Is ChatGPT a friend or foe to pharma marketers?

The rise of AI tools like ChatGPT, Gemini, and Perplexity is transforming how patients and healthcare professionals search for health information. Instead of relying on traditional search engines, many now use conversational queries and receive direct answers from AI-generated summaries. 

Challenges for pharma marketers 

This shift creates both risk and opportunity for pharma marketers. At Fierce Pharma Week in Philadelphia, Will Reese, Chief Innovation Officer at Inizio Evoke, highlighted how “zero-click” searches – where users no longer click through to websites – make it harder for brands to maintain visibility. He also noted the risk of inaccurate AI answers, which could undermine trust if not addressed. 

Building credible digital presence 

To stay ahead, pharma companies must focus on what Will described as an “aggregate presence” – ensuring that content is credible, accurate, and consistent across all channels. This holistic approach helps improve discoverability while delivering real value to patients and healthcare professionals. 

Read the full article in Fierce Pharma to explore Will’s perspective in depth.

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