Elsevier has published a pair of reports under the "Clinician of the Future 2026" moniker. One for all clinicians and one specifically for nurses. For the data hounds in the audience (which is most Wire subscribers -Ed.) we found the full databook and extracted insights from that. 

84% of doctors use AI, most at work. This question must have been single-selection which is an odd choice since many doctors might use AI at both work and in their practice. 

Here we also see that 80% of nurses also use AI but fewer at work. All further charts in this article are doctors only, see the complete databook for more nurse data.

The war between convenience and accuracy is alive and well in the AI space. Doctors will use ChatGPT if they have to but will turn to clinical AI if they have the choice. 

58% Frequently Use General Purpose AI, 37% Clinical AI

Clinical Specialty Tools More Useful, But Only Just

Here we see that general use tools are rated nearly as useful as clinical ones. Doctors know they have to be more careful with them but seem to be prepared to prompt around the limitations.

When asked where they see AI in clinical practice in 5-10 years, 80% of doctors say it will be a critical assistant for them. Few think that it will result in fewer doctors.

Likewise, when asked how AI will help them in their practice of medicine in the next 2-3 years most say it will save them time. 

We will finish with one more chart. This one are the aspects of AI that would increase HCPs trust in the technology. They want the technology to value the same things they do.

The full databook is 143 pages and includes more questions, breakdowns by country, and comparisons of nurses to doctors.

OpenEvidence usage is quietly exploding with usage in the US hitting 65% of physicians (650,000) with another 1.2 million worldwide. The protected environment and specialized, likely trustworthy, information are making it a hit among clinicians.

This story included a user growth chart and for a physician-facing tool it's pretty good. This chart doesn't show active users, it shows queries.

If we take the company at it's word, it has 1.85 million users worldwide (US + ROW). If there were 27 million queries in April, 2026 then that's 14.6 per physician per month. That's a respectable number for a busy audience that doesn't always need to look things up.

A new report from Sogolytics is based on a survey of 1,012 US citizens who had at least one healthcare interaction in the past year. 

There are two confounding factors that need to be considered when interpreting the results of this study. First, the company marked 19% (192 respondents) as "Clinical, administrative, tech, and payer roles" and we would expect this group to have higher system and AI knowledge. Second, the overall demographics tended to older, Medicare-eligible respondents.

The report contains findings on billing transparency and AI. We highlight only AI in this Wire story. The tasks for which respondents trust AI lean towards simple admin and away from care provision.

When asked the flip side of the AI coin, what concerns them about the technology, respondents started with clinical care.

The survey included a number of options for increasing respondents' trust in AI. The top two answers highlight the need to advertise that clinicians are still involved when using AI.

When looking at all of these trust numbers recall that the respondents' ages skewed older.

The report asked how much cost savings would entice respondents to use AI in their care. 35% said no amount would help and 14% said they didn't know. Ignoring this 49% provider organizations can still entice up to 51% to opt for AI. 

Read the line on this chart as the portion of the US population (one more reminder of the older skew to the data) that can be swayed to try AI in a clinical setting for a given cost reduction. Lower costs by only 10% and only 11% will opt for your AI services but increase savings to 40% and you can get half of patients to opt in.

This full report has charts and data on nearly all of its 34 pages. If costs or AI are in your bailiwick grab a copy.

The Ramp AI Index looks at AI usage across seven different sectors including Healthcare. We looked at the data from January 2025 and compared to 2026. Healthcare increased its AI usage by 83% during that time, but it's still lagging at 37% in April.

Perhaps the bigger news in the AI field is Anthropic surpassing OpenAI in the paid business metrics that Ramp uses. 

Note the dashed lines are leaders to the labels, not the company projecting market share.

This item comes from the "absolutely not surprised" column. Americans worry about healthcare costs. Having said that, the scale of the issue is perhaps larger than expected; it surpassed inflation, the federal deficit, and unemployment to take top spot.

Muck Rack has updated their Generative Pulse report that looks at GenAI cited sources. The research involves analysis of over 25 million links from AI responses to a broad swath of prompts. 

One of the focuses of the report is which journalistic sources are being cited. One-fifth of healthcare sources are journalistic, which is lower on the scale of various industries. 

Across all industries the researchers found that journalistic sources were over one-quarter of all citations. This was followed by owned content from corporate sources. Five of the 10 top information sources are controlled or influenced by brands.

The most-used source for the tested queries was, perhaps unsurprisingly, Wikipedia. Other than this only YouTube and Quora made it into two lists. Reddit, often cited as a major influencer, showed up only on Gemini. It is important to note that these top domains will still be a vary small part of the overall citation collections.

Last week The VAB showed us that Pharma is the top spender in US national TV and this week they are highlighting that it's also the largest growth engine, and it's not even close.

Looking at these numbers another way we can see that pharma was almost 40% of total new spend for 2025.

Pharma has brands exiting the market most every year as LOE shuts them down, so this can inject more "churn" in the industry compared to others. The report includes links to the spenders, so grab a copy if you want to see the 16 mentioned by name.

Sensor Tower released a review of web traffic for Q1 2026. This quarter was a milestone because mobile web passed 50% of all views in the Sensor Tower data.

If this seems like a milestone that was previously passed, it was. Statcounter showed a tipping point for mobile web in 2016. 

The one use case that still leans towards PCs and large screens is streaming video. As evidence, here are the internet's top websites by visits: Google and its sister company, YouTube.

Then, when we look at time rather than visits, YouTube's long form video shows itself.

According to the Sensor Tower data ChatGPT growth has stalled in US sessions. Driving continued AI growth were Google Gemini and Anthropic's Claude.

Zeta has released it's email metrics trends which include the standard total and unique opens and also a special "true" opens. This seems to be an attempt to remove automated cache opens. This is something we haven't seen done well and we're still not convinced.

Cumulus loves to send data showing Radio is the untapped channel for marketers (and for some it can be) and here they provided some average ages for different channels.

For pharma marketers looking for a channel between TV and social, OOH and radio could be an option.

This additional data from the report shows how social click-through rates can be improved using off-channel ads on radio. Disclosure, this data is from 2023, but we don't see a reason it would be significantly out of date.

This story included a reference to a 2025 story about visuals on in-car displays in case that appeals.

A new report from Influencer Marketing Hub (IMH) looks at the state of the industry based on a study of 600+, presumably global, marketing professionals.

This one we didn't see coming. When asked what platforms they use, marketers said TikTok. However, the total doesn't even reach 100% and the chart says "top" platforms so we wonder if the question was single-select even though the analysis implies it was multi-select.

Brand marketers are looking more toward the smaller creators to get the better engagement their audiences provide. This doesn't represent budget size but it's most likely they are moving budget from one tier to another.

When asked about their influencer budgets, marketers were extremely bullish. A full 72% said they were increasing by 50% or more. 

It looks like those Micro creators might see some increases in 2026.

We do wish that the full  MM+M/Inmar Healthcare Marketers Trend Report had been published, but instead we are left scraping together some stats from the text. 

Full marketing budgets look like they are increasing by 8% year-over-year.

The article listed off some growth areas for pharma marketing budgets and Digital Video and Display is growing the most. We do wish they would separate out the different types of display (programmatic, video, endemic, etc.) but we take what we can get.

The full story is text-only, we compiled these charts from the numbers provided.