Pharma’s new gatekeeper: AI’s rising role

Remember trying to get into the hottest club in town where the bouncer was scanning every person at the door, checking their shoes, nails, outfit, attitude, and everything in between? Just showing up dressed to the nines didn’t cut it. The real skill was catching that bouncer’s eye, speaking their language, and proving you belong in the club.

That’s exactly the challenge pharma communications face in today’s increasingly AI-driven world. Your version of nice shoes is a press release, your freshly manicured nails are your data, and your outfit is your narrative. But those alone won’t get you past the door, because the bouncer only lets you in if things are presented or shown to them in a very specific way!

That’s the reality of large language models (LLMs), which are increasingly being used to replace everybody from Dr Google through to summary papers. A 2024 survey by the American Medical Association showed that physician usage of AI jumped 78% in a single year, which tells us how rapidly these new 'bouncers' are taking control of the guest list. Failing to grasp this new reality risks your brand and your science being left out of the club, unseen, unheard, and not even an afterthought.

When confidence is high… But accuracy isn’t

Patients and healthcare professionals no longer just turn to a search engine for a simple answer; they turn to AI-powered tools for fast, confident answers, with added detail and rationale. These tools often speak with conviction, even if their sources are sometimes incomplete or outdated. Without clear, credible input from pharma, these AI systems fill the gaps with whatever is currently visible, whether that’s misinformation or competitor stories. That’s a problem when the stakes are so high, as misinformation in healthcare can undermine trust and impact patient outcomes.

Out of sight, out of context

Being quoted out of context has long frustrated communicators; now, the bigger risk is being absent entirely. Unlike traditional search engines that show multiple sources, LLMs often provide a single, definitive answer or summary without transparency, unless you specifically request citations, and even then they may be inaccurate. If your expertise isn’t properly indexed, the nuance and authority of your science could vanish, which makes it harder for policymakers, clinicians, and patients to trust your message.

But remember one thing: the “AI bouncer” checks different things at different clubs. Oncology? The VIP list is ASCO presentations and credible publications. In rare disease, it’s just as important to show up in community advocacy and specialist forums. Each therapeutic area or patient group has its own door policy, and what helps you skip the queue at one might not get you noticed at another.

Media engagement: A vital passport

With trusted journalism and expert commentary serving as primary inputs for AI health queries, the value of speaking with journalists is crucial, but no single channel is enough. The strongest communication strategies weave editorial coverage together with expert interviews, opinion features, podcasts, and well-managed owned content. It’s like holding multiple VIP passes to the club to ensure your brand and products catch the gaze of the bouncer.

Thought leadership: Becoming the voice of the queue

Thought leadership is more than the occasional op-ed. It’s a sustained presence, shaping healthcare conversations through interviews, expert panels, and authentic storytelling. These voices carry the authority both audiences and AI systems respect, which increases their chances of being quoted, shared, or surfaced. Pressure-testing this content with clinicians, patient advocates, and advisory boards ensures clarity and relevance in the evolving AI landscape.

Pressure-testing: Your secret weapon to get past the gatekeeper

Don’t leave your entry to chance – test every key message with intended audiences. Use AI platforms to simulate the real queries your audiences will ask and see how your brand or product appears. If competitors come up before you do, or you’re absent for vital questions, adjust your approach.

Format matters, too, and clear Q&A sections (“Q: What are the side effects?” “A: The most common side effects are...”) can be especially effective at giving LLMs extractable, accurate information that gets picked up and cited. Keep terminology consistent, avoid jargon, and use summaries, tables, or bullet points where possible to maximise your odds of passing the algorithm at reception.

Conduct regular AI visibility audits of both your brand and your competitors – since spotting gaps lets you target communications efforts and optimise visibility. This should be a standard piece of all client and competitor audits today.

Beyond milestones: Building trust every day

Life sciences communications are no longer event-driven alone. True influence is about consistent engagement, participating in policy, patient education, and scientific debates that AI models monitor and amplify. The leaders of today build ongoing, credible dialogues, not just one-off headlines.

The bottom line

The AI bouncer guarding the door of healthcare information isn’t going anywhere and isn’t changing its standards. Pharma comms must evolve by showing up early, speaking clearly, and building continual trust with credible stories and thought leadership. Beating this AI bouncer requires strategy, savvy, and persistence – meaning those who prepare properly will lead the conversation, while those who don’t risk being left outside in the cold.

About the author

Dominic (‘Dom’) Elliston is the current president of Europe for Inizio Evoke Communications, bringing more than 25 years of direct experience and expertise. Inizio Evoke Comms includes Incisive Health and the legacy brands of Galliard and Evoke Kyne. Elliston originally joined Galliard in 2002 after gaining a PhD in Oncology/Haematology from Imperial College London, UK. He also holds a degree in Biochemistry from the University of Bristol, UK, and a Diploma in public relations from the London School of Public Relations. Elliston serves as ‘scientific counsel’ for the company, with significant experience across a range of therapeutic areas, including cardiology, diabetes, diagnostics, devices, gene therapy, haematology, oncology, pain, precision medicine, rare diseases, respiratory, urology, virology, and women’s health.