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title: Klick Wire
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Physicians in hospitals can be harder to reach...

                                                           

|    Sign Up Today   View in Browser  Issue 612 May 6   92% Life Sciences use GenAI 64% Want GenAI for Medical AI-Assisted Patient Messages 76% Increase for LinkedIn 3% Dip in Pharma Rep 34% Increase in Instagram     |
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|     AI in Health 57% of pharma employees using GenAI, 92% firms Source: ZoomRx A full report from ZoomRx that was teased three weeks ago dropped last week. The State of AI report looks at how AI technologies are being used in life sciences.  57% Use ChatGPT   The company surveyed over 200 professionals in the industry and found that 57% of them were using ChatGPT. Image adapted for email from ZoomRx source   Only 27% are using the tool regularly which is likely influenced by the fact that 50%+ of companies don't want them to use it at all (for business purposes). 92% of Companies Are Engaged   While there is a damper on individual use of generative AI, most companies are engaging in the technology. Image adapted for email from ZoomRx source   That seems a bit hypocritical. However, controlled company usage is very different than chaotic employee usage so it's understandable.  Discovery Over Marketing   We don't know the employment makeup of the 201 respondents but the corporate uses of GenAI are more focused on patients rather than marketing. Image adapted for email from ZoomRx source   That and likely writing emails. Don't tell ICER. Check out the full report and a video of their webinar at the link below. — Read the full story from ZoomRx         Generative AI 64% of citizens want to use AI for medical analysis Source: The Verge The Verge surveyed over 2,000 presumably global citizens (no region specified) about their feelings regarding generative AI. Medical usage came out on top. Chart created from data in The Verge source   But the averages only tell part of the story. When broken down by age groups even the luddite boomers were over 50%. Chart created from data in The Verge source (full graphic available on request)   The uses of AI in medicine included both diagnoses for individual patients and development of new therapies for diseases. Respondents were asked if AI would have a positive impact in these uses. We can see that Vox readers (owners of The Verge, a technology and lifestyle publication) are even more positive than the average. This reminds us to always be on guard for selection bias. Image adapted for email from The Verge source   Finally, we'll highlight that between June and December last year AI dropped a bit in interest, likely as people tried it and became more familiar. On average 61% are still interested. Image adapted for email from The Verge source   The source document is a Google Slide deck so it is easy to repurpose. And you can see how many people are looking at it when you're there. There were nine others reviewing it on Thursday last week.  — Read the full story from The Verge           AI in Healthcare Longer read, quicker write for AI-assisted messages Source: JAMA Network Researchers engaged 55 physicians for a test of AI-generated replies to patient messages. T1 and T2 are three and six weeks after T0, respectively. Read Times Increase   Over the test read times of the GenAI initial messages increased for the active groups. Image adapted for email from JAMA Network source   Write Times Decrease   While physicians took more time reading messages, 21.8% on average, they saved time when writing replies to patients. This decrease in write times was smaller, however, at only 5.9%.  Image adapted for email from JAMA Network source   However, looking just at percentages doesn't tell the whole story. At T1 we see over a 20-second improvement for the Immediate group (see the paper for definitions) while read time only increased somewhere around 8-seconds (eyeballing the charts). That's still an improvement. Message Lengths Increase   AI has a reputation for being verbose and this seems like it was true here as well with the test groups longer than the control. Image adapted for email from JAMA Network source   JAMA has been publishing a number of AI-related items recently. Three others reported in the Wire: Perspectives of Oncologists on the Ethical Implications of Using Artificial Intelligence for Cancer Care Generative Artificial Intelligence to Transform Inpatient Discharge Summaries to Patient-Friendly Language and Format Comparing Physician and Artificial Intelligence Chatbot Responses to Patient Questions Posted to a Public Social Media Forum   — Read the full story from JAMA Network         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?       