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title: Klick Wire
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|    View in Browser  Issue 510 April 25   22% Increase in Virtual Just the Data, Please 75% Emotional Rewards Email & Social Win 25% More Mobile 41% Overestimate     |
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|     HCP Engagement The COVID bounce sees virtual meetings stick Source: Indegene A new report from Indegene looks at the channels pharma uses to communicate with HCPs.   COVID Bounce   The COVID bounce wreaked havoc on in-person contacts, but they are now largely back (2) and conferences have squeaked by face-to-face Rep visits (1). The virtual meeting has remained sticky (3) post-COVID (it's not over yet -Ed.): Image adapted for email from Indegene source   Omnichannel Outperforms   In the report it shows a calculation that purports to calculate the best channel mix for a brand. While laudable, it seems to rely on a factor not easily measured "β is the relative impact of each channel toward new sales." Regardless, when they compared different omnichannel mixes to simple face-to-face with a rep only one digital-only mix made it above the line: Image adapted for email from Indegene source   It's hard to read, but "Remote Detailing + Phone Detailing + Rep-Triggered Emails + Newsletter" made the cut. Notice that F2F always benefited from other channels for that omnichannel "surround sound."  There is also some data from the Digitally-Savvy HCP from 2021 reprised in the report. Definitely worth a look for HCP marketers.  — Read the full story from Indegene         Market Research HCPs want data & expertise Source: World of DTC Marketing Richard Meyer over at the World of DTC Marketing blog says the group finished talking with 200 HCPs (we wonder if there will be a report on that activity). Two of the insights they bring back highlight doctors' thirst for data. Just the Data, Please   Meyer makes the point that doctors don't want your fancy charts, they want to see the data for themselves and have the time to study it.  Trust in pharma did not decline, but they don’t want to be told about the data via charts; they want the ability to read the data for themselves and talk to other HCPs about the data and drug.   MSLs Get Respect   While reps might have a hard time getting access, doctors do want access to brand MSLs. However, it seems that medical liaisons provide a lot of the value supplied \[sic\] they have some type of medical background and can talk to them peer to peer. They want more access to medical liaisons, including talking with them via video chats and email.   We hope there will be a more formal report, but even these insights are valuable for pharma marketers looking to improve their digital contact points with their HCP audiences. — Read the full story from World of DTC Marketing         HCP Opinions Top three satisfiers for HCPs are emotional rewards Source: Medscape Emotional Rewards   The survey doesn't just focus on pay, however. It also asks about other elements of the job. When asked about the most rewarding aspects of being a doctor, respondents started out with patient relationships: Image adapted for email from Medscape source   Nothing's Perfect   No job is perfect, however. Even if the average salary in 2022 is $368K for specialists there are still dissatisfiers: Image adapted for email from Medscape source   Paperwork Eats Time   The first dissatisfier, rules and regulations, often means one thing: paperwork. When asked how many hours per week they spent on paperwork, infectious disease specialists were almost at 20 hours: Image adapted for email from Medscape source   So physicians love having relationships with patients, but spend a lot of time with paperwork and other tasks. Pharma doesn't have direct control over this but showing some empathy with their situation will go a long way to building a connection. If you want to see the actual salary breakdowns and other data head on over to the Medscape slideshow. — Read the full story from Medscape         Prepare your PSP for the Future             The industry invests $14 billion per year on patient support services… is your investment paying off? Download this POV to find out more about how to empower your PSP to generate important outcomes evidence and ensure you are realizing the full potential of your investment.   Download POV       Insights Email and social win for ecommerce Source: Cheetah Digital Cheetah Digital worked with Econsultancy and created a massive study of global consumers. This data is valuable just on its own but the authors also broke out everything by region, and included raw results in the appendix. Kudos to the folks at Cheetah for this. Email and Social for eCommerce   Both email and social were popular with US consumers for online purchases. When asked if they had purchased from these sources the younger crowd said social and the older said email: Image adapted for email from Cheetah Digital source   In the report the authors try to paint social in a bad light and claim that US consumers are moving away from the platforms. While there is public discussion about social, usage has only increased and the net results still seem positive. Also, when you ask consumers if they trust most digital sources they say no, but if you ask if they use them they say yes. Mobile is Big in eCommerce   When asked if they had conducted these mobile activities, US respondents said yes. Mobile in-app purchases were strong as was in-store research when looking at products.  