--- title: Klick Wire --- Last story is depressing ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­    ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­                                                               | Sign Up Today   View in Browser  Issue 740 November 9   92% HCPs use AI 83% of Women get Dismissed Up to 39% Improvement 42% of 65+ Say AI 95% See AI Barriers Carousels for Insta | | --- | | HCP AI Use 92% of HCPs use AI, 66% OpenEvidence Source: Sermo Sermo surveyed 3,067 US HCPs (physicians and APPs with a smattering of others) and found that 2,833 of them use AI in their practice of medicine. This data was gathered through the summer (June to September). What follows is data from the AI-using subset. Most Use OpenEvidence, Doximity Excluded From List   Sermo asked HCPs what AI tools they use. The physicians (1,820) that responded listed Open Evidence as their top AI tool, but we note that Doximity isn't on the list and that competitor to Sermo (subtle -Ed.) has had AI as its "front door" since May. Chart created from data in Sermo source   ChatGPT is number two on the list for physicians with just over half using the AI trail blazer.  73% of HCPs Train Themselves on AI   When asked how they learned about using AI, most respondents said they taught themselves, some others said a peer helped  them. This is 73% of the audience just "figuring it out." While this is admirable, it can result in wildly differing ways of using the tools which we expect leads to high variability in results. Chart created from data in Sermo source   80% Worry About Patient Self Diagnosis & Treatment   The top three concerns about AI are all about misinformation leading to bad patient outcomes. The first issue that affects the HCP themselves is the extra time it takes to correct the misinformation for the patient. Chart created from data in Sermo source   94% Verify AI Information   Pretty much all HCPs say they verify AI information. The Sermo authors seemed alarmed that only 34% said they always verify against a secondary source. It seems likely that the other 60% who only verify sometimes are simply using their professional judgement like they did before AI.  Chart created from data in Sermo source   What might be more alarming is the 34% who do not document their AI use. This makes diagnosing AI errors much more difficult later on. Chart created from data in Sermo source   There is a lot more data in the Sermo report but keep in mind you are looking at the 92% who use AI clinically. — Read the full story from Sermo         Patient Research Hospitals both trusted and not for women's health Source: Langrand Langrand commissioned a study of 1,000 US women ages 18-44 to discover more about their experiences with the healthcare system. Like other studies, this one shows that women are the health decision-makers, 77%, and 53% have children under 18. 83% Have Symptoms Dismissed   Women report having their symptoms dismissed due to lazy analysis "sometimes" or more often. That's a pandemic of poor healthcare. Image adapted for email from Langrand source   Hospitals Trusted Least for Honest Communication   The organizations that are typically trusted the most, the front-line hospital providers, have the most work to do. These groups are trusted the least while consumer brands are trusted the most.  Chart created from data in Langrand source   Doctors & Hospitals Most Trusted for the Future   While they are the least trusted for honest communication, respondents do think that hospitals' corporate hearts are in the right place. Hospitals top the list for groups that "support the future of women's health" with the most trusted group: doctors. Chart created from data in Langrand source   26% Trust Social Media As Much or More than Doctors   In this environment of dismissal and lack of engagement some women are using their own judgement and turning to social media for insights. It is not the majority but when one in four are doing this there is a problem. Image adapted for email from Langrand source   With 77% of women reporting they are the health decision-maker in the family, this audience needs more attention from the entire healthcare system.  — Read the full story from Langrand         GenAI in Healthcare Ambient AI reduces after hours notes Source: NEJM A study conducted last year looked at the use of ambient scribe technology for 5234 clinicians and more than 283,000 encounters. The study recorded modest time savings, but it also highlights that small benefits applied consistently can add up. Time Savings Up To 39%   The study highlights that for the present illness and assessment/plan sections of notes the clinicians saved around 84% of the time it normally took. The rest of the process wasn't as impacted so the overall savings were lower. Chart created from data in NEJM source   The minutes saved were seemingly less impressive, 3.8 for physicians and 9.9 for NP/PAs However when these savings add up to measurable percentages they can have an impact on HCP burnout, especially when considering the after-hours work. — Read the full story from NEJM         For a decade, pharma has treated personalization as a content problem. Pick a segment, build a persona, tailor the message, count the clicks. The most effective personalization systems work differently. They observe what people do, then match what already exists to the moment. A persona is a guess at why someone might act. A signal is the record of what they did. This perspective examines where responsiveness produces lift and where reach matters more. It covers the role AI plays in reading patterns and choosing a response, and the identity, content, activation, and measurement layers a brand has to connect before the moment passes.   