A new industry analysis argues that pharma marketers need a ‘share-of-answer’ strategy before increasing AI ad budgets. The piece ties the shift to changes in how clinicians use AI tools during clinical work, moving measurement beyond share of voice and impressions. It cites that 81% of U.S. physicians report using AI tools in clinical practice, and highlights reported usage of OpenEvidence across nearly 27 million encounters in April 2026. The argument is that paid-media placement only matters if clinicians are actually ‘there’ inside the AI workflows. For pharma teams, the emphasis is on building data and optimization loops specific to answer engines—an operational shift that affects spend planning, attribution, and how brands measure clinical citation.