Summary: More than half of HCPs now use generative AI for research, so pharma brands should focus on share of answer, meaning ensuring content gets cited accurately in AI-generated responses, rather than chasing share of voice. Brands get ahead by using AI-driven insights to clear internal data bottlenecks and by having Medical Affairs and brand teams pre-approve structured answers to key clinical questions.
In a recent Pharmaceutical Commerce article, PFIQ’s Hemal Somaiya and experienced pharma omnichannel consultant Alison Tapia discussed the need for pharma brands to compete for share of answer, not just share of voice. Here’s where things stand:
- HCP search habits have already shifted. Over half use generative AI for scientific research, and clinicians now trust it more than sales reps.
- Being visible doesn’t mean being the answer. AI engines like ChatGPT and OpenEvidence may not use existing, approved brand and disease content in their answers if it isn’t crawlable and well structured.
- Slow operations are a hidden drag. Manual processes and lengthy data-cleaning cycles can delay brand responses by months.
The good news: brands can get ahead with three moves. They can audit how they show up in AI answers, align Medical and Marketing around pre-cleared responses, and let AI automate insight generation. HCPs then get timely, relevant information whether they ask an AI engine or a field rep a relevant clinical question.
Read the full article on Pharmaceutical Commerce.