Read Klick's perspective now       GenAI in Healthcare Older Americans say AI to lead to better health Source: Pew Research Normally, technology questions tend towards the younger generations but not this one. When asked if AI would make health outcomes better or worse, older Americans led with 42% saying better.  Image adapted for email from Pew Research source   Note the dramatic reversal in the younger demographic from 2022, the year that ChatGPT was launched. Doctors Remain Most Trusted   This question backs into the trust topic by asking how much confidence Americans have that different groups will use AI for the benefit of patients.  Image adapted for email from Pew Research source   Don't know must be a substantial category because for health insurance, for example, there is a missing 17% from the row. Doctors get the highest vote of confidence but even here only 26% are explicitly positive (and 15% must have said "don't know"). This highlights how much worry there is surrounding AI in healthcare.  AI Only for Simple Tasks   Even the simplest task, scheduling an appointment, only 29% of Americans trust AI on its own. Another 44% want a human to validate the appointment. Diagnosis and insurance decisions are at the bottom of the acceptability scale. Image adapted for email from Pew Research source   — Read the full story from Pew Research           Generative AI 95% social marketers report some AI headwinds Source: Emplifi Emplifi surveyed 405 marketing managers, across the US, UK, Australia and NZ in September to find out about their social media activities. For pharma social teams three areas stood out. 95% Report Barriers to AI Adoption, Reasons Diverse   With only 5% saying they have no barriers to further AI adoption, we are left with most saying they have some issues. However, when asked what the barriers are the top answer was only 26% of the population which implies there are more hiding in an "other" category. Chart created from data in Emplifi source   Instagram Has Most Interest in Increases   Meta's properties are still the strongest in the social mix though in non-pharma industries Instagram has taken over from Facebook in the top spot. Instagram is used by the most marketers, and gets the highest number saying they will be increasing investment there. Chart created from data in Emplifi source   Non-Vanity Metrics Climb in Usage   The top two KPIs are easy to measure so that explains their popularity. The question asked for the top three for marketers and this seems to have flattened their numbers. Our experience is that all marketers measure these values, but they aren't very insightful so they won't be in the "top three" as often. Chart created from data in Emplifi source   It's nice to see more complex measures in the list though "social-attributed revenue" can be a tough metric so it's not surprising it is low. For more insights into brands' social measurement grab a copy of this data-driven report. — Read the full story from Emplifi         Social Media Carousels for Instagram, Reels for Facebook Source: Social Insider Social Insider looked at millions of posts to see what caption (a.k.a. post copy) length is best. Social marketers will be interested in the details there but we just pulled out the top post types for each platform that has more than one. Instagram: Carousels   Image adapted for email from Social Insider source   Facebook: Reels   Image adapted for email from Social Insider source   LinkedIn: Multi-Image Posts   Image adapted for email from Social Insider source   TikTok: TikToks   TikTok only has the one organic format (according to this study) and it was rather unaffected by post copy length. It is important to highlight that the engagement rates were between 4-5%. Always a good time if your audience is younger. — Read the full story from Social Insider         Women are among healthcare's most targeted audiences. New Klick Health primary research suggests they are also among its most misread. Companion studies among 248 women consumers in the U.S. and 157 HCPs across eight countries examine the gap between how women navigate healthcare and what brands assume about them. The findings suggest brand trust functions as a clinical variable. Explore what drives treatment initiation when clinical variables are equal, and what a generational shift in brand loyalty means for women's health marketing.   Read Klick's perspective now       AI Advertisements ChatGPT ads show lower results than organic Source: Ecommerce Research Researchers looked at how ChatGPT ads performed in the initial weeks when launched in the US and seven more countries in four groups. They compared this data to Europe which does not yet have ads.  Ads Appearing in Unpaid Accounts   For many of us in marketing departments, we have paid ChatGPT access so we don't see ads daily. They are there. Open Incognito (Ctrl-N) and jump over to the tool to see for yourself. Here are a couple of ads based on quick searches / chats. Examples gathered from ChatGPT on unpaid, anonymous account   Referral Volume and Conversion Rate Both Declined   In the study referral volume and conversion rates both declined after paid ads were introduced. We have to point out that conversion rates and for many weeks were straddling break-even so technically that is not a finding. Note also that these are weeks before and after relative to the introduction of ads and the actual dates varied per region. Image adapted for email from Ecommerce Research source   This may be disappointing for advertisers as these results are far below the organic results from ChatGPT. Chart created from data in the Ecommerce Research source   — Read the full story from Ecommerce Research         GenAI in Business 61% of marketers more positive toward AI content Source: Ahrefs This study slipped past us when we covered Ahrefs' story on Google AI Overviews (which then spawned our research into branded and unbranded AIO results). This story is based on a survey of 301 marketers and looks at their approach to AI in 2026 compared to 2025. 