Research from ZoomRx looked at 30k interactions between HCPs and Reps for 500+ oncology brands to see what worked best. The results are worth investigating.

By far the most important topic for oncologists was efficacy. In fact nothing comes even remotely close. These messages were both effective and recalled by the HCPs.

(A bit of overkill with the arrows, they get it -Ed.)

The way to approach any heuristic is carefully, but that said they are still a ton of fun. In this study ZoomRx found that messages of 10-14 words and three data points were most effective.

Short messages with data points are almost purpose-made for Twitter. The use of the platform surrounding congresses should be evaluated more against HCP usage than the Musk-created headwinds the platform is dealing with.

Grab a copy off of ZoomRx's blog to get the full story. 

Last week was a busy one for Twitter as the company and its detractors worked hard to bury its potential chances for survival. Elon Musk made sure to do his part to destroy any remaining company morale and almost guarantee its failure.

If this opening sounds negative it's partially because we wanted the platform to succeed. In the past it has provided fertile ground for social campaigns with good ROAS. However, last week made it clear that "wait and see" is turning into "run and flee" (not convinced the rhyme is necessary -Ed.) for many advertisers.

First on the leaderboard is the now-infamous "free insulin" post from a fake-but-verified account. That sent the stock prices of three pharma companies down to the tune of many, many dollars. While they will certainly return to correct valuations no company welcomes that kind of volatility (click the image for original Tweet).

Approximately 100,000 brands sat in on a Twitter Spaces broadcast, probably more than had ever used it previously (snarky -Ed.), to hear about the platform's plans to curb misinformation and make it safer. It's important to note here that pre-Musk the platform wasn't perfect but it was acceptable. Post-Musk the worries are that hate and misinformation will increase. 

However, that's a tough "fact" to accept when the company's Chief Information Security Officer Lea Kissner has quit plus the chief privacy officer and chief compliance officer. The FTC is reportedly keeping careful tabs on the actions of the company.

Also, the New York Times highlights voting misinformation during the midterm elections and says that it was worse than would have been expected pre-Musk.

All of these problems could still be solved with a good plan and an enthusiastic workforce to implement it (here it comes -Ed.).

However, Musk made sure to prove his disdain for his workforce in his first address to the employees. Some main points:

It's too bad that Twitter is imploding. We really did want to see it succeed but Musk is learning that the "culture tech" of social media is very different than the hard tech of electric cars and spacecraft.  

Where will advertisers look now that Twitter is souring? There are many options to choose from, just some:

Klick has announced leadership in Latin America, Europe, the Middle East and Africa, with an Asia Pacific announcement soon. Two new names are:

The article also has other goings-on at Klick as we strengthen the core and expand our reach (that's a bit promotional -Ed.).

GWI has released its 2023 consumer trends report, focusing on non-health topics. Still, it's an interesting view into how consumers may act in the coming year. 

Consumers are getting closer to parity in the search vs. social race. Gen-Z passed over way back in 2017.

The US leads the global desire for customization when it comes to online personas. This market craves that creative control.

While this chart from the US report is humorous, it underlines the negative mood of many consumers heading into 2023. Not only do they worry about the illegal and immoral war in the Ukraine but they are becoming "crisis fatigued" about the environment. 

People can only care about so many things before they begin to turn off. It may be even harder to break through the attention wall in 2023 so make sure your creative is up to the challenge. This chart is the percent change in American listeners of the following music genres.

For a global look at how consumers are feeling these reports (global and US) provide some insight.

PatientView has released a few condition-specific cuts of its reputation data. The data seems old as they label it 2021. That said, patients with autoimmune conditions had a higher opinion of pharma in 2021 over 2020.

The actual chart is "The percentage of respondent autoimmune patient groups stating that the pharma industry was “Very effective” or Effective” at supporting patients during the Covid-19 pandemic, 2021 v. 2020"

A leaked video ... well, actually mistakenly published ... shows "Amazon Clinic." This looks like a virtual primary care offering  from the ecommerce giant and yet another experiment after the shuttering of Amazon Care.

With all the news surrounding Twitter right now marketers are wondering if there are other places to put budget. Unsurprisingly in this competitive market there are plenty.

When it comes to user trust, YouTube is the current top platform.

For buyers looking for safety, you can always just double down on the most popular platforms.

Alphabet's Verily mHealth group revealed a study at the American Heart Association’s annual scientific sessions that shows how effective its app is. 

It's not a panacea but benefits like this from a behavior modification app are worth looking at by marketers seeking adjunct tech for their treatments.

Marketing Charts highlighted up some BeReal data to September but we really want more up-to-date numbers on installs and actual usage.