How HCPs find information is changing: 60% now use AI tools daily – checking backgrounds, pulling evidence summaries or supporting note-taking. They can ask follow-ups and narrow the topic at speeds hard to ignore. GenAI now sits between us and our audience.
The problem isn’t hallucinations
While hallucinations dominate discussions, the real risk is subtler: omission, simplification, flattening and synthetic consensus. AI prioritises what is easy to reach and read, framing the rest as if it doesn’t exist.
In medcomms, we use formats that work for humans: videos, podcasts, webinars and live content. These work against AI discoverability. Although Google now recognises YouTube transcripts for Gemini and Search, and while multimodal models will eventually handle images and audio directly, significant gaps persist.
Making medcomms work
For medical affairs: Q&A pages mirror how HCPs search and these pages feed voice-search responses. Clinical evidence summaries should present claim, source, patient group and known limits in one scannable block – preventing AI from oversimplifying. When new data contradict earlier summaries, create a ‘what changed’ page that walks AI (and HCPs) through the shift.
For promotional medcomms: disease education, product pages and sales-support materials should use consistent language across all touchpoints. When claim, evidence and context follow the same narrative, AI summaries preserve the story. Patient materials that explain why something matters help AI contextualise claims.
Across all groups: every video needs a clean transcript and summary. Format and metadata are as important as words. Tables, headings, descriptive text and links help AI extract meaning instead of flattening it. When medical affairs, brand and corporate pages say things differently, summaries get muddled. Sharing the narrative and source lists across teams prevent this.
What success looks like
Stop measuring only clicks. Track which sources AI uses, whether summaries are fair and where details drop. The question is not only “Did our content rank?”, but “Did our content survive?”. Success belongs to teams that make their work easy to find, easy to quote and hard to flatten.
