A new report from Monigle is the company's sixth (!) about healthcare consumers in the US. It is based on 3,000 survey responses from November to December last year.

The following chart shows the distrust for HCPs. Note that 31% distrust likely means 69% trust so most Americans do trust their doctors. However, check out the kick in the distrust number for 25-34 year-olds. 

The report goes into detail about seven different segments and it's worth looking at for that detail. 

When asked how these segments preferred self-care the whole-health segment is top of the list.

The distrust of HCPs is reflected in the rise of "my own research" in respondents. Note that it's only returning to 2020 levels but at that time we were in the middle of COVID-19 chaos and that was a high mark in this metric.

This report is interesting for anyone talking to healthcare consumers. The 67-page report has a ton of insights. 

New research from Gartner looks at how CMOs are dealing with budget pressures. 71% believe they don't have enough budget to execute on their strategy (we wonder if that is actually different from other years).

What they are spending on in tough times are social and digital video... plus a full range of other channels. Note that none of the channels is seeing a majority reduce spend, but some are more volatile than others.

Influencer marketing wins at being the channel with the least decrease, but that might be a side effect of it being a younger tactic.

The press release linked has more information but the full report is available only to Gartner customers.

Scientists at Klick Labs have found a way to detect people at risk for diabetes before a doctor would make the same diagnosis. The results are in the peer-reviewed "Homeostasis as a proportional–integral control system" published in the Mayo Clinic Proceedings: Digital Health.

Shown visually, we can see that 29% of males and 21% of females defined as "healthy" by clinicians actually exhibit symptoms of pre-diabetes.

This result shows that over one-in-five patients who could use diet and exercise to avoid potential type-2 diabetes and improve their quality of life while saving health systems money in the long run.

All growth in TV upfronts is coming from digital platforms as linear TV stagnates. To be clear, it's not dropping like a rock, but it's slowly eroding as the audience ages and digital invades more homes on the big screens. 

Thanks to MNTN this report "Upfront TV and  Digital Video Forecasts  and Trends 2023" is available for free from Insider Intelligence. It highlights how much growth is happening in the digital side of video and TV.

If your brand is into TV and/or CTV this report is a must-read.

Americans are heading to the pharmacy for their non-emergency medical care. They are doing this for both cost and convenience reasons. 

This activity is skewed younger with both Millennials and Gen-Z above 50%.

Check out the infographic for details on patients' views on pharmacists and their desire for generic medications.

Google got scooped by Bing for adding AI to it's search offering but it's arriving nonetheless. 

Pinterest is increasing skin tone representation in its image search and related products results. Below are two results looking for a white shirt.

This was the source image so you can see that the more diverse results are expanding skin tones away from the original image.

We would also point out that image generation tools such as Midjourney, if they use Pinterest as an image source, may slowly edge towards more diversity as a result. That's a big "may" because it depends on a lot of unknown (and perhaps unknowable) technical details.

Avid Wire readers may note that we don't talk about Pinterest very often because to date they do not accept advertising from pharma companies. I'm not sure what our NDA status is with Pinterest (don't talk directly to the audience -Ed.) so I'll leave it at that. But you may want to reach out to your Social Strategy contact at Klick (opportunistic, I like it -Ed.).

Twitter is leaning into video in a big way. The company has enabled long form and is now enabling picture-in-picture functionality similar to YouTube. 

Also in Twitter news. The company that was spoofed with a paid validated account that tweeted that insulin was now free has rejoined the platform. That is a pretty strong signal that the platform is still important to pharma.

First, an admission, this story isn't particularly "digital." However, when we saw (more formal, please -Ed.) an IQVIA report on global oncology trials we knew some of our audience would be interested. 

This 75-page report is chock full of interesting detail on oncology trials worldwide and shows that China is literally (figuratively -Ed.) exploding with new trials and taking a much larger share of the global pie.

Meanwhile, AI and related technologies do not seem to be making a dent in the phase I to III survivability of trials. They are growing in numbers but look proportional to this untrained eye (sigh -Ed.).

There's a lot more data in this report, and anyone interested in oncology clinical trials will want it.

Content that makes fun of your detractors is prime pharma territory. Hear me out (stop talking to the audience -Ed.).

Pharma lives in a world where our patients have a very different (and more positive) view of us than the general population (Klick Wire from Feb 06). So we're in a great place to play on that variance, similar to Oatly who does not care in the least what MAGA Republicans think about their milk replacement drink.

Because they wanted to galvanize their pro-Oatly market they created "fckoatly.com." This site pokes fun at all the manufactured social media misinformation and just plain bad press over the past few years.

The way the company leaned in to the various social media "controversies" is epic and worth a read for contrarian marketers who believe in doubling-down on the people who actually care about the brand.

When asked about the top challenges with marketing on social media, marketers said keeping up with trends and topics.

For pharma you would likely want to reverse these (Meta interface changes, anyone?) but regardless they're both important.

YouTube is abandoning Stories (what was that? -Ed.) but Shorts are still available to disrupt your experience (don't talk to the audience -Ed.).

Shorts are the TikTok clone but Stories were the Snapchat clone. Pretty much says it all.