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Issue 546
January 16
HCP Engagement
HCP walled gardens compared
Source: LiveWorld

LiveWorld's Chief Medical Officer, Dr. Umar Siddiqui, has compiled a comparison of the different HCP-only social platforms. As a doctor he has access to these "walled gardens" and provides an insider's look into their functionality. 

The 3-page PDF includes this comparison chart with the functionality of each platform compared. 

Image adapted for email from LiveWorld source

In this chart is a comparison of membership and usage. Unfortunately, we aren't provided with a methodology for these numbers. That said, they are better than nothing so we charted the different values and ranked the "winners." 


Interestingly, the lesser-known Figure1 (the Instagram for doctors) leads here. The platform has a lot of medical students and includes nurses and pharmacists.

Chart created from data in LiveWorld report
Medscape Trounces the Competition in Visits

Medscape trounces the competition in visits while having the lowest registered members. How does it do this? By not strictly being a "walled garden."

The site includes some medical news in front of the login and only requires that for more in-depth interactions. 

Chart created from data in LiveWorld report

As a site that requires a login, Doximity makes a very strong showing. 

Bounce Rates and Time on Site Favor Sermo

Sermo has fewer US doctors than Doximity (it is global while Doximity is US-based) but it has a great showing for bounce rates (low) and time per visit (high). 

Bounce rates, chart created from data in LiveWorld report, lower is better
Time on site, chart created from data in LiveWorld report

This little summary is a worthwhile download but we wish we knew where the author got the traffic data. 

Read the full story from LiveWorld
Ad benchmarks! Not for pharma...
Source: DISQO

Pharma marketers often want to compare themselves to non-pharma to see where they stand. Thanks to some consolidated data from Disqo now they can. 

Disqo took advertising results data such as brand favorability and averaged them across multiple categories (almost certainly not including pharma). This chart shows the percentage lift across different measures.

Image adapted for email from DISQO source

Brand metrics were strongest but the more action-oriented ecommerce was high as well. 

Creative Matters

The report digs into the Brand Favorability metric to look past the average of +3.22 percentage points. Here, we see that a quarter of all campaigns have less than 1% lift in this metric. 

Image adapted for email from DISQO source

Meanwhile, 24% get 6 or more points of lift. There is no analysis of the individual campaigns but one can imagine that they have much better creative than the lowest 26%. Your creative matters, don't stifle it with budget cuts and short timelines (too much soapbox -Ed.).

Read the full story from DISQO
Market Research
Video increasing, email dominant in marketers' mix
Source: Salesforce

Salesforce's 8th State of Marketing report uses survey results from 6,000 global marketers to identify trends. Interestingly, pharma marketers are specifically excluded from the cohort:

Healthcare (not including life sciences and biotechnology) ... 6%


This may indicate that Salesforce sees pharma marketers as significantly different from the mainstream. This is something that we already knew but it's interesting to see Salesforce picking up on it. 

Video Increasing

In the chart featuring top growth areas for marketers we see that video takes the two top spots for usage. Also included on the list are influencers and user-generated content showing how these interactive channels are increasing in importance. 

Image adapted for email from Salesforce source
Email Still Dominates

Sometimes the story is that there is no change. While marketers might talk about shiny objects all the time, email continues to be the workhorse of personalized messaging. 

Image adapted for email from Salesforce source
Web3 Still in Planning

97% of marketers either have or plan to have a Web3 strategy. As a reminder Web3 is based on blockchain identification and enables more decentralized interactions, it's not just the metaverse or NFTs. 

* this item is actually "Don't know" but we felt this was more fitting

51% have a Web3 strategy they say. Many of these might be summarized as "wait for Web3 to become viable." Pharma marketers shouldn't feel like they are missing out yet. However, let's keep an eye on those technologies, they aren't going away.

Read the full story from Salesforce
Building a PSP With the Future in Mind

A recent systematic review showed that 64% of PSPs report at least one significant positive clinical outcome for patients taking their product … is your PSP generating RWE? Download this POV to find out about designing new and existing patient support programs (PSPs) to generate outcomes and other key data across the patient journey.

