---
title: Klick Wire
---

The data is large and in charge in this issue...

                                                           

|    Sign Up Today   View in Browser  Issue 610 April 22   83% Trust Doctor 50% Limit ChatGPT Prompt Advice 7.3% US Ad Growth AI Opus AI for Creators     |
| --- |

|     Trust 42% of people reject AI chatbots for health Source: Edelman For the third year Edelman has released their health special edition of their famed Trust report. In this edition they tackle trust in third parties, healthcare companies, the media, and AI.  As always, the data collection is impressive. The researchers surveyed 15,000 respondents over 16 countries. Doctors Still #1 in Trust   Some things never change and in this case only get stronger. The family doctor is still the most trusted advisor for health decisions followed by pharmacists and friends and family. Image adapted for email from Edelman source   Health Companies Drop From Trusted to Distrusted in US   This one makes the cut because the US dropped two rankings ... from just barely trusted to just barely distrusted here. The question was "I trust healthcare companies to do what is right." The industry might have some work to do here. Image adapted for email from Edelman source   The Media Also Has an Issue   Media outlets have been dropping in trust for years as the populace gets more divided and outlets are perceived to have biases. Note, however, that Edelman is now showing the change number from 2019, a much longer time than above (which was one year). Image adapted for email from Edelman source   55% Think Technology Will Make Healthcare Worse   That's not good. Technology, when used correctly, absolutely has the ability to improve healthcare. Perhaps that is the exact issue though, patients don't trust the people building the technology (speculation, not in the report -Ed.). In any event, people claim they don't want chatbots for medical communication. With the usefulness of chatbots before AI it's not surprising. Let's see if AI can change their minds in next year's report. Image adapted for email from Edelman source   These reports are always a big hit in the industry and this one looks to be just as successful. It has 85 pages of data and charts and even the appendix material is interesting to folks who want to use ChatGPT to find some hidden gems in the numbers. — Read the full story from Edelman         GenAI in Business 50% of pharma companies limit ChatGPT use Source: Endpoints News 50% of pharma & biotech companies restrict the use of ChatGPT by employees because of data exposure risks. That number bumps up to 65% when limited to the top 20 large pharma companies. ZoomRx surveyed 211 industry employees who were aware of AI (which was likely all of them anyway) and across all job types. “What you’re seeing here is a lot of trepidation around putting sensitive company information and sensitive customer information in jeopardy,” said Andrew Yukawa, ZoomRx product manager.   Endpoints seems to have the scoop on this story, we couldn't find the study anywhere public. — Read the full story from Endpoints News           Search Keep it simple is Google's AI prompting advice Source: Marketing AI Institute Google has released a prompt-writing guide for Gemini, it's AI tool integrated into it's search, docs, email, and other products. This guide is a great introduction to prompt writing for new users and a good reminder for experienced ones. The recommended prompt length is 21 words, give or take, which will seem long for new folks and incredibly short for many experienced users. Google breaks this down into four segments, common in prompt guides: Image adapted for email from Marketing AI Institute source   The document has extensive examples for six business users: Customer service Executives and entrepreneurs Human resources Marketing Project management Sales   A good side effect of the examples is that they highlight what AI is not good at. They show use cases of helping organize ideas while showing the thinking that goes into the prompts.  Finally, the authors end with some style advice for good prompts (these are all quoted from the document): Break it up. If you want Gemini for Workspace to perform several related tasks, break them into separate prompts. Give constraints. To generate specific results, include details in your prompt such as character count limits or the number of options you’d like to generate. Assign a role. To encourage creativity, assign a role. You can do this by starting your prompt with language like: “You are the head of a creative department for a leading advertising agency …” Ask for feedback. In your conversation with Gemini at gemini.google.com, tell it that you’re giving it a project, include all the details you have and everything you know, and then describe the output you want. Continue the conversation by asking questions like, “What questions do you have for me that would help you provide the best output?” Consider tone. Tailor your prompts to suit your intended audience and desired tone of the content. Ask for a specific tone such as formal, informal, technical, creative, or casual in the output. Say it another way. Fine-tune your prompts if the results don’t meet your expectations or if you believe there’s room for improvement. An iterative process of review and refinement often yields better results.   For that last one folks at Klick have also advised to simply tell the tool to "try harder." That works a surprising number of times.  — Read the full story from Marketing AI Institute         Are you missing the biggest untapped audience for healthcare?  See how tapping into the gaming audience can make all the difference in driving new levels of brand engagement and loyalty. Check out “Strategic Cheat Codes” to get started.   Ready to level up?       