Pharma marketers are being urged to recalibrate AI spending around “share of answer” rather than impressions as clinicians increasingly engage with generative AI tools. An interview with Stephen Onikoro, chief operating officer of PharmaForceIQ, argued that marketing teams need audience data for AI platforms and must adapt websites for AI crawling. The report cites usage of OpenEvidence in clinical encounters and survey findings on healthcare professional reliance on generative AI for scientific information. It suggests paid-media inventory in answer engines could be expensive and risky if targeting is decoupled from where clinicians actually seek answers. For biotech and pharma commercialization teams, the shift points to a new measurement problem: proving that brand assets are not only visible, but also surfaced and cited within clinician-facing AI systems.