Image adapted for email from Cheetah Digital source   Loyalty Drivers   In a separate webinar based on the data, the company discussed US-based data on loyalty programs. Some of the satisfiers for these programs were: Image adapted for email from Cheetah Digital source   Loyalty Dissatisfiers   Balancing out the drivers were the dissatisfiers in loyalty programs. Misaligned content was number one highlighting that if you collect preferences you should really act on them: Image adapted for email from Cheetah Digital source   This report and webinar have good general consumer data for the US market. While we don't really put a lot of faith in consumers when they talk about trust, because convenience almost always wins, we do like the full data release that Cheetah includes. — Read the full story from Cheetah Digital         Mobile Mobile app time up 25% in US Source: data.ai The pandemic has driven more digital engagement on both desktop and mobile platforms. This data from data.ai (was App Annie) shows the growth of in-app time on mobile devices by country (Android only). Image adapted for email from data.ai source   Between Q1 2020 and Q1 2022 the US has seen 25% growth on an already near-saturated number. — Read the full story from data.ai         Metaverse 41% of executives overestimate the metaverse Source: eMarketer We're just saying it, the metaverse isn't here yet. A report from Accenture, reported in eMarketer, shows many C-suite executives think the metaverse will have a positive impact on their companies, ranging from minimal to transformational: Image adapted for email from eMarketer source   Can 41% of executives be wrong? You bet they can. First, we think these numbers are for execs who say the Metaverse will have a positive impact on their company. Second, we remember the hype around Second Life in the early 2000's with articles like this one: "No, Second Life is not overhyped." Spoiler: yes it was. However   That all said, the most accurate answer is "it depends." We don't have to jump from keyboard and mouse directly to an OASIS bodysuit to use the metaverse (though you can run a demo game from Steam). AR and VR can be incorporated slowly into our online experiences while adoption of both the hardware and methods of interactive change with Americans' comfort levels. Just don't expect it by 2025. — Read the full story from eMarketer         Social Media Slack as a social platform Source: Slack Slack had a webinar about it's product and how marketers can use it to improve communication in the work-from-home world in which we still find ourselves.  That was reasonably interesting but not what really sparked this story. This week we also saw a brand reach out for access to something it calls the "Coffee Shop." This is a Slack channel it runs for potential clients.  Image adapted for email from Slack source   This could have value for marketers wanting to have a communication vehicle for engaged audiences such as: Key opinion leaders (KOLs) Digital opinion leaders (DOLs) HCP panels Patient panels Ambassador groups Influencers More we're not even thinking of yet...   Start thinking of Slack more as a social platform than an internal tool and see where it takes you. — Read the full story from Slack         Media Mixed bag for ad quality in the US Source: IAS IAS released their global ad quality benchmarks report that features 20 countries and six verticals. The US saw a mixed bag, here are a few of the numbers: Viewability   Image adapted for email from IAS source   Fraud   Image adapted for email from IAS source   Risk   Image adapted for email from IAS source   If media quality is your thing pick up a copy of this report and available data from IAS. — Read the full story from IAS         Conntected TV Satellite media tours: Zoom on steroids Source: PR Week I admit it, I had to look up what a "Satellite Media Tour (SMT)" is (don't use personal pronouns -Ed.). In the modern world it's essentially a series of interviews conducted over Zoom, think of the hilariously infamous BBC example from 2017: Image adapted for email from PR Week source   A new report from D S Simon Media shows some fun differences between what producers and agencies want. Third-Party Spokespeople   Image adapted for email from PR Week source   Location   Image adapted for email from PR Week source   SMTs might be a better option from features on talk shows as they have a habit of generating FDA NOV letters. An expert will ensure they stay on the right side of the regulations. — Read the full story from PR Week         Search Power pages feed Google Source: MarketingProfs This article talks about Power Pages that are long scrolling pages that contain the same amount of content as a full website. These are thought to increase placement in Google ... but like all SEO tactics beware because Google always updates its algorithms to benefit users, not brands. The tactics discussed are: Informative Value: all killer no filler Attention to Detail: spend the time on fit and finish Expertise: make sure your content is unique Authoritative Domain: use a URL on the brand.com site Structure: make internal structure apparent (H1, H2, etc.) Emotional Response: make the design pop, pull in your HTML5 web-devs Promotion: use SEM to make it fly   You do want good design... but it's the last bullet that really gets the traction. — Read the full story from MarketingProfs         Social Media Are follows "vanity" metrics? Think again. Source: Sprout Social This story from Sprout is all about benchmarks, but don't get excited it doesn't have CPM, CTR, or HVA numbers for different industries. Sorry. Image adapted for email from Sprout Social source   It does have data on what users do who follow your property, however. This is a bit of a tautology in that yes, people who follow your property are more engaged, so they take more actions. Don't think that a Page Like campaign would produce similar results. — Read the full story from Sprout Social         Market Research Patients want engagement Source: TalkDesk A new report from TalkDesk looks at what patients want. To summarize they want attention. Patient support programs need to actually listen to their audience and reply. Image adapted for email from TalkDesk source   When looking at these support programs don't forget the patients themselves. Don't dump them into an impersonal form, make sure your telephone and digital contact points meet their expectations and only ask for the information you plan on acting on. — Read the full story from TalkDesk         FDA Roundup Stories from and about the FDA Drugs containing nanomaterials: FDA finalizes 2017 guidance with several changes     As FDA offers breakthrough designation to device makers, patients and providers are left with questions     Report on the Performance of Drugs and Biologics Firms in Conducting Postmarketing Requirements and Commitments for Fiscal Year 2020     Annual Patient Engagement & Regenerative Medicine Meeting 2022: An FDA CBER Workshop for Patient Advocates     Announcing Virtual Patient Engagement Advisory Committee (PEAC) Meeting to Discuss Augmented Reality (AR) and Virtual Reality (VR)               Klick Ideas Exchange   — idx.klick.com     Bringing the future of health to life   Great ideas shouldn't be kept to themselves and Klick Ideas Exchange (IDX) is our way of sharing that vision with you.   — Browse all ideas                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. 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