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title: Klick Wire
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57% of influential HCPs want data months before launch to help them decide to try it, the 500+ page all-internet report released...

                                                           

|    Sign Up Today   View in Browser  Issue 603 March 4   57% Pre-Launch Details 2B Use Digital Health 93% Want AI Guidelines 66% Trust Pharmacies Social Platform Tactics 48% B2B Social Data     |
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|     HCP Engagement 57% of EU5 "first movers" want pre-launch details Source: Across Health The second annual global HCP omnichannel report is out from Across Health and it's just as robust as last year's. This 50-page document has deep charts on every page, some of which deserve a full hour to absorb just on their own.  To whet your appetite, here are four insights we pulled from the pages. 57% of Influential "First Movers" Want Data Before Launch   When Across segmented HCPs by both their market influence and their place on the adoption curve they found what you might expect, engaged HCPs are engaged. But the analysis doesn't stop there. They charted out how many of these HCPs marketers can attract pre-, during-, and post-launch. Image adapted for email from Across Health source   On this chart you can see that by the time you've reached launch 80% of high influence and 73% of "other" influence HCPs have already expressed interest in considering the treatment for patients.  Most important is that the high influence group is very engaged at this point and is ready to try the treatment, and share their opinions. No pressure though (sarcastic, but accurate -Ed.). Only 39% of marketers are taking advantage of this opportunity meaning it is an opportunity to differentiate for pipeline treatments. Image adapted for email from Across Health source   Digital Doesn't Stop   The report shows that the engaged HCPs want omnichannel. That is, they want NPP and Rep involvement. Not "or."  For pharma this is driving more digital every year to get that "surround sound" customer experience.  Image adapted for email from Across Health source   Interestingly, we didn't see a pullback on digital after COVID, likely because HCPs like and embrace the digital channels as more convenient. Global Can Do Better   When asked, regional marketers aren't very positive on headquarters' offerings. Only 25% said that the digital support provided was relevant. Global marketers may want to forge deeper connections with the regions to find out exactly what they need.  Image adapted for email from Across Health source   Mandatory AI Mention   No report in 2024 is complete without a nod to AI tools and techniques. Here, we see that around a third of marketers have pilots or full systems in place. 42% are interested but haven't moved yet.  Image adapted for email from Across Health source   That's all we can include in the Wire. This 50-page report is thoughtful and detailed. Grab your copy from Across and even compare it to the 2023 release (don't worry about the titles, Across uses the data source date, not the publish date). If you need a copy of that old report just reply to this email and the team can set you up (don't talk to the subscribers, but good offer -Ed.). — Read the full story from Across Health         Digital Health 2 billion use digital health worldwide Source: Meltwater Last week Meltwater put out the 2024 Digital Global Overview Report (and country-specific versions). This report has taken over from the Meeker Report last published in 2019 (IYKYK) in its size, data density, and usefulness to anyone following internet trends. In fact, the sheer size of this document (561 pages) makes you want to throw up your hands and give up (don't use second-person -Ed.). It can't be summarized. Here are the number of pages per section. Based on this we can see that the Internet and Social Media have the most data. However, once we got to eCommerce, we found the section on health. Something Wire readers will care about. Image adapted for email from Meltwater source   Digital Health Usage   Here, we have taken the data from the Global report and added the same from the USA report. There are 246 countries broken out so regional marketers can see how their markets compare. Image adapted for email from Meltwater source   Global Telehealth Still Low   There's a lot of room for telehealth to grow. While two billion might be using digital health products, only 110 million are getting online consultations. Image adapted for email from Meltwater source   Online Health Services Cross-Demographics   People of all ages are using online health services. While we see other digital services drop off with age, not so much for online health.  Image adapted for email from Meltwater source   Low, But Ranked OTC at $60 Billion   OTC made it into the report in the eCommerce section. it's low in the rankings but at least is measurable. Rx isn't on the list, of course. Image adapted for email from Meltwater source   Brand Research Alive and Well on Social   We already know that Facebook has over three billion monthly users worldwide but this report also allows us to look at different use cases for social media. Here, we see that people of all ages use social for brand research. Image adapted for email from Meltwater source   There is more of a drop here compared to digital health but still almost 60% of females 55-64 are using social for brand research. And when we look at the platforms you can see it's not just the kids on TikTok (but there's a lot of that too). 