--- title: Klick Wire --- Can you tell AI from human ads? (last story) ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­    ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­                                                               |    Sign Up Today   View in Browser  Issue 733 September 21   83% Providers Use AI 100% DTP Want Conversion 12.3% Digital Media Growth 74% Say Impossible to Tell 51% Americans Use AI 83% B2B Buyers Use AI     | | --- | |     AI in Health 83% of US health providers have AI, 72% agentic Source: Imprivata US health systems of all types are rolling out AI to assist with operations. A majority of those systems, 93%, are either using the technology or planning for it. Image adapted for email from Imprivata source   Benefits and Concerns Vie For Top Spots   When executives are asked about how they see Agentic AI, a mix of hope and concern emerges. Image adapted for email from Imprivata source   86% "Fairly Confident" They Can Control Agentic AI   While 86% of respondents said that they feel like they can control AI Agents, 72% still said that sometimes usages slips past IT. Image adapted for email from Imprivata source   Meanwhile, most agentic AI provisioning is happening through IT, but certainly not all of it. A full third of usages is outside of the firm's regulatory control whatsoever. Image adapted for email from Imprivata source   — Read the full story from Imprivata         Direct to Patient 100% of DTP programs want patient conversion Source: Caretria 100% of respondents wanting patients in their programs is 0% surprising, but half also wanting post LOE effects perhaps is. A study of "more than 150" pharma executives in the US market was conducted to investigate DTP programs. The respondents were either running or considering DTP so this data is only for products that lend themselves to these programs. One year ago we ran a story that showed 73% of brand marketers were either running or considering DTP. 100% Want Conversions   This makes sense, why create a DTP program if you didn't want more patient conversions? The use of DTP for post-LOE protections is intriguing. One expects that's with price decreases but every product will be a different story.  Chart created with data from Caretria source   What Pushes Marketers to DTP   Why consider the expense and hassle of building out a DTP program? The number one reason is insurance coverage. Chart created with data from Caretria source   It's a sad reality that once a product gets through the PBM, insurance, provider network system it can cost the patient a similar amount to a direct purchase. If your product is in that boat, you're not alone. — Read the full story from Caretria         Media 12.3% digital media growth, up from 9.5% in January Source: IAB The IAB surveyed 211 advertisers in late July to find out if their projections for 2026 had changed since January. They found a much stronger outlook than in their January survey with growth now pegged at 12.3% from 2025. Social and CTV Show Largest Increases   Looking at September over January data, we see that growth on social and CTV increased 1.9% and 1.8%, respectively. Digital Display also increased 1.5% in its growth projections.  Chart created from data in IAB source   Between Performance and Brand, Marketers Say Yes   Advertisers don't think they need to choose between performance and brand advertising. Both objectives increased, though performance leads in absolute and growth numbers. Image adapted for email from IAB source   86% Are Making Changes to Measurement   As marketers adapt to AI, they are changing how they measure performance.  Image adapted for email from IAB source   To see other data from the IAB, including which areas of AI are increasing in focus, download your copy. — Read the full story from IAB         Six years of Klick submission data, across more than 40,000 reviews and 110 pharmaceutical clients, show that MLR friction often reflects process design, not regulatory complexity alone. Examine what changes when regulatory expertise enters content development earlier and how Klick Guardrail™ scales that model across brands and markets.   Read the article       AI in Media 74% say it will be impossible to tell AI ads Source: The Cool Company Most consumers say that it will be impossible to tell AI ads within a year and 48% say that time is already here.  Is AI ad content impossible to distinguish from human-created content? Image adapted for email from The Cool Company source   Before and After   The folks at Cool have created a test where you are shown 10 sample ads and you have to pick the one you think is AI-generated. They don't reveal the overall stats but it was difficult. After three plays the system give you your stats (the author wanted you to know he got 3 for 3 ... show off -Ed.). That said, consumers were more doubtful about their abilities after taking the test: Image adapted for email from The Cool Company source   Give Us Information   Interestingly, consumers see ads as content. They want them to be relevant and informative. This is one area where pharma can shine. Image adapted for email from The Cool Company source   — Read the full story from The Cool Company           GenAI / LLM Use 68% knowledgeable about AI, 51% use it Source: Gallup Gallup conducted a survey of 3,152 adults in the U.S., aged 18 and older, in June 2-23, 2026 to measure sentiment around the technology. Unsurprisingly, the population is increasing its knowledge around the tech. Image adapted for email from Gallup source   72% Support STEM Education for Workers   Americans are worried about AI and employment and know that workers need to use this technology to remain competitive.  Image adapted for email from Gallup source   AI Issues Start with Training, Age Verification   When looking at a range of issues surrounding AI a substantial number of Americans support them. Chart created from data in Gallup source \| numbers averaged together from political breakouts and may not reflect full population   — Read the full story from Gallup         GenAI in Business 83% of B2B buyers use AI for their work Source: SEM Rush SEM Rush surveyed 622 U.S. B2B professionals in March–April 2026. Of those, 83% use AI for their work. 95% use the tools weekly or more often. Chart created from data in SEM Rush source   66% See AI as a Regular Tool   AI is no longer a novel tool for B2B selection. Now, it's just a part of the standard toolset. When asked if they used AI for researching products, vendors, or solutions 66% said regularly. Chart created from data in SEM Rush source   Research Top Use Case for Researchers   This is a bit tongue-in-cheek but for professionals who research B2B solutions it's not surprising that AI is used mainly for that research. That said, they use it for writing like most other knowledge workers.  