Less Noise, Better Signals: How Pharma Can Measure Impact as AI Reshapes Search

AI’s adoption has fundamentally reshaped search, moving from traditional SEO to Generative Engine Optimization (GEO), where experts now focus on intelligently feeding AI systems with accurate, authoritative, and contextually relevant brand information across various platforms. This evolution demands a shift in how impact is measured, moving beyond traditional metrics to focus on outcome-driven signals like intent-based traffic, quality paid search, and brand demand growth. Read more in this Fierce Pharma piece authored by Andrew Miller, EVP, Digital Activation; Courtney Mullen, SVP, SEM; and Franco Maffei, SVP, SEO.