Social Media 76% increase LinkedIn engagements bucks trend Source: Social Insider Most social platforms are down year over year for engagement rates, but the one that bucks the trend is LinkedIn. It has smaller absolute numbers but it's up 76% year over year. Image adapted for email from Social Insider source   Native documents are PDFs on LinkedIn, i.e. long form text content. This format isn't found elsewhere and highlights the more deeply engaged B2B audience on the platform. — Read the full story from Social Insider         Reputation 3% decline in pharma reputation with patient groups Source: PatientView PatientView asked 2,500 patient associations around the world what they thought about the top pharmaceutical manufacturers. This is the 10th year of the survey, at least according to the trend chart provided. Image adapted for email from PatientView source   While respondent patient groups from some countries reported increases in the industry’s corporate reputation in 2023, respondent patient groups from Australia, a number of European and Latin-American countries, as well as patient groups from the USA, judged pharma’s corporate reputation to have declined in 2023.   — Read the full story from PatientView         Media 34% increase in Instagram ad spend Source: Tinuiti Tinuiti's latest quarterly benchmarks for digital ads shows Instagram in the lead for spend growth and Google search in the lead for pricing growth. After Instagram, it's a dead heat for Amazon sponsored products, Google search, and YouTube. Facebook lags but still posted a healthy spend increase. Image adapted for email from Tinuiti source   In the pricing side, a proxy for competition between advertisers, we see Google up top with Amazon (both CPC) with Facebook and YouTube showing small price declines (both CPM). Image adapted for email from Tinuiti source   As always this report helps media professionals track what's happening in digital ads across platforms and over time. — Read the full story from Tinuiti         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       AI in Healthcare It's a mixed bag for GenAI patient messages Source: The Lancet Researchers at Brigham and Women's Hospital in Boston, Massachusetts, USA studied the use of LLMs in patient messages. They used six radiation oncologists who wrote their own patient messages and then edited messages created by the LLM. Similar to the study published in the JAMA this study also found that GenAI-assisted responses were longer than human-only: The mean manual response (34 words) was shorter than the LLM draft (169 words) and LLM-assisted responses (160 words; p<0·0001 for all comparisons).   The benefit of the LLM-created messages was that they were regarded as more consistent and improved the informativeness and educational value. The risk of the LLM-created messages was that when the LLM missed information or failed to recommend an urgent scenario the human oncologist would sometimes fail to pick it up. Once they started using the LLM there was a tendency for the busy oncologist to over rely on the automated system. — Read the full story from The Lancet         Medical VR Apple most trusted to make VR Source: eMarketer A short article from Emarketer asks the question "is it too early to jump on Apple's Vision Pro? The answer may be "no."  Some surprising statements in the Emarketer brief: 21% of consumers said they would be interested in shopping with the technology in April 2023 25% of Gen-Z own an AR/VR device (not necessarily a Vision Pro) In terms of gender and income level, ownership is pretty evenly spread   That last one is extremely surprising as the device retails for $3,500 for the base model but the early adopter crowd may have a broader reach than I think (don't talk to the readers -Ed.). Image adapted for email from eMarketer source   — Read the full story from eMarketer         Regulatory CDER Office of New Drugs (OND) annual report Source: FDA CDER's OND has released its second annual report and for a marketer looking to see where the agency spends its time it has 74 pages of details.  There is some preamble, but the main body of the document is the following details for 10 different therapeutic areas. Notable Drug Approvals Guidances, Reports, and Notices Public Meetings Presentations and Conferences   The sections and therapeutic areas are: Cardiology, Hematology, Endocrinology, and Nephrology Drug Evaluation Sciences Immunology and Inflammation  Infectious Diseases Neuroscience  Nonprescription Drugs Oncologic Diseases Rare Diseases, Pediatrics, Urologic and Reproductive Medicine  Specialty Medicine Therapeutic Biologics and Biosimilars   The agency also released the Office of Translational Science (OTS) annual report as well. — Read the full story from FDA         Influencers & Creators Braver clients need stronger agencies Source: Digiday A story in Digiday talks about influencers and creators in pharma marketing. A couple of voices from Klick Influence chime in to highlight how creator management makes all the difference.  