Media US digital ads grow, dominate other channels Source: IAB The IAB, with its partner PwC, have released the US 2023 Internet Advertising Revenue Report full year results. The trend is up with search still firmly in first place. Image adapted for email from IAB source   The IAB doesn't break social out very often because it seems to include it across different media. We say "seems" because it doesn't address this measurement directly so we're left to guess. Growth by percentages slowed into 2023 by IAB segmentation. Image adapted for email from IAB source   However, growth was up when looking just at social media. Image adapted for email from IAB source   the 2021 growth mirrors search as these two channels were the easiest to adapt to the changing environment due to COVID-19 lockdowns and restrictions. Finally, let's look at digital compared to other channels. To say digital dominates would be an understatement. Image adapted for email from IAB source   Grab a copy to see the full IAB analysis, just don't expect any detail about social. — Read the full story from IAB         Generative AI 502 pages of AI data Source: Stanford Two groups at Stanford have collaborated on an AI opus that summarizes much of the industry at this point in time. Because we're talking about AI this document will go out of date quickly, but for now it is the most comprehensive overview we've found. At 502 pages we won't even try to summarize it, but we will highlight three things pharma marketers may care about.  Global Usage "Tipping Point" -- Almost (pg. 450)   Two groups at the University of Toronto are releasing a new report in May about global opinions about AI. This report seems to have a scoop on that data. One of the charts shows how often people familiar with ChatGPT use the tool. All we can say is that usage is high. No country is over 50% for "rarely." Image adapted for email from Stanford source   India, with its robust information technology industry, is highest in terms of usage frequency. However, keep in mind this is data for ChatGPT users and doesn't account for non-users. The full report is due in May. GPT-4 Medprompt exceeds 90% on MedQA (pg. 314)   This evaluation of medical knowledge has been used since 2019 and at that time models were around 40% accurate. Now with the latest GPT-4 test, that LLM has achieved 90.2% accuracy. Image adapted for email from Stanford source   Comparing a few different models against four different tests we see it's still a tight race in medical knowledge accuracy. GPT-4 Medprompt from Microsoft gets a slight edge over the competition across the board. Image adapted for email from Stanford source   Virus Mutation Prediction with EVEscape (pg. 310)   An application that enhances pandemic prediction, offering pharmaceutical marketers working on vaccines a tool to better forecast and manage public health campaigns. Image adapted for email from Stanford source   For the other 499 pages in the report, grab a copy today, especially since it might be out of date in a month (exaggerated, but directional, so I'll allow it -Ed.). — Read the full story from Stanford         GenAI in Business Creators split on AI in design industries Source: Autodesk In its "State of Design & Make" report, Autodesk surveyed 5,399 professionals across 17 industries.  Chart created from data in Autodesk report   When asked if they thought AI was a threat to their industry and company the respondents were evenly split. Chart created from data in Autodesk report   9% of the D&M group was in Life sciences manufacturing which is still 161 respondents. Also, 42% of the M&A group was advertising respondents which makes that group 663 people. Since marketing in life science is our focus we combined a couple of charts to show how many in each group are using AI for different purposes. The actual question was what are the use-cases for AI in your company so these answers include both what's currently happening and what the respondents can see in the near future. Image adapted for email from Autodesk source   Autodesk is one of the original 3D development environments and was founded in 1982. This company has deep roots in many industries that use 3D modelling and this report is worth a look for those wanting to understand the zeitgeist of the workforce. — Read the full story from Autodesk         Move from hype to action with this in-depth POV on Generative AI in pharma marketing. Find out how to practically apply GenAI for impactful marketing outcomes, ensuring both innovation and compliance.   EXPLORE NOW       Generative AI Persuasion check Source: Anthropic Generative AI models aren't as persuasive as a human argument... yet. Anthropic wanted to see how well its latest LLMs could craft persuasive arguments. It turns out they are getting better over time and approaching human-like abilities.  Image adapted for email from Anthropic source   The study had participants rate their agreement with a claim, then were presented with an argument to get them to agree with the claim, then they re-rated their agreement. The humans used for comparison were not professional persuaders but they were competent communicators.  