In a DHC webinar last week Matt Walsh, GM of biopharma for ixlayer presented data from them and the DHC. This survey was of 37 pharma marketers, so a small group but essentially our peers.

Direct to Patient programs, often growing out of CoPay beginnings, are getting more popular for brands. Only 6% have no plans at all for DTP.

At least in select categories, pharma marketers see DTP as the future. 44% of respondents said some conditions will feature them and another 50% said most will.

The respondents agree that its the patient experience that matters in DTP programs. 

In April ixlayer asked patients what they want from pharma, and the message was clear: financial support. Marketers have heard this loud and clear and the two top features in current DTP programs are aligned.

Check out this report from ixlayer and DHC to see what your peers are thinking about with DTP programs.

A new report from ZS looks at four conditions and the price of drugs in those conditions:

This report looks at how price can vary from the average sales price (ASP). These disparities create incentives for providers to prefer certain patient types or sites of care, which can directly influence uptake and patient access.

The report looks at regions, provider types, and payers to find the variances. Interestingly, the breakdown of provider types doesn't vary that much by condition for these specialty drugs (likely on purpose for the ZS analysis).

Last week saw 11 more untitled letters posted on the FDA website. These were mostly dated September 9th, indicating that the full list of those letters may take a while to make it online.

Most of the letters were about HCP websites, but some other materials were in the mix.

The TV ad was an outlier, a letter dated September 23rd rather than 9th so likely not part of the larger stream. Click through to read the full evolving Klick POV.  

YouGov tracks brand perceptions on its own scale with top scores in the high 30's. When asked about pharma's value, US adults have fairly low scores, with Gen X particularly unimpressed. 

That said, something caused Gen Z and Millennials to become disillusioned with the industry around June and their scores plummeted. 

The report also talks about where US adults get their health information. The doctor is the top choice with non-Gen Z generations saying websites next. Social media makes a strong showing for that generation while it remains modest for others.

This IAB report came out in July but it's got pharma-specific data so it's worth a revisit (meaning you missed it when it came out -Ed.).

Pharma and wellness both grew 19% surpassed only by B2B at 22%. 

We're not sure how the IAB separates out short form social video from other advertising on the platforms, but they claim to. That spend is shown as slightly higher than CTV.

Just over half of those surveyed said they were already using GenAI in their video production (creation or enhancements).

The top reason for using GenAI is to make different versions of the same video for different audiences. There is a lot of experimentation going on as shown by the high number of reasons being cited.

For video-first marketers the report is worth a look, even with the methodology caveat. A free IAB account is all that's needed to download.

Pew Research asked their American Trends Panel about news consumption and got data from 5,153 adults. 

Like most activities, even watching TV, news has gone digital. This report from last week shows that, except for the 65+ age group, digital surpasses TV. 

Notice radio's bump among working-age commuters though.

The top three sources that respondents use for news "often" are websites or apps, social, and search.

Social and search are neck-and-neck in this race and the top three channels seem to be losing some audience to newsletters and AI chatbots.

This chart shows the portion of the audience on different platforms that regularly use them for news. This is not total population, to see that chart look at the Social Media and News Factsheet from Pew.

Facebook and YouTube don't win for most-news-oriented audiences, but they do win for most Americans getting news because of their much larger reach.

With the inclusion of Instagram to the 3 billion club, Meta now has three platforms that reach 3 billion or more global users monthly. 

The company is also making small changes to the interface and updating the Reels feature to allow more user control of followed topics.

For anyone using Instagram or Reels for their brand, these small changes won't trigger a resubmission, but you'll want to make sure your current templates are updated.

TikTok seems to be saved, permanently this time. The Chinese and American governments have come to an agreement with the company valued at $14 billion and the ownership split.

Some of the leading financial figures highlighted during the press conference focus on technology and news. Many more investors are involved but these are the "big names."

The algorithm is apparently going to be "retrained" and the continued popularity of the app will likely depend on the outcome of that. Will users care about the new ownership? Likely not unless it materially changes the day-to-day experience.

Gallup asked 3,128 US adults about current AI trends in early May and found that the vast majority want to take a more cautious approach to AI. 

However, as is so often the case, they also want to eat their cake, too. 

Those that feel that the feel this is "very important" skews older.

Ipsos' 9th global trends issue is out and it covers a lot of ground. We are going to focus on the health segment where individual control takes center stage.

Also, mental health has risen in importance, nearly equaling physical health. Comparing "I need to do more to look after..." statements we see a balancing.

This report also looks at society, technology, economics, environment, and politics but at a fairly high level. If trends are what you like, check this out.

Canva commissioned the Harris Poll to find out how much more effective designed assets are than non-designed. It's not surprising that they are more effective but it's great to have numbers for it (says the non-designer -Ed.).

Documents get more of a bump, likely because they are coming from a more non-visual place than presentations. This chart is the increase in the criteria over non-designed assets.

Likewise, respondents see benefits in visually-designed assets and see the skills as important for all levels in the organization.

Obviously, this data is from the "helps-you-design" company, but still we've all seen assets that just "look good" and they do communicate better.

Health, followed closely by family, is the top value held by Americans. Money is in the mix but in third place.