Chart created from data in SEM Rush source   ChatGPT Still Top Platform   For this group, like most others, OpenAI's ChatGPT is the top tool choice. Microsoft CoPilot is higher on the list than normal. Image adapted for email from SEM Rush source   — Read the full story from SEM Rush         The APAC region is one of the most complex global healthcare regions: diverse, tightly regulated, and changing faster than global playbooks can keep up. In Klick’s latest perspective, it explores how healthcare brands can balance global strategy with local relevance across Asia-Pacific. Discover how healthcare organizations are moving with greater speed, fluency, and confidence.   Read POV Now       mHealth Apple Watch somewhat better at heart rate Source: Apple In Apple's recent announcement about Health App upgrades, it referenced a study comparing the new Apple Watch to other heart rate measurement devices. This study is first party so take the results with a grain of salt, but comparing beats-per-minute error across devices, the new Apple Watch is lowest (baseline). Image adapted for email from Apple source   Of course all of the numbers above are relative. We don't get the baseline values. Still, a good result for the Apple Watch.  Other updates to the Health app include: Insights tab: Continuously updated summaries of heart health, sleep, readiness, fitness, vitals, and cycle tracking Longevity tab: Long-term insights spanning cardiovascular, metabolic, mental, movement, sleep, hearing, and nutritional health Health Age: Compares health metrics with chronological age, incorporating Apple Watch readings and optional lab results Movement evaluations: At-home assessments of flexibility, strength, balance, movement mechanics, and aerobic fitness, with real-time feedback Lab testing: Purchase and schedule tests covering over 50 biomarkers for US$119 through approximately 2,000 U.S. Quest locations   — Read the full story from Apple         GenAI in Healthcare AI & outsourcing competing for same tasks Source: third way health Third way health surveyed 200 US healthcare executives to find out how they are incorporating AI and outsourcing into their services. The two options are being used for quite a few similar tasks. Chart created from data in third way health source \| \* outsourcing also included "admin"   AI for Automation, Outsourcing for Money (slightly)   In most use cases, AI is being used more than outsourcing, but it's a close race. The usage isn't mutually-exclusive either. A firm could do both. The more complex task of verifying patient intake and eligibility seems to lean toward outsourcing but AI is still in the mix. Chart created from data in third way health source   — Read the full story from third way health         Mobile Google owns six of 15 top apps on smartphones Source: eMarketer Google owns the home screen of mobile devices. Between YouTube (#1), search, mail, and maps it holds four of the top five spots.  Chart created from Emarketer data   — Read the full story from eMarketer         Ads in AI OpenAI introduces Sponsored Agents Source: OpenAI OpenAI showed how its Sponsored Agents will work in a video on the company announcement. Here it is in a nutshell: Image adapted for email from OpenAI source   1. User submits a query or question or the chat moves to a relevant topic 2. In the full answer ChatGPT includes an ad area from the brand 3. The brand chat communicates with the user and answers questions directly 4. The Sponsored Agent provides answers from only its available information, such as company offerings   The options for healthcare marketers are legion. The hurdles will be getting acceptance from OpenAI (the easy part) and ensuring all answers are compliant (the hard part). — Read the full story from OpenAI         AI in Research TikTok for drug discovery Source: Reuters ByteDance, creator of TikTok, is turning its attention to drug discovery with a spin off, Anew Labs. Initial funding of $290 million has been provided to the new company with a valuation of $1.5 billion. Anew Labs runs a few platforms for biomolecular structure prediction and design, antibody design and ​optimisation, and drug discovery, according to its website. ... Its pipeline includes a small molecular drug, a drug targeting a protein on ⁠the ​surface of human cells and two undisclosed ​target drugs, its website shows.   — Read the full story from Reuters         ROI Fundamental error kills ROI calculations Source: Cumulus A new report published by Cumulus contains a fatal flaw on slide 9. Image adapted for email from Cumulus source   Wire readers already see the error, but we need to point it out anyway. ROI is only valid if it is calculated against "profit," not "revenue." The above slide tries to slide that past the reader by erroneously equating "profit/revenue" at first and then changing to "revenue" later.  If we assume a generous 50% gross profit margin (we will assume other costs for net profit won't increase even though that's a bit simplistic) then the calculation looks like this: $20k sales x 50% = $10k gross profit. $10k ad campaign / $10k profit = ROI of 1 = flat return, not 2.   Scale Matters   This means the rest of the report needs to be taken with a grain of salt. In spite of this, the arguments presented ring true: small campaigns have the illusion of better ROI but sacrifice scale. Image adapted for email from Cumulus source   Brand Spend by Market Size   Another argument worth considering in the report is the brand spend vs. share of market calculation. Brands will tend to grow or shrink by share of market spend, all else being equal (I can hear your economics professor's voice -Ed.). Image adapted for email from Cumulus source   So, other than the infuriating issues on slide 9 this report has some interesting points and can be a good source for marketers trying to make the brand vs. performance argument. — Read the full story from Cumulus         Regulatory Roundup Stories from and about the FDA FDA’s Drug Registration and Listing Workshop: Compliance, Regulatory, and Submission Updates -- Tuesday, September 29, 2026 (PDF)     Emergency Preparedness and Medical Devices: Supply Chain Recommendations for Health Care Providers, Device Manufacturers, and Distributors     Warning letter for a device facility     Artificial Intelligence-Enabled Medical Devices     Augmented Reality and Virtual Reality in Medical Devices     OPDP NOV letters                  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. Want to change how you receive these emails? 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