but also by different text elements in the messages themselves.  Overall, 77.5% of patient messages get a reply. Chart from data in JAMA source   The elements used in messages could have significant impact on whether a message got a reply. Questions that address the clinician and are of medium length got the most responses. Image adapted for email from JAMA Network source   — Read the full story from JAMA Network         Patient Research 95% who use LLMs for health say they are helpful Source: Pew Research A new study from Pew Research surveyed 3,488 U.S. adults from June 22 to 28 to find out how they use AI chatbots for health. Interestingly, they found 34% ever use AI chatbots for health purposes, lower than the 41% they found in April. 34% for Any Reason, 28% for Speed, 22% for Cost   There are many reasons for using LLMs for health topics, and it's important to note that these numbers are representative of the entire population, not just those with a health condition. When asked if they had ever used an LLM for these reasons, Americans answered: Image adapted for email from Pew Research source   95% Say They Are Helpful, 47% Very/Extremely So   Not everyone is using LLMs for health topics, but of those that are 95% say they are helpful. Image adapted for email from Pew Research source   Considering that health information from other people isn't that reliable either, this is a good result. Trust Weighs on Usage   Even of those who do use LLMs for health topics, comfort with sharing their own data is limited. 71% are reasonably comfortable, which makes sense for the subgroup, but 26% are not. Image adapted for email from Pew Research source   Considering this is the 34% subset that use LLMs for health, that's a point of friction for further growth. The full report has breakdowns by demographic that can help marketers decide how much to push AI for their audiences. — Read the full story from Pew Research         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       AI in Healthcare 88% say it's important for HCP to disclose AI use Source: Pew Research This is a rare week where we put out two stories from the same source. Pew Research revealed what Americans think about AI use in their healthcare.  90% of 50+ Say AI Must be Disclosed   If an HCP's health system is using Epic's new AI tools, Americans of all ages expect them to disclose that fact.  Chart created from data in Pew Research source   American Patients May Feel Lied To   Providers need to get ahead of this problem before it grows. Currently, Americans put their doctors at the top of their healthcare trust ranking. With many not knowing or suspecting that AI may have been used without disclosure in their healthcare, that number could erode. Image adapted for email from Pew Research source   — Read the full story from Pew Research           Market Research 90% of Americans engage on YouTube daily Source: Attest A new report from Attest is based on a survey of 1,000 US adults fielded in June which looks at how media is consumed in 2026.  90% Use YouTube Daily   Technically, the question is "a typical weekday" but still that's basically daily. YouTube takes a solid lead here at an astonishing 90%. Chart created from data in Attest source   YouTube's win is even with Meta's Facebook and Instagram combined. Streaming Wins by Only Three Minutes   Streaming services, which are essentially all long-form content, manage only a three minute win over YouTube. We know where our money is for 2027. Chart created from data in Attest source   Gen Z Takes the Content Consumption Win   A substantial portion of Gen Z are still in school so it's not surprising they read more, but still, good on them.  Image adapted for email from Attest source   They also just edge out Millennials for video. And when it comes to YouTube, our daily favorite, no one can touch them. Chart created from data in Attest source   There is a lot more in the Attest report, we just kept it to the top line numbers for your next media planning deck. — Read the full story from Attest         Insurance & Cost 62% of Americans worried about health care costs Source: KFF Healthcare costs are the top economic issue on Americans' minds as they head into the mid-terms. Gas, rent, and food are all close behind but health is at the top. Anyone familiar with the interplay of government programs, blended programs like Medicare Advantage, insurers, PBMs, providers both for- and non-profit, pharma, and medtech knows that the issues are deep-seated. This makes for a minefield for politicians. Image adapted for email from KFF source   Inside of Health, Cost is Worry #1   When approached from just the health side, costs are still the top issue. The affordability of other programs such as Medicare and Medicaid are also high on the list. Image adapted for email from KFF source   — Read the full story from KFF         The APAC region is one of the most complex global healthcare regions: diverse, tightly regulated, and changing faster than global playbooks can keep up. In Klick’s latest perspective, it explores how healthcare brands can balance global strategy with local relevance across Asia-Pacific. Discover how healthcare organizations are moving with greater speed, fluency, and confidence.   Read POV Now       GenAI / LLM Use Beware AI bubble, 54% marketing vs. 20% average Source: Cumulus Cumulus, the radio marketing group, released a report on how audio audiences are awesome for AI. That's nice and all, but instead we pulled some of the general stats that aren't audio-related. Marketers Use More AI   Compared to the average American, marketers use around 2x more AI.  