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AI in Health
Microsoft adding AI to search engine Bing
Source: Reuters

It is being reported that Microsoft is looking to integrate the AI that runs ChatGPT into the Bing search engine. This may signal that the company is looking to provide a more conversational interface to the tool as it tries to compete with Google. 

This isn't the first announcement of the company integrating AI into Bing. Back in October they announced that they would integrate DALL-E into something called "Image Creator" in the search engine. One use case for the tool was the creation of unique thumbnails for repetitive images such as chapters in a podcast.

Image adapted for email from Reuters source

These stories highlight how search engines are being pushed to be more interactive as Gen-Z heads towards tools like TikTok for search.

Read the full story from Reuters
Influencer Marketing
TikTok to become #2 influencer platform by 2024
Source: eMarketer

TikTok is on track to pass YouTube in influencer revenue by 2024 and take the #2 spot, far below Instagram.

Image adapted for email from eMarketer source

Note that these are all percentages of a growing market, all of them are likely increasing in terms of real dollars. 

Read the full story from eMarketer
Video takes over the small screen
Source: has released their State of Mobile 2023 and it shows just how massive video has become. First, however, the top-line numbers. They show that hours spent continues to rise on mobile.

Image adapted for email from source
Hours Continue to Rise

This chart is total hours by country so in some ways it is just a population count. Regardless, it shows how mobile hours are rising almost everywhere. Note the scale change between the two charts, 0.2T to 200B.

Image adapted for email from source
Chat First, Video Second

The number one use case for mobile devices is communications with WeChat the top consumer of hours (we're not sure if the built-in apps are included in this data, we suspect Messages on Android and iOS are actually the top).

After chat, however, video takes the next two slots. 

Image adapted for email from source
Telehealth Dominated by 45+

Older demographics can use technology too, when they need to. When broke down health apps by type and age-group the 45+ cohort dominated telehealth. The 25-34 group dominated Women's Health which likely includes fertility apps. 

Image adapted for email from source

Data from the USA is shown, other countries can be selected from the interactive website. 

Read the full story from
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AI in Health
OpenAI considering going public
Source: Reuters

OpenAI, creator of ChatGPT, is looking at tendering an offer to go public and could be looking at an initial amount of $300 million that would value the company at $29 billion.

The firm expects business to surge as it pitched to investors saying the organization expects $200 million in revenue next year and $1 billion by 2024


Read the full story from Reuters
Health insurers not trusted with data
Source: Virgin

It's not news but it reinforces what we know: Health insurance companies are not trusted. When it comes to health information roughly 67% (eyeballed from the chart) would tell their provider but few would voluntarily tell their insurer. 

Image adapted for email from Virgin source

Friends win in a couple of categories but by and large this report on social determinants of health show they are kept quiet by patients. 

Read the full story from Virgin
Gaming is more than "hard core"
Source: IAS

When most marketers think "gaming" they think of younger people playing on a console or PC. This is no longer true, mobile is the number one gaming platform and has been for a while. 

Image adapted for email from IAS source

Gamers are ok with ads, as long as they don't get in the way of gameplay. 


69% of gamers are open to in-game advertising as long as the ads do not disrupt the gaming experience


61% of gamers prefer to see ads that are related to the content of the game they are playing


57% of gamers are likely to purchase from a brand whose ads are relevant to the content of the game they are playing


Read the full story from IAS
Connected TV
The more things change...
Source: MNTN

Here's a fun story from MNTN. It's all about local TV ads from the 80's and 90's. Notice that the top two elements of these ads were CTAs. 

Image adapted for email from MNTN source

The best part of this article are all the old ads linked on YouTube. When you have a minute check them out. 

Image adapted for email from MNTN source

Read the full story from MNTN
Did you know? The US IRS has a guide for individuals
Source: FDA

We didn't know the US government publishes a yearly guide on personal income taxes. It costs $11 but seems like a good investment. We wish other countries did the same.

Image adapted for email from FDA source

Read the full story from FDA
Nurses win trust, doctors in second
Source: Statista

It's not surprising when HCPs are at the top of the chart for trust, usually with scientists. But the bottom shows Members of Congress below telemarketers. Ouch.

Image adapted for email from Statista source

Read the full story from Statista
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