From Content to Credibility: Treating LLMs as the New Customer
About this session
HCPs are changing how they search, learn, and validate information. Increasingly, clinical and scientific questions are asked not to search engines, but to AI systems that generate summarized answers. That shift is forcing pharma to rethink visibility, credibility, and influence.
Generative Engine Optimization, or GEO, is emerging as a strategic response.
It focuses on ensuring that disease knowledge, brand information, and scientific content are accurately represented when AI systems generate answers for doctors.
and share a practical, pharma-ready strategy. Chema frames LLMs as customers: you need to understand how they “read,” what they treat as authority, and how they assemble an answer from your content and third-party sources across the ecosystem.
What you’ll learn
- How GEO is disrupting HCP journeys:
- Why LLMs should be treated like customers, and what that means for content, authority, and discoverability.
- How to reverse-engineer AI visibility:
- The role of citations, the ecosystem beyond your owned channels, and which tools can help teams understand what sources LLMs are using.
- How measurement must evolve:
- Moving from web traffic and downloads to presence, credibility, and prompt-level share of voice.
Speakers
- Jose Maria (Chema) Guido Avila — Global Dupixent Patient Experience Lead Respiratory
- Pierre Metrailler — CEO & Founder, Onomi