61% More Positive   Getting right to the headline, we see here that nearly two-thirds of marketers are more positive towards AI content with only 17% on the negative side. Chart created from data in Ahrefs source   AI Used for Editing & Outlining More Than Creation   In this chart we see how marketers are using AI in their content. Most are using it to help them do their work rather than having the AI create the actual draft. Chart created from data in Ahrefs source   Claude Taking Over For Content   Marketers now choose Claude more often than ChatGPT. Image adapted for email from Ahrefs source   — Read the full story from Ahrefs         Mobile Health Apps Health apps third on monthly sessions Source: eMarketer Health and fitness apps get good engagement according to Airship and reported by Emarketer. Keep in mind these are more "fitness" than "health" and your pharma brand app will not get opened (you mean won't get opened monthly, right? -Ed.). Image adapted for email from eMarketer source   — Read the full story from eMarketer         AI in Healthcare AMA: Doctors should not carry all the liability for AI Source: AMA More than one-third of physicians in an AMA survey said clearer liability rules would most increase their trust in AI and willingness to adopt it. The AMA argues that responsibility should follow each party’s ability to prevent harm: Physicians: Accountable for clinical decisions they can meaningfully review and influence—not hidden errors they cannot reasonably detect. AI developers: Responsible for design, validation, warnings and risks within their control, including after deployment. Healthcare organizations: Responsible for tool selection, local validation, training, workflows and ongoing safety monitoring.   This is a position paper and doesn't have stats or studies in it. It does take umbrage at developer contracts that attempt to absolve the technology provide from any medical harms. Contracts should not allow developers to transfer responsibility for defects within their control to physicians or deployers, and other parties should remain accountable for their own independent failures.   — Read the full story from AMA         Trust Trust didn't decline as much as reported after COVID Source: JAMA Network This data isn't exactly fresh, it refers back to the COVID pandemic that started in December, 2019 and was no longer an emergency in May 2023 (you forget how long that was -Ed.). It is limited to oncology information so it shows trust in a more engaged topic than perhaps other studies.  During that time the paper documents a reduction in trust in government agencies for cancer information. Chart created from data in JAMA source   Compare this to half of Americans trusting the CDC's public health recommendations and it's obviously better. Keep this in mind when looking at general stats vs. your brand's condition (don't talk to the reader -Ed.). — Read the full story from JAMA Network         Market Research Depression study shows the emotional burden Source: Life Sciences Company A new study on Treatment Resistant Depression (TRD) looks at both patients and caregivers. This version of major depressive disorder is insidious because, as the name implies, nothing helps. The feelings of hopelessness, fatigue, emptiness, mental fog, and worthlessness just go on and on. It becomes a useless task to tell anyone because no matter what the patient tries nothing changes and the loved ones / confidants eventually tire of hearing the complaints. Years of "just try this..." have resulted in nothing except some drug side-effects and deeper hopeless feelings (do you need to talk? -Ed.). Patients aren't the only ones who suffer from TRD. 95% of caregivers of 3 years or longer are "somewhat" or more "emotionally drained." Image adapted for email from Life Sciences Company source   Patients, of course, aren't doing great either. They can sense the judgement and frustration from others in their lives. Image adapted for email from Life Sciences Company source   To get a real sense of what patients and caregivers go through with TRD, and insights that may translate to other chronic conditions, grab a copy of the PDF. We don't publish life science company names so you'll see it when you click. — Read the full story from Life Sciences Company         Regulatory Roundup Stories from and about the FDA FTC Staff Warn Marketers of Healthcare Plans and Lead Generators Not to Deceive Consumers about the Terms of the Advertised Plans     FDA Warning Letter (not just an untitled letter) for risk minimization and omitting material facts     Evaluating Benefit-Risk in Robotic Medical Devices with Autonomous or Remote Teleoperation Capabilities: Discussion Paper and Request for Feedback     Medical Device Cybersecurity (updated)     A new OPDP NOV letter for a TV commercial                  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     © 2026 All rights reserved. Klick Health® is a trademark of Klick Inc. Privacy Policy | | --- |