Overview

Pharma marketing is undergoing its biggest shift in decades, and most organizations aren't ready for it. Pharma Marketing in the Age of AI Search explains how AI-powered answers, zero-click behavior, and search-led journeys are reshaping the way patients and HCPs find and interpret medical information. Written by Dr. Olivier Gryson, PharmD, MSc, who has spent 25 years working across global pharma markets, the book shows why the old campaign-first model no longer works and what needs to replace it. You'll learn how to build trusted, medically sound content that AI systems can interpret, how to design useful patient and HCP services, and how to strengthen your brand's presence in the early moments where decisions actually begin. The book also offers practical guidance on working across Marketing, Digital, and Medical Affairs to move faster while staying fully compliant. Above all, the book argues for a mindset shift: Pharma marketing is no longer about pushing messages, but about showing up with clarity and credibility when people search for answers. If you want to lead in an era where algorithms increasingly shape healthcare understanding, Pharma Marketing in the Age of AI Search is an essential read.

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