Chart created from data in Cumulus source   That said, 49% of the US population uses AI for personal or work purposes and considering the LLM race started in November, 2023 (coming up on three years) that's impressive penetration. Marketers' Sentiment Skews Higher   Along with higher usage comes more positive sentiment. When asked about different emotions related to AI, Marketers were predominantly positive while the general population was dominantly negative. Chart created from data in Cumulus source   ChatGPT is #2?   This finding puzzles us. Gemini overtook ChatGPT among those who use AI at 30% of users compared to 28% for the OpenAI product. Image adapted for email from Cumulus source   We're not sure if perhaps Gemini was introduced as "Google Gemini" or something like that which could trigger brand awareness. Otherwise, it's just a mystery. — Read the full story from Cumulus         mHealth 23% of HCPs say patients want guidance on data Source: eMarketer A study of 2,222 citizens of six countries (the US, UK, Canada, France, Germany, and Spain) shows that data interpretation is their top question for their doctors. Image adapted for email from eMarketer source   Still, these numbers are fairly low. Just under one-quarter of HCPs see patients weekly who look for this guidance. And if you consider the number of patients each doctor sees, that ends up being a small number of the patient population. it's unclear if patients simply know what the data mean or if they don't want to bring up the wearable data with their providers. — Read the full story from eMarketer         Token Economics Epic's AI downside: unpredictable Token costs Source: Beckers In Becker's Health IT there is an article about Epic AI tools and their unpredictable costs relating to Token usage. “The other piece that I think is interesting right now is all the consumption-based AI costs with Epic and others, and how we in healthcare figure out how to plan for that,” Amy Trainor, BSN, RN, vice president and CIO of New Orleans-based Ochsner Health, told Becker’s at Epic’s headquarters in Verona, Wis. “It’s so variable that we’ve got to really sit down \[and\] make sure we have accountable people to understand: Are we getting the ROI and benefit from each of these pieces of AI? … That’s a whole new function of accountability and job function that just doesn’t exist today.”   — Read the full story from Beckers         Healthcare Strategy WebMD Ignite partners on rural health Source: Fierce Healthcare WebMD Ignite is an offering from the health information service that looks to help providers stand up digital offerings quickly. WebMD Ignite teamed up with CCS Health and Medicine for the Greater Good to launch the Collaborative Care Network (CCN), which the organizations describe as a locally governed, community-led platform designed to strengthen rural healthcare by coordinating providers, public health agencies, employers and community organizations around shared goals and outcomes.   This partnership is leveraging WebMD's Health Education and Access for Rural Transformation (HEART) project to reach out to States. "HEART was designed to help states move quickly from funding to action by reaching people where they are, helping them understand their options and connecting them to care. The Collaborative Care Network extends that idea by strengthening what happens on the other side of that connection. It brings together clinical organizations, community partners and technology so that when we identify a need, there is a more coordinated path to address it," WebMD Ignite President Ann Bilyew told Fierce Healthcare.   — Read the full story from Fierce Healthcare         Generations 71% of high school Gen Z comfortable with questions Source: Gallup This survey is of the youngest Gen-Z generation who are 14+ and in high school. It doesn't get into health but does look at the kids' relationship with school and teachers.  Image adapted for email from Gallup source   — Read the full story from Gallup         Regulatory PA disclosure rules for non-drug items & services Source: HealthLeaders After objections raised by the AMA over "malicious compliance" from insurers, CMS has updated it's Prior Authorization Metrics Reporting (PDF) rules. The egregious activities included shenanigans such as unclear code lists that ran to 832 pages. The four updates are: Public access: PA disclosures must be accessible without a login and easy to find on the payer’s website Complete lists: Payers must identify every medical item and service requiring PA Plain language: Procedure codes alone are insufficient; lists should include service categories, descriptions, CPT codes, and machine-readable data Clear metrics: Response times must specify units, use hours for periods under one day, and disclose known data limitations   These rules are for items and services only, drugs are excluded. PA rules for drugs are set to begin March 31, 2028 for the 2027 time period.  — Read the full story from HealthLeaders         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)     FDA READI-Home Innovation Challenge: Reducing Readmissions through Device Innovation for the Home     Investigational drug materials too promotional -- Congress booth and handout                  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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