Email and mobile, that's what you need to focus on for Nurse Practitioners / Physician Assistants (NP/PAs). This, according to a new report out from Healthlink Dimensions and exclusive to the Klick Wire. The company surveyed over 250 NP/PAs in August to get this fresh look at what they value.

When asked what channels on which they prefer to receive industry information, Email came out way ahead.

Notice that "in-office" is on the list. The report highlights that 64% of NPs and PAs allow in-office visits from medical sales representatives.

The report also features the content that NP/PAs want. For example, 88% say they welcome information about new medicines, new drug delivery systems, or new uses for existing medications.

It's not just that essentially all NP/PAs use email, but they do so on mobile platforms. When asked for their device preference, a whopping 94% said mobile, either iOS or Android.

And this audience is responsive, at least to peer and patient communications. 

Data provided by Healthlink Dimensions, again exclusive to the Klick Wire (don't brag -Ed.), shows what platforms NP/PAs use. This is the first time we have seen HCPs asked about public and professional social media at the same time. Doximity did very well here considering the audience and that it's mixed in with Facebook and LinkedIn.

While social is not the preferred channel for most NP/PAs it is used by 90% of them and they notice when they are targeted for messaging.

There is a lot more information in this excellent report on NP/PAs. Just like it's HCP predecessor, it receives the coveted Klick Wire Must Download award.

Doximity has a new free feature for doctors called DocDefender that scrubs the internet of a physician's personal information. The response from doctors was enthusiastic: 

This is the kind of service that drives brand love. Here, Doximity is seen as caring about not only the doctor as a professional but also them as a person. 

Back in July we reported on a JAMA story about increasing harassment of physicians. A survey of 2,000 doctors from Doximity showed that 85% of them worry about their personal information being available online, and that number jumps to 96% for PM&R specialists who deal with opioids.

Results from a poll of 2,056 physicians on Doximity shows how worried they are about having their information found online. Not surprisingly, female physicians were somewhat more worried but males were also concerned.

The worry also varies by specialty. The top six specialties worried about this are:

Meanwhile, the top specialties to have actually had this happen to them are:

Readers can see why Doximity received that standing ovation from our earlier story.

A new report from the DHC and LiveWorld titled "Why Social Media ROI" looks at social activities for pharma marketers. To be rather blunt there is no "silver bullet" here, ROI determination is just hard work. There are, however, some excellent insights into social use by pharma marketers.

There is a heavy focus on HCP when it comes to social but DTC is closing in.

While reach is often easier on consumer social platforms, HCPs tend to find the content on professional platforms more credible. 

It does indeed, but you won't find a calculation here that you can apply to your project (remain neutral -Ed.). What you will find are excellent quotes from pharma marketers actually using social in their campaigns. The link goes direct to the PDF ... no form to fill in!

When you are ready (ahem -Ed.) check in with your Klick rep. We have a model for social ROI that plugs into other activities and takes the heavy MMM from large brands and scales it down for everyday use (opportunistic and promotional but also true so I'll allow it -Ed.).

Advisory Board charted some of the results of a CDC study on HCP mental health issues. Burnout in particular was shown as an issue. 45.6% of respondents were "often" or "very often" feeling burned out according to the study.

President Joe Biden tapped his former boss, Barak Obama to help with drafting the executive order from last week on AI regulation.

Biden and his team understands the urgency with AI.

The main points in the executive order are:

LinkedIn announced it's AI tools for job searchers and at the same time dropped that the platform had reached one billion members. We found a dataset of member growth for the platform and charted it's path to one billion. 

To take the irregular dates in the dataset and chart them regularly we could have done a bunch of Excel things but instead used ChatGPT Plus to do the work (like last week just reply to this email to get a personal demo!).

There are also AI-driven announcements in the press release about new LinkedIn Premium features:

The 11th survey on US public health trust is out from the University of Pennsylvania's Annenberg Public Policy Center. This panel of 1,500 US citizens has been tracking vaccine hesitancy and other topics since April, 2021. This latest installment was conducted in October, 2023 and the results are surprising. 

The legend is hard to read but the yellow line is the number of people who believe that the COVID-19 vaccine is not safer than just getting COVID-19. The group charitably titles this "% of respondents holding science-inconsistent views."

If you're looking for a rather depressing report on public health views this will be an interesting read (don't talk to the audience -Ed.).

60% of U.S. adults are very concerned about deepfakes and  58% about voice clones. As these technologies get more common people are both excited by and worried about them. 

The largest groups are extremely positive or negative, presumably depending on how they expect deepfakes to be used.

To that point, banking generates the most worry for obvious reasons but healthcare is in the mix as well.

In terms of where people have knowingly encountered deepfakes and voice clones, social media sits at the top but popular media is close behind.

This full report is 79 pages and explores a large number of facets of the issue. It also includes three positive use examples and five fraudulent ones. 

Facebook, YouTube, and Instagram all saw ad pricing fall in Q3 while Amazon search and Google search ads both posted pricing gains according to Tinuiti's anonymized data.

These changes are coming off a 2022 that was also correcting for 2021's increases. Don't cry for Meta though, it made up for the lower CPM with much higher volumes.

Phones were driving Google spend and click growth in Q3.

As always there is a lot more data in these Tinuiti reports. They are based on the clients of Tinuiti, so that may introduce some selection bias, but they are still good inputs for media folks.

It was only a matter of time until the virtual influencer movement linked up with generative AI. It's a little surprising it took this long as some artists at Klick have already done this on their own, looking at you, Owen (don't call out coworkers, but he and Nicco are awesome -Ed.).

The name comes from hacker jargon in the 80's and 90's meaning "elite" with the numbers representing letters.

The hacker mindset seems to characterize the company with users being called to contribute to what the virtual influencers do. Also, they are using ChatGPT and Midjourney. The latter is evidenced by typical GenAI errors in their trailer video.

Health is already in the backstories of at least one of the first 50 "entities." 

YouTube released generative AI tools for its creators and they are meant to make content creation even faster for this group. 

Affiliate links have always been an important revenue play for popular US creators, second only to sponsorships. As you can see from the numbers, brands will typically combine the two rather than rely on one or the other. 

For Rx marketers this isn't quite as important, they are already strictly in the sponsorship camp. However, for OTC marketers Amazon's healthcare push is an opportunity for direct affiliate marketing as well. Just remember to combine it with sponsorship for the highest quality creators.