83.1% of active users of social platforms (not the full population as above) use them for brand research. The Meta platforms take the top two slots here. Image adapted for email from Meltwater source   This report has 554 other pages to investigate and will certainly make its way into many marketing presentations over the next 12 months. For that reason it gets its annual "Must Download" award from the Klick Wire. 100% of judges agreed with this award   — Read the full story from Meltwater           Generative AI 93% of workers want AI guidelines Source: Veritas Veritas has apparently conducted a study of 11,500 workers globally on their use of generative AI technologies. We say apparently because the company doesn't link to the full study and the data being quoted in third-parties is for the EU only. Regardless, the data shows that email writing is the top use of GenAI: Image adapted for email from Veritas source   But what is that? Yes, 38% of respondents say they put sensitive information into GenAI tools, presumably because they don't know or underestimate the risks from GDPR and other privacy regulations.  The use of GenAI tools is also causing a rift in companies' workforces. We didn't get the full picture from the stories but we can see that older and younger cohorts use GenAI very differenty. Image adapted for email from Veritas source   This mostly age-related split is causing issues: Those unfamiliar with AI believe that colleagues should be reported to line managers, face a pay cut, or receive disciplinary action.   93% of respondents said that employers should provide guidelines around GenAI usage and 85% think there should be some form of national or international regulation. Veritas Technologies Solutions Lead, Sonya Duffin, commented: “Without guidance from leaders on how or if to utilise generative AI, some employees are using it in ways that put their organisations at risk, even as others hesitate to use it at all and resent their colleagues for doing so.”   — Read the full story from Veritas         Discover how we can challenge bias in AI with this latest POV and explore the potential of GenAI to not only overcome biases but also to drive health equity and inclusive marketing. Download and learn about Klick’s strategy for nurturing GenAI with inclusion and our vision for a future where technology makes healthcare more equitable for all.    DOWNLOAD MY COPY       Trust 66% of patients trust pharmacies, 51% pharma Source: ZS Associates A new report from ZS Associates is based on surveys of 9,500 adult healthcare consumers and 1,359 healthcare providers from the U.S., U.K., Germany, Sweden, Japan and China. Not a lot of the data from the studies is revealed in this report but there are a few interesting tidbits. Starting with trust. For US healthcare consumers at least, the local pharmacy is much more trusted than insurance or therapy manufacturers. Hospitals and doctors don't show up on this list but we would expect them to similarly trounce pharmacies.  Image adapted for email from ZS Associates source   For priorities, a top one is preventative care. Here, we see similar numbers around the globe and between patients and HCPs. Though HCPs are more interested in it than patients. Image adapted for email from ZS Associates source   This report gets into many more topics but is light on data and heavy on explanation. — Read the full story from ZS Associates         Social Media Social benchmarks show platform tactics Source: Rival IQ The annual social benchmark report is out from Rival IQ and it looks at four of the main platforms (Facebook, Instagram, X / Twitter, and TikTok) across 14 industries. Not pharma though, and they lump "health and beauty" together so take these numbers as directional at best. As always, in pharma your own performance is your best benchmark. Engagement Declining Everywhere   Time spent on social platforms has never been higher, but it looks like the audiences are becoming more passive as they view more material. TikTok especially is seeing a large drop in engagement but that might just be a side effect of maturing. Remember you can't compare engagement across platforms because the effort needed and the community culture varies a lot.  Image adapted for email from Rival IQ source   Posting Reductions on Established Platforms   The hot tickets are Instagram and TikTok so the legacy platforms saw some posting drops. Image adapted for email from Rival IQ source   Time to Try CapCut?   