Pharma marketers urged to adopt share-of-answer strategy as AI use surges among physicians

Pharma marketers are planning for 2027 as artificial intelligence reshapes how clinicians seek clinical answers. The rise of AI tools means that traditional metrics like share of voice and broad omnichannel reach may no longer capture the effectiveness of marketing spend.

Recent data show that 81% of U.S. physicians now report using AI tools in clinical practice. In April 2026, NBC News reported that 65% of U.S. doctors used the OpenEvidence platform across nearly 27 million clinical encounters, while a global survey found 54% of healthcare professionals rely on generative AI for information.

These trends push marketers to focus on "share of answer" – the proportion of times a brand is cited as the source of information – rather than just being seen. Decision‑makers need to know where providers look for answers and what influences their choices before allocating AI‑driven advertising budgets.

Stephen Onikoro, chief operating officer of PharmaForceIQ, cautioned that spending on AI ad placements based solely on impressions is insufficient. He emphasized that data‑driven insights about HCP behavior should guide budget decisions.

Overall, the article advises pharma marketers to shift from impression‑centric planning to a data‑focused approach that measures actual answer citations, ensuring AI spend delivers meaningful engagement with clinicians.