The Klick Wire has another exclusive with Healthlink Dimensions on some data that really is exceptional. For this report the company partnered with DeepIntent and compared what HCPs said (survey of 896) vs. what they did (2.4 million email opens on 221 campaigns). 

HCPs are surprisingly warm towards clinician ads and most do admit to noticing them. On the left we see how many are receptive and on the right we see how many have noticed ads directed toward them.

When asked, HCPs say they are relatively "flat" in their email opens across the day but when study authors looked at actual open times a different pattern emerges.

This illustrates something we know but is difficult to prove: people are not good at describing behavior in surveys. They are much better at describing reactions and emotions (or, that is harder to disprove, but that's a deeper rabbit hole than we have time for -Author).

Regardless of when they are receptive, one thing that stands out in the research is that repetition works. I'll say that again: repetition works (stop it -Ed.).

When looking at CTR on emails, the (likely small) value remains consistent up past 15 emails. This might encourage some email marketers to build longer campaigns as there seems to be no downside. 

And the number of channels matters too, don't stick with just email. If we take the Rx rate for one channel as 1x (the researchers didn't release the very small number) and pile on more channels we get this:

So, the researchers measured a 4.9x lift in Rx when marketers used two channels over one channel. They they said that "3+" channels can get up to 9.3x. Is the second channel Reps? How many is maximum? What is the variation? The questions are many but the base concept seems valid.

And, finally, here are the social platforms HCPs say they use. Meta is top of the pile, so that's a great place to start for HCP social, but TikTok is in the running with 51%.

This 13-page report has multiple data points on every page. For this density and the comparison of survey and usage data it gets the coveted Must Download award from the Wire editorial board.

A report from Precision AQ is based on a survey of 100 healthcare providers across multiple specialties — 70% in rare or orphan disease, and 49% in oncology. When asked what was the most helpful source for market access information, the drug rep came to mind first. 

When oncologists were asked about their preferred sources of updates, reps again came first and were followed by emails. 

Other stats in the report on HCP opinions:

A new study in the NEJM and conducted by RWJBarnabas Health shows the benefit of using AI in the emergency room.

A new study of 2,000 employed U.S. adults ages 18-65 in March 2026 looks at their approaches to healthcare. Around one-quarter use AI to manage their health and more use online information (Dr. Google) than harder-to-access HCPs.

This is the classic convenience vs. quality tradeoff. For easy or non-urgent issues convenience wins every time.

This data is only for the 24% subset who use AI to manage their health. Of that group 26% have done this in lieu of seeing their PCP and 15% in lieu of a therapist. 

For Gen Z Dr. TikTok is taking over from Dr. Google. More of this age group has found Dx or Tx information on social media than from their family doctor. 

BioPharma Dive looked at the top 50 drugs by sales and estimated their end of exclusivity in the US and EU. We charted out the drugs by length of exclusivity based on this data.

If you've got measurement headaches you're not alone (don't speak to the audience -Ed.). In this report from AppsFlyer, based on a survey of 157 agency and brand marketers, the measurement concerns are front and center.

Measurement should bias investment, if it's measuring the right things. However, 58% of marketers say that it biases the wrong things and 10% don't even have enough data to answer. 

It's not unfair to ask marketers to justify their spend ... but when metrics overshadow experience brands will lose value. This result seems to say that marketers are frustrated with the amount of ROI justification they are expected to prove.

Marketers under __________ pressure to demonstrate ROI:

Part of any ROI conversation will be the potential for expanded use of AI. When marketers stumble with AI usage it's typically data, and not skill, that limits its effectiveness. 

Redesign Health surveyed 112 senior executives using Epic as their EHR platform to determine how new AI startups can compete. 

With the selection bias of Epic being a criteria we can't look at usage directly. However, of the respondents 71% describe themselves as "Epic first" and 91% have “complete” or “significant” confidence the company will execute on its AI roadmap. That's strong "benign entanglement" for Epic.

When asked which parts of the AI roadmap were most interesting, ambient scribe technology came first.

Respondents aren't completely sold on Epic's AI roadmap, however. When asked where startups have the most opportunity the top items have overlap with what Epic is planning to deliver.

Americans have healthcare and health insurance on their financial worries list... but they are low in the ranking.

Reddit released a report on women's health that looks at the activity in these subreddits. They reported on growth but we prefer absolute numbers and charted the weekly visitors and contributions.

If women's health is in your portfolio this report may have some valuable insights. 

Gartner's latest planning deck includes an insight on what marketers say are their growth strategies. Customer experience tops the list in front of improving products or adding new ones.

LinkedIn has added an Seems like AI Slop button to allow users to flag posts that don't meet their minimum standards for quality.

Here's a new idea: serve different ads to the AI scrapers than the human audience.