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.

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.

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.

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. 

Interestingly, we didn't see a pullback on digital after COVID, likely because HCPs like and embrace the digital channels as more convenient.

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. 

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. 

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.).

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.

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.

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.

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. 

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.

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.

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.

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.

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:

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.

This mostly age-related split is causing issues:

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.

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. 

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.

This report gets into many more topics but is light on data and heavy on explanation.

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.

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. 

The hot tickets are Instagram and TikTok so the legacy platforms saw some posting drops.

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.

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.

This 136 page report goes into detail for all 14 industries and is worth the download for social marketers.

Social data edged out email for informing B2B marketing strategies. CRM data was way down at fifth place (!). 

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.

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. 

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.

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:

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.

To hear what Accenture thinks is coming, grab a copy of this report.

A surprising number of Americans get most of their news from social media. Another classic case of convenience over quality.

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. 

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.

Like many other countries there is a rather pronounced difference in age. In all cases the younger group does lean more positive.

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.