The rise of conversational searches in the pharmaceutical sector

The way users are conducting searches on traditional search engines like Google or Bing, and on AI-powered search engines like Gemini or ChatGPT, has evolved into a more conversational format. Some of the factors that have influenced this trend include the rise of these AI tools and the popularization of voice assistants or smart devices.

In this context, and in terms of digital marketing, you’ve probably heard the acronym SAO (Search Answer Optimization) more frequently—this means focusing content on answering user questions in searches. But before addressing this point, let’s understand what these types of searches are like and the implications this has when organizing information.

What are conversational searches like?

Traditionally, consumers searched for information about a medicine using simple and direct keywords in their queries, such as “acetylsalicylic acid,” “headache,” or “painkiller.” Search engines would then return a list of search results from pharmacies, medical reference websites, or blogs with related articles.

However, the advent of generative Artificial Intelligence (AI) tools like Gemini—Google’s AI solution—has radically transformed this search behavior. Users now feel more comfortable asking conversational questions using complex phrasing, such as “what is acetylsalicylic acid used for?”

Search engines are increasingly adapting the presentation of their results to provide users with clear and concise information.

Reference source: Google Mexico

Data extraction date: June 19, 2