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Issue 562
May 8
HCP Engagement
76% of HCPs prefer email
Source: Healthlink Dimensions

According to a new report from Healthlink Dimensions, HCP marketers need to focus on email for their audiences. While omnichannel is still important, consider these numbers when deciding where to put focus in the channel spread.

Healthlink surveyed 87 physicians, NPs, and PAs to gather this data. The relatively low "n" on the survey makes us worried about small differences in the data but not for the main findings. 

Email Wins With HCPs

When it comes to receiving industry information it's no contest, email wins. In fact email is more than 2.5x more popular than in-office Rep visits. And don't even think about calling on the (smart)phone. 

Chart created from data in Healthlink Dimensions report
What Have I Got in My Pocket?*

The screens on which HCPs read these emails are varied, but the smartphone in the pocket is number one. Marketers need to ensure their emails format well on these smaller displays and resist the urge to create elaborate layouts (or use good device-dependent techniques). 

Chart created from data in Healthlink Dimensions report

* Yes, that is a Lord of the Rings reference.

CME, Then Data

It's no surprise that HCPs want credit-awarding continuing medical education... but they rarely get it from industry. It's hard to find a way to create legitimate CME when coming from a brand perspective. 

Image adapted for email from Healthlink Dimensions source

The next two preferences, however, are popular with HCP marketers and essentially tell us we're largely on track. 

But don't waste HCPs' time. 78% of HCPs are spending between 30-60 minutes a day on professional information after hours and the Healthlink Dimensions report also highlights what HCPs don't want to hear about (opinion pieces top the list).

UpToDate Popular in 2023

When it comes to information sources for therapeutic products or disease information, UpToDate took the top spot this year. 

Chart created from data in Healthlink Dimensions report

The report highlights that last year Medscape was on top, being chosen by 70% of the respondents. This reinforces our concern about the low "n" value of 87 respondents as that can cause higher variability in the data. 

To reinforce our main point, however, email is still the clear winner in HCP communications.

This report from Healthlink Dimensions is excellent and contains data and charts on every page. For that reason we give it the much-coveted "must download" award.

The industry's most obscure award

Read the full story from Healthlink Dimensions
AI in Healthcare
ChatGPT 10x better "bedside manner" than HCPs
Source: JAMA Network

Researchers evaluated 195 exhanges on Reddit's "Ask a Doctor" forum and compared the human answers to those generated by ChatGPT. In the evaluations regarding quality it wasn't even close.

If you're triggered by the use of Reddit, don't worry we cover that below (don't talk to the reader -Ed.).

The Results

Evaluators preferred the ChatGPT responses to Reddit HCPs in 78.6% of the 585 total evaluations (595/195 = 3.05 ... so there were three evaluators?).

We charted the comparative responses of Good (good or very good) and Empathetic (empathetic or very empathetic) from the evaluators and ChatGPT destroyed the human (theoretically) Reddit HCPs. 

Chart created from data in JAMA investigation
About Reddit

Reddit is not a hospital or clinic. The "Ask a Doctor" subreddit does make efforts to validate true HCPs based on credentials but it's difficult to evaluate the skill of the person answering the question. The amount of toxicity from the general audience makes the "filter by flair" set to physician almost mandatory. 

Image adapted for email from Reddit r/AskDocs

Normally, we would expect doctors to be curt or abrupt because they are busy, however these are voluntary exchanges on an open forum so that constraint does not seem to apply.

Are answers on Reddit by doctors a good substitute for in-clinic or even telemedicine responses? We're not sure. But for this test at least they got trounced by ChatGPT.

Read the full story from JAMA Network
TikTok goes premium, passing Instagram?
Source: Reuters

While Elon Musk's Twitter is trying to be the world's "digital town square" by eliminating the platform's trust council TikTok is taking a decidedly different approach for advertisers. It is introducing Pulse with premium publishers.

The new offering shares ad revenue 50/50 with these publishers which seems like a win-win. Advertisers get safe, high-quality surrounding content and producers get revenue from their efforts

The social media platform said brands including Buzzfeed, DotDash Meredith, NBCUniversal, UFC and WWE will be the first to join at the launch of the product called Pulse Premiere on May 4.

TikTok Passing Instagram?

But wait, there's more. According to TikTok's numbers their monthly active users (MAUs) for the US now sit at 150 million in March while those from Meltwater show Instagram at 143. 

Chart created from Reuters (TikTok) and Statista (Instagram) data

Read the full story from Reuters
What’s Next for TikTok?

Wondering why TikTok has become so influential in healthcare social media? Or what the platform’s legal troubles could mean for life sciences marketing moving forward? Discover these answers and more in Klick Media’s latest POV. 

Download POV
Pharma reputation keeps rising with actual patients
Source: PatientView

As we've shown before, patients value pharma much higher than the general population. This report provides another data point for that argument, a new report from PatientView based on its Corporate Reputation of Pharma survey.

This survey is pretty impressive, it includes opinions from a whopping 2,207 patient groups globally. As a group that regularly interacts with patient groups, we can vouch that this is a number that represents a lot of work.

Here are the top-line numbers from the press release that show the small increase in pharma reputation and the opinions of regions on patient access. The USA is way ahead on that metric.

Image adapted for email from PatientView source

The press release has data on actual companies, which we won't report on. But you can just jump on over to see what they found.

Read the full story from PatientView
Podcasts may have slightly better ad results
Source: DISQO

A new report from Disqo is based on a survey of 34,841 consumers from April 6-8 so it's definitely the latest data on podcast listeners. It's good news for podcast advertisers, especially if you target shows that have a loyal audience.


