Service · Listen
GEO: pharma reputation in the answers of artificial intelligence
Patients, caregivers, physicians and journalists increasingly put their questions to ChatGPT, Gemini and Perplexity. We measure what they answer about your company, products and executives, and we work on the sources those answers come from.
Generative Engine Optimization
An AI answer is the new top result.
When someone asks an AI assistant which treatments exist for a condition, who makes a drug or who runs a company, they get a ready-made answer, often without opening a single website. GEO (Generative Engine Optimization) is the work needed to make that answer accurate, up to date and based on authoritative sources.
Why pharma is different
In pharma, a wrong answer is more than an image problem
Generative AI can repeat outdated information, mix up active ingredients and brand names, pick up news that has already been debunked, or attribute to a company facts that have nothing to do with it. When the topic is health, an error goes straight to patients and professionals.
And in the pharmaceutical industry you can't answer with advertising: the rules don't allow prescription-only medicines to be promoted to the public. That's why GEO in pharma isn't promotion but accurate, verifiable information that complies with industry rules, built on the sources AI engines consider reliable.
Method
How we work
The same approach we use for web reputation, applied to generative engines.
- 01
The questions that matter
Together with you, we define the questions to monitor: those asked by patients and caregivers, physicians and pharmacists, journalists and investors. By therapeutic area, product, company and executive.
- 02
Monitoring the AI engines
We regularly put those questions to the main generative engines, such as ChatGPT, Gemini and Google's AI Overviews, Microsoft Copilot, Perplexity and Claude, and we analyze the answers against your competitors.
- 03
The sources
We map the sources cited or reused in the answers: news outlets, institutional websites, patient associations, Wikipedia, forums, company websites. That's where what AI will say gets decided.
- 04
The action plan
We point out what to fix and where: clearer, better-structured company websites, structured data, updated pages, presence on authoritative sources, reporting errors to those who can correct them. The plan is shared with your medical, regulatory and legal teams.
- 05
Measuring over time
We ask the same questions again and report how the answers change, with periodic reports and an alert whenever wrong information appears.
What we measure
Four indicators to understand how AI describes you.
Presence
Whether and how often the company, its products and its executives appear in the answers, and for which questions.
Accuracy
Whether the information is correct and up to date, and where it goes wrong: data, indications, people, news.
Tone
How they are described, with which arguments, and how they compare with competitors.
Sources
Which websites and documents AI engines cite or reuse, and how authoritative they are in healthcare.
ReputAction GEO
GEO Assessment: what does AI say about your company?
The full method is on the ReputAction GEO Assessment website: the GEO Score, the source map, the action plan and the 90-day re-analysis to measure results.
From the same site you can request a free audit, with first results in 48 hours.
One more way to listen
GEO completes our other listening services
AI answers feed on what is said online. That's why GEO works together with ThatMorning's other listening services:
- web reputation measures what is said about brands and products in the media, on social networks and in forums;
- manager and event monitoring measures how executives, congresses and events affect reputation.
GEO adds the last step: how an artificial intelligence sums all of this up in a single answer.
FAQ
Frequently asked questions
The questions we are asked most often about GEO:
What's the difference between SEO and GEO?
SEO works to get your pages into search engine results. GEO works on the answer an AI writes: what it says, which sources it relies on, whether it cites your pages. The two reinforce each other, because clear, up-to-date and well-structured content serves both.
Does it comply with the rules on medicines communication?
Yes. We don't produce promotional messages: we work to make the available information accurate, verifiable and up to date. Every proposed action is shared with the company's medical, regulatory and legal teams.
Which AI engines do you monitor?
The main assistants and generative engines: ChatGPT, Google Gemini and AI Overviews, Microsoft Copilot, Perplexity and Claude. The list evolves with the market and with the needs of each project.
Does it cover executives too?
Yes. Asking an AI who runs a company, or what an executive said at a congress, is increasingly common. We monitor it together with our manager and event monitoring service.
How often do you measure?
You decide the frequency with us: usually continuous monitoring with periodic reports, plus dedicated analyses around launches, congresses or crisis situations.
More services to listen
Contact
Need more info?
We speak English and Italian.
- info@thatmorning.com
- Phone
- +39 02 36524276
- Office
- Via Meda 45, 20141 Milano (MI)