Where doctors look now

For years we have measured engagement by share of voice: reach, frequency, calls, opens. It assumes the doctor comes to our channels to find out what they need.

More and more, they don’t. The answer arrives inside the tools they already have open: records systems, decision support and, increasingly, AI assistants. If the answer is in the workflow, the doctor may never reach your channel at all.

94%

of physicians use AI or are interested in it.

Source: 2026 physician survey data, cited by Oliver Wyman (4 Nov 2026)

The new question

When a doctor asks an AI tool, is your evidence in the answer?

That depends less on campaign spend and more on whether accurate, approved and up-to-date information is published in ways these tools can find and trust. It is as much a medical and digital question as a marketing one, so it needs all three in the room.

What to do about it

3 moves

01

Map local tools

Find out which records systems, decision-support tools and AI assistants doctors in your market actually use day to day.

02

Make evidence findable

Work with medical and compliance to make sure approved information is published openly, clearly structured and kept current.

03

Measure share of answer

Check regularly what these tools say in your area, and track it alongside your other engagement measures.