As a digital marketer, I've found myself gravitating toward generative AI tools for about 75% of my searches, leaving traditional engines such as Google with a mere 25% share of my queries. Why? Because these generative AI platforms often provide more nuanced and comprehensive information, tailored to my specific needs. I don't use ChatGPT but rather the custom GPTs created by Boundless AI. Every custom GPT we have is secure and not exposed externally.
Generative AI Has Surged Among Patients and Healthcare Professionals
This shift isn't confined to marketing professionals. Patients and healthcare professionals are increasingly turning to generative AI for medical information. For instance, a study published in BMJ Health & Care Informatics found that 1 in 5 general practitioners use ChatGPT or similar generative AI tools for daily tasks, including generating documentation and suggesting diagnoses (The Guardian). Additionally, a survey by McKinsey revealed that more than 70% of healthcare organizations are pursuing or have already implemented generative AI capabilities (McKinsey). Patients and healthcare professionals are also moving beyond typing text queries into chat fields to utilize generative AI through natural voice conversations, providing a more intuitive interaction.
Trust Issues: Generative AI vs. Traditional Search Engines
Trust plays a pivotal role in this transition. According to a report by Ipsos, healthcare professionals report that generative AI is seen as more than just a symptom checker, suggesting a growing trust in generative AI-provided information (Ipsos). This growing confidence suggests that users perceive generative AI as a more reliable source of information, free from the biases of paid placements.
The Impending Advertising Shift
Currently, generative AI platforms operate without traditional advertising models, such as banner ads or in-feed promotions. However, it's only a matter of time before we see the integration of advertising into these platforms, which has the potential to siphon off a significant portion of Google's ad revenue. In 2023, Google's ad revenue totaled more than $264 billion, with advertising accounting for over 77% of its total revenues (Statista). If generative AI platforms begin to offer targeted advertising, they could become formidable competitors, attracting marketers who are looking for innovative ways to reach their audiences.
Implications for Pharmaceutical Marketing
For pharmaceutical marketers, this evolution presents both challenges and opportunities. Adherence to FDA and OPDP regulations is paramount, ensuring that all promotional content is accurate, balanced, and not misleading. As patients and HCPs increasingly rely on generative AI for medical information, pharma companies must consider how to ethically and effectively integrate their messaging into these platforms.
A Call to Adapt
The writing is on the wall: generative AI is not a fleeting trend but a transformative force in how we access information. While Google search isn't dead yet, its dominance is undeniably waning as users seek more personalized and trustworthy sources. As a marketer, I recognize the need to adapt strategies to align with this shift, ensuring that we meet our audiences where they are—on generative AI platforms that prioritize relevance and reliability over traditional advertising models.
Innovate Enthusiastically But Judiciously
The rise of generative AI signifies a paradigm shift in information consumption. Embracing this change while navigating the regulatory landscape will be crucial for those of us in the pharmaceutical marketing realm. It's time to rethink our approaches and to innovate, lest we find ourselves left behind in the wake of generative AI's relentless progression. Whenever I speak at a conference or publish an article, I always emphasize the importance of checking the sources and never taking generative AI information at face value. GenerativeAI lies and it gets things wrong. It drifts. Do your homework before making decisions based on what it generates.