The statements and argument lists can be accessed or downloaded as part of the full dataset from Huggingface. We took a quick look at it with ChatGPT (sorry, Anthropic) and it seems like 12% of all the arguments touched on health topics. Perhaps not surprisingly the people with opinions in the middle of the range were more likely to adjust their opinions than those at the extremes. Image adapted for email from Anthropic source   With very few negative numbers in the changed ratings we can see that the AI models have the potential to change public perception. For marketing this is essentially benign but we do want to continue to monitor for other, less up-front, uses of the technology. — Read the full story from Anthropic         Reputation Hospital reviews increase 150% from 2019 to 2023 Source: Reputation The number of online reviews of healthcare providers has grown from 643K to 1.6M annually. The overall ratings haven't changed much, but they are getting more positive which Reputation attributes to providers asking for reviews more often. Image adapted for email from Reputation source   Here, we see that the response rate has increased which Reputation attributes to providers engaging with their patients. Image adapted for email from Reputation source   The firm highlights the importance of these ratings from a previous study conducted in 2023: 86% of consumers read online patient reviews, and 73% of those consumers demand a minimum star rating of 4 stars to even consider engaging with a provider.   — Read the full story from Reputation         LinkedIn LinkedIn adding paid "premium" company pages Source: TechCrunch LinkedIn has released a new "premium" company page format that features AI-assisted post writing assistance. Of course, you could just use ChatGPT for that but it's possible that the social platform will have enough data on the brand that it will produce better results. Some other features that come with the $100 / month subscription are: Additional CTA   Moves a CTA from the drop down menu to the company info bar. Image adapted for email from TechCrunch source   Custom Testimonial   Incorporates a 40-pixel image and 80 characters of text. Less than an X-post, make it count.   Automatic Invitations   This one could be interesting. Members who engage with the page content will be auto-invited to follow the company. Hopefully this doesn't train LinkedIn users to not engage as much. Gold LinkedIn Premium Logo   A gold IN logo on the Page header. Because, of course.  — Read the full story from TechCrunch         Gaming Going physical in a digital world Source: Philanthropy A children's cancer non-profit was facing a challenge, a steep 42% decline in donations in 2022. To combat this decline the team created the League Of Undercover Donors (LOUD). Image adapted for email from Philanthropy source   The campaign consisted of 300 heavy, metal coins with a QR code on the back. Scanning the code took the user to the donation site and a reversal in messaging for a charity: Do not talk about the charity Do not talk about your donation Do not reveal your donation amount Just give the coin to another operative once you're done   This gamified campaign had impressive results: The coins travelled 684 miles on average (1,100 kilometers)  230 donors in 23 states $20,000 in donations averaging $87.50 each 28% of new donors from this campaign   Participants were asked not to post about the League on social media. This encouraged in-person connection and created the feel of a secret society. Donors also received an induction letter and swag confirming their membership in the society. Throughout the year, the League’s virtual Chief Benevolence Officer, “Bea L. Truistic,” updated donors with the status of their specific token — its last known whereabouts, distance traveled, and money raised — as well as the collective amount donated by League agents.   — Read the full story from Philanthropy         Research Innovation to drive more streamlined clinical trials Source: FDA Last week CDER published information on its CDER Center for Clinical Trial Innovation (C3TI). Which really does sound like a Star Wars droid name (stay focused -Ed.). In the program description, a couple of links in, are three demonstration projects that showcase the types of trial innovations the agency is looking for. Bayesian Supplementary Analysis: This program introduces Bayesian statistical methods as a supplementary tool to traditional analysis methods to provide more flexibility in clinical trial data interpretation. Selective Safety Data Collection: It aims to reduce the burden of data collection by focusing on essential safety data, which could lead to more efficient and streamlined trials. Streamlined Trials Embedded in Clinical Practice: This approach integrates clinical trials into everyday clinical practice, potentially speeding up processes and reducing costs by using real-world data and environments.   Anyone designing their next clinical trials may want to pay attention to this. — Read the full story from FDA         Data Epic turns off data to Particle for suspected non-compliant use Source: CNBC Data blocking is a longstanding issue in the US health system but is being reduced year by year. So, when we saw this story we were initially skeptical of Epic's decision to turn off data to another company, Particle. However, on the surface the reasoning seems valid: Epic began to notice some red flags. The company said it observed anomalies in the patient record exchange patterns, like requests for large numbers of records within a certain geographical region. Additionally, Epic said that the companies connected to Particle weren’t sending new data back from patients, which “suggests a non-treatment use case.”    A very long but detailed and objective review of the issue is available from the Health API Guy. Anyone interested in HIPAA and various data blocking initiatives designed to force the large players like Epic to make their data available will be interested in this saga.  — Read the full story from CNBC         FDA Roundup Stories from and about the FDA FDA Needs $114M to Fund Federal Government Pay Increases, Says Agency CFO - FDA News     CDRH Issues 2024 Safety and Innovation Reports     Patient Medication Information: A 2023 Proposed Rule to Help Patients Understand Their Prescription Medication Information               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. Want to change how you receive these emails? Unsubscribe     © 2024 All rights reserved. Klick Health® is a trademark of Klick Inc. Privacy Policy |
| --- |