A new report by Dentsu polls 1,000 Americans for their opinions about healthcare and pharmaceuticals. 

It's not surprising to see, but we want to highlight that the only group that got more than 50% with patients re: trust is the primary physician, even specialists were down at 30%. This question is asking who has the patient's best interests at heart rather than do you trust the advice. It shows the only relationship with high trust is with the primary physician. 

Here we see that the sources of influence for a patient follow their perceived trust pretty well.

We assume it's a "friend or family member" in the above chart, otherwise that's a bit too specific.

This next chart has low values across the board so we're not sure what to make of that. Regardless, in terms of attributes patients are looking for in therapy information it was facts and safety information at the top of the list.

This report has a lot of data included. We wish they had charted more of it for easier scanning but it's still a good source of patient insight.

The Physicians Foundation is running a series of three reports in the series "2022 Survey of America’s Physicians." The first examines the current impact of social drivers of health (SDOH) on physician practice.

This chart is hard to read at email scale, but 71% of physicians say they "experience feelings of stress or frustration" weekly or more often because they have limited time to help patients with SDOH.

Administrative overhead is the bane of HCPs lives. Here 76% of respondents say admin burden "significantly contributes" to feelings of burnout. 

This report doesn't directly look at HCPs work with pharma companies but it is important reading for marketers to understand how the rest of their environment is burning them out. 

Three pharma companies made the RepTrak global brands rankings this year:

The logos are pretty low res but you can download the full report to see them. One area in which pharma brands excelled was Environmental / Social / Governance (ESG) where we made the top three across the board:

These types of reports are pretty high-level but make for interesting reading, especially the "Millennials don't understand GenZ" segment.

Harris Poll has looked at how Americans are spending in Q1 and part of their research included both healthcare and wellness and personal care. 

More Americans are spending on wellness than healthcare, but not much more and the gap closes the older you get:

The channels used for this healthcare and wellness spend start with in-store but online is a consistent 30+%.

This is a good report to see how Americans are spending in 2022 and it includes some health topics.

Americans overwhelmingly believe that science is good for society. 

This is a clear indication that pharma brands can use science messages (as well as aspirational) in their content. 

A new paper in the Journal of Medical Internet Research (JMIR) shows that younger patients will respond to an exercise program with these parameters:

When asked how they liked the program, the results were positive. While these measures really shouldn't be on the same chart as they are very different we did it anyway and show the absolute value plus the percent of scale:

The results were positive:

Netline released a report on its system's usage by B2B marketers and content consumers. For this story remember it's about B2B ... the reason will become apparent in a moment.

Pharma and biotech is the top industry for B2B content growth with 22.42% more likely to consume YOY according to the NetLine report. The Healthcare industry group as a whole was number two right behind Corporate Services:

While our industry grew a lot, let's be clear, we're middle of the pack in terms of total content consumption:

The eBook crushed other formats, including reports. If your audience craves real knowledge, call your report an eBook (opportunistic, but I like it -Ed.).

This is why context matters. For B2B content consumers, who obviously are doing a lot of their research during work hours, desktop absolutely crushes mobile:

For marketers looking to appeal to B2B audiences this is a great report ... I mean eBook.

Some medical debt will no longer be included in TransUnion, Equifax, and Experian credit reports come this summer according to a report. This will help many Americans keep their financial health while dealing with surprise or unavoidable medical bills.

This story from CNBC Select also refers to a very good report from the Consumer Financial Protection Bureau released in February. In that report you'll find quantitative and qualitative insights such as this quote:

In the report is the portion of the population that has healthcare-related credit notes on their profile. In the report the Right to Work states had an average of 2.65% while the others had an average of 0.80%. The range of values across all states was:

We felt like listing the states wasn't necessary.  The amounts range from ten percent of the population to almost zero. You can look up your state in the CFPB report Medical Debt Burden in the United States.

The viewers of OTT video are portrayed as younger in this eMarketer story but looking at the charts they are much more aligned with traditional pharma audiences. For both Disney+ and Netflix the 35-44 age group is higher than 18-24.

Something to keep in mind for your online video campaigns.

It looks like Twitter wants to follow Facebook and Instagram by introducing the ability for brands to collaborate with influencers on Tweets. By including both handles on the content brands can leverage the influencer's audience and authenticity for their content.

No word on when it might be released for general usage but we'll keep an eye on it. Marketers interested in working with Influencers could use this.

Learfield has a study on female sports fans. This demographic makes up a substantial portion of fans for some sports. The report included engagement rates of these fans in three social networks for four sports. 

For some brands women's basketball may present an opportunity for niche targeting.

Two things have driven the humble QR-code to prominence: COVID and technology. At SXSW Paramount+ TV promoted its series Halo with drone-created QR codes in the night sky:

The technology is now built into iOS and Android phones so the main previous hurdle for them is gone and marketers can more easily refer to the digital world from the physical one.

Also last week in MM+M was a story on 10 YouTube doctors (yes, one more than our collage):