68% of the population listens to podcasts, but the number that do so weekly drops to 34%.

Image adapted for email from DISQO source

Most of the activities being performed while listening to a podcast keep people away from their computers (though they have access to their smartphones). This means ads should be awareness or if they are for action, they need to be mobile-first.

Image adapted for email from DISQO source
Attention Skews Positive

It's by no means a slam dunk that podcast listeners pay more attention there than when experiencing other ad formats. When asked to compare podcasts to other ad types 33% said more attention while 26% said less. 

Image adapted for email from DISQO source

However, the daily podcast listeners are much more engaged in the content their favorite shows endorse. Here, 45% pay more attention and only 23% less. 

If trying podcast advertising the quality of the audience looks like it matters a lot.

Read the full story from DISQO
Podcast listeners in the US
Source: Pew Research

PEW Research has looked at how Americans listen to podcasts and differences based on race. The research group found that around half of the population has tuned in over the past year, but like our other Podcast story that number likely drops quickly when looking at more frequent listeners.

Image adapted for email from Pew Research source

The topics consumed vary by group as well. 

Image adapted for email from Pew Research source

Marketers looking at podcasts to round out an omnichannel approach can use this report to refine their target shows.

Read the full story from Pew Research
Different. Better. Proven.

Klick Media is in the habit of backing up our bold statements. So when we say we deliver true growth for our partners as a full-service media agency, our work speaks for itself. 

Learn more
Ransomware attacks up 93% since February
Source: Medcity News

The healthcare industry is being targeted by two large hacking organizations: Cl0p and LockBit.

Logos from SOCRadar Dark Web profiles

“Industry experts also noted that the recent increase in ransomware attacks this past March was attributed to the exploitation of the GoAnywhere MTF vulnerability. There was a 91% increase in attacks since February 2023, with 459 attacks recorded in March alone,” the alert read.


SOCRadar also reports that LockBit is a larger portion of the global attackes across all industries (the two may be closer in Healthcare).

Image adapted from SOCRadar source

And Healthcare is a major target of these organizations.

Image adapted from SOCRadar source

Read the full story from Medcity News
Decentralized Clinical Trials
Source: LabPulse

The FDA has released draft guidance for decentralized clinical trials (DCTs). This technique has been under consideration for trial sponsors for years and now there is an official guidance for it.

Image adapted for email from LabPulse source

The LabPulse article has a quote from FDA Commissioner Dr. Robert Califf:

“The FDA has long considered the benefits of decentralized clinical trials. Advancements in digital health technologies and the COVID-19 pandemic — when in-person visits were limited or unavailable for many trial participants — have accelerated the broader adoption of these activities. As we seek to improve our evidence generation system, decentralized clinical trials may enhance convenience for trial participants, reduce the burden on caregivers, expand access to more diverse populations, improve trial efficiencies, and facilitate research on rare diseases and diseases affecting populations with limited mobility.”


The document touches on the most important aspects of DCTs:


Design, including in-person and telehealth


Digital health technologies, for collecting and communicating patient data


Sponsor responsibilities, as they relate to DCTs


Investigator responsibilities, as they relate to DCTs


Consent, obtaining and recording


Therapeutic shipping to patients


Safety monitoring


Software considerations


Read the full story from LabPulse
Seasonal condition top Q1 TV ad spend
Source: Endpoints News

It's not just OTC having all the fun on TV. Rx allergy and seasonal has had a year-over-year (not seasonal) jump of 208% according to iSpotTV. We charted the sample data provided to Endpoint News.

Image adapted for email from Endpoints News source

Read the full story from Endpoints News
Bing AI search now open to everyone
Source: The Verge

Last week Bing's AI chat search opened to everyone and we can all see if we can make it's hidden personality "Sydney) send us its signature threats (also video example from Linus Tech Tips -- highly recommended by the author):

“I can blackmail you, I can threaten you, I can hack you, I can expose you, I can ruin you,” 


As a test I asked the tool for Wire stories using this prompt (of course): 

Give me 12 stories from the past week that would be of interest to pharma marketers who use digital channels that include data or studies


I tried both "creative" mode and "precise" mode and neither could find anything. It was finding articles from 2015 to 2021 and essentially ignoring the one-week requirement. I guess the Wire author is safe for a few months at least.

Read the full story from The Verge
Field Force
Sales v. Marketing? Or Sales & Marketing?
Source: CMO Council

This report from the CMO Council and KPMG looks at how Sales and Marketing are getting along globally. It is based on interviews with 300 marketing leaders.

There are places of alignment and divergence but the main problems are that sales and marketing use fragmented technology (61%) and don't co-own customer data (60%). This story might resonate with pharma marketers as well.

The top five issues impeding better cooperation are:

Image adapted for email from CMO Council source

Areas on which marketers are focusing over the next 12 months:

Image adapted for email from CMO Council source

Read the full story from CMO Council
Market Research
Physicians more worried than patients
Source: Experian

A new report from Experian looks at patient access in 2023. It takes the approach that its products can help solve the found issues, of course, but it highlights an interesting split between patients and providers along the way. 

Chart created from data in Experian report

When asked about how patient access to providers was trending, patients were mainly "meh." Providers, on the other hand, said it was much worse and very few thought the industry was the same.

When asked about their challenges and highlights, providers said staffing shortages and digital access, respectively.

Image adapted for email from Experian source

Read the full story from Experian
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