The Demand is There   “I’ve always found pharma, as an industry, to be a couple steps behind,” said Klick Health executive creative director Tim Jones. Now, he said, “it’s getting in lockstep with \[consumer brands\], as we get braver and braver clients.”   But creators require specialized coaching to help them navigate the world of pharmaceutical marketing. Management is Key   “All influencer messaging must meet the same standards as brand-created messaging and partnerships need proactive management,” said Jessica Botting, vp, strategy, influencer marketing at Klick Health in an email.   Klick's team has managed projects from one to 140+ creators and they rank highly in media mix modeling studies. You can view case studies from TikTok and an archived page from Twitter (a bit opportunistic, but a great case study so I'll allow it -Ed.). — Read the full story from Digiday         Healthcare Strategy Walmart shutters all 51 health centers & telehealth Source: Fierce Healthcare Last week Walmart issued a press release announcing it was closing all 51 health centers in five states. The value-obsessed retailer apparently couldn't make it work in healthcare. The Fierce story seems to indicate that some new locations are still in the works... That said, Walmart said it was still on track to open the planned 75 locations by early 2025, the spokesperson said last month.   ...however we don't read it that way. The new press release seems to quash all previous announcements: ...today we are sharing the difficult decision to close Walmart Health and Walmart Health Virtual Care. Through our experience managing Walmart Health centers and Walmart Health Virtual Care, we determined there is not a sustainable business model for us to continue.   So, Walmart is exiting primary care (but keeping pharmacies and optical).  “Primary care is often a loss leader for larger health systems but serves a critical role as a feeder of patients and customers for specialty care and procedures. Without those higher revenue opportunities, retailers must achieve high levels of adoption and volume to unlock profitability,” \[Forrester Principal Analyst Arielle\] Trzcinski said.   This is a great overview article and includes takes from other sources: Sara Vaezy, EVP and chief strategy and digital officer at Providence: you don't just set up shop, it's more nuanced than that Hal Andrews, president and CEO of healthcare data analytics company Trilliant Health: if they cannot, or simply won't, run these clinics that's ominous for rural health Colton Ortolf, head of product and design at Oak Street Health: it was a lack of a focused strategy Dr. Farzad Mostashari, founder and CEO of Aledade: talent limitations may have made growth and scale too difficult   — Read the full story from Fierce Healthcare         Regulatory Hidden risk for marketers with apps or website tools Source: Fierce Healthcare Fierce reported on the FTC publishing the Health Breach Notification Rule (final rule) in the Federal Register. This is the version with commentary and other additions, the clean version will likely be published on the FTC website. Pharma has been struggling with third-party pixels for X (was Twitter), LinkedIn, Meta properties, Google, essentially every platform. The issue started innocently since marketers don't have access to the actual user data so assumed the anonymized data was ok.  But the FTC quickly amped up the severity by finding they constituted data breaches and no matter what the platforms said they were doing with the data the potential for identifying patients meant that the FTC was going to take a worst-case view. Why it Matters   Pharma is generally not considered a party subject to HIPAA because it does not directly provide care (even though we limit pixels anyway out of caution). However, the new category of "health care services or supplies" may create a loophole (emphasis ours). The NPRM proposed to define “health care services or supplies” (the final term in the definition of “health care provider”) to include any online service, such as a website, mobile application, or internet-connected device that provides mechanisms to track diseases, health conditions, diagnoses or diagnostic testing, treatment, medications, vital signs, symptoms, bodily functions, fitness, fertility, sexual health, sleep, mental health, genetic information, diet, or that provides other health-related services or tools.   Reading this broadly, most pharma website tools or mobile apps could fall under this definition. Check your website provider to ensure any tools are not using pixels but also pay special attention to apps since those are harder to test. — Read the full story from Fierce Healthcare         FDA Roundup Stories from and about the FDA Regulatory Education for Industry (REdI) Annual Conference 2024: Innovation in Medical Product Development MAY 29 - 30, 2024     Medical Device Development Tools (MDDT)               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? 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