In the data for Health and Beauty on TikTok we found #CapCut in the top hashtags list. This AI-driven ad tool is efficient but may not be appropriate for all brands. Marketers should definitely check it out though as if it is used this much the audience is likely ok with it. Image adapted for email from Rival IQ source   TikTok As a Production Tool   This is common but it's good to highlight it. Influencers will create video content on TikTok and then cross-post it to Instagram. This tactic highlights the production efficiency of TikTok. Image adapted for email from Rival IQ source   This 136 page report goes into detail for all 14 industries and is worth the download for social marketers. — Read the full story from Rival IQ         Content Marketing Social top B2B data source Source: Marketing Charts Social data edged out email for informing B2B marketing strategies. CRM data was way down at fifth place (!).  Image adapted for email from Marketing Charts source   — Read the full story from Marketing Charts         Dive into the complexities of data that are consistent with the FDA-required labeling (CFL), with Klick Health’s latest POV, in the first of a new series from our Science + Regulatory experts. Consider it a guide to compliant, impactful pharmaceutical marketing that focuses on the pivotal role of CFL data. It’s essential for marketers seeking to balance promotional effectiveness with regulatory accuracy.   EXPLORE THE GUIDE       Insurance & Cost Health insurance members don't like discovery Source: JD Power JD Power has a teaser report out for some of its healthcare products and it highlights a few findings. One is that new health insurance customers are less likely to recommend their health plan than more established customers. Image adapted for email from JD Power source   This may be a reflection of higher expectations of younger employees. When they are exposed to the health insurance industry they may come with expectations developed with more consumer-oriented online services.  — Read the full story from JD Power         Research 95% of executives agree with everything Source: Accenture A 2024 technology trends from Accenture devotes a lot of space to generative AI, naturally. Our headline comes from the somewhat repetitive highlights in the report. 95% of executives agree that making technology more human will massively expand the opportunities of every industry. 95% of executives believe generative AI will compel their organization to modernize its technology architecture. 96% of executives agree that leveraging AI agent ecosystems will be a significant opportunity for their organizations in the next three years.   As marketers we need to not tune out the hyperbole, this may be one of the rare times it's warranted. Consider that our industry is deeply represented in this estimate: Already, 40% of all working hours across all industries could be impacted by large language models (LLMs) like GPT-4.   Development of new systems is happening at a breakneck pace. The developer site Stack Overflow saw a 3x increase in mentions of AI when ChatGPT was launched. Image adapted for email from Accenture source   To hear what Accenture thinks is coming, grab a copy of this report. — Read the full story from Accenture         News Social is "news" Source: eMarketer A surprising number of Americans get most of their news from social media. Another classic case of convenience over quality. Image adapted for email from eMarketer source   — Read the full story from eMarketer         Healthcare Strategy 65% of Americans say willpower isn't enough Source: Pew Research This story isn't digital but it gives some view into the differences in demographics in America. Specifically, it is interesting to see that older Americans view willpower as not enough to manage weight.  Image adapted for email from Pew Research source   — Read the full story from Pew Research         Social Media Social media around the world Source: Pew Research In the US it's easy to think that the rest of the world views digital channels in the same way we do (too colloquial -Ed.). This question about whether social media in general is good for democracy is an ideal bellwether for trust in the platforms globally. Perhaps surprisingly, the US is at the bottom of the trust ranking here. Image adapted for email from Pew Research source   Like many other countries there is a rather pronounced difference in age. In all cases the younger group does lean more positive. — Read the full story from Pew Research         Digital Platforms Cybercrime to continue expansion Source: Statista With the cyberattack on Change Healthcare that has been affecting claims processing for over a week this topic is more important than ever. Statista expects its impact to cross $10 trillion in 2025. Image adapted for email from Statista source   — Read the full story from Statista         FDA Roundup Stories from and about the FDA Vaccination Is the Best Protection Against Measles     506J (Critical Devices) List from February 6, 2024: General Hospital and Personal Use Devices Panel of the Medical Devices Advisory Committee Meeting (YouTube)     Follow Instructions for Safe Use of Electrical Operating Room Tables - Letter to Health Care Providers               Klick Ideas Exchange   — idx.klick.com     Have you explored IDX yet?   Featuring a wide selection of the most relevant videos, original interviews, articles, and POVs, Klick Ideas Exchange (IDX) provides industry leaders with tailored insights to support innovative and exponential thinking. Sign up or log in today and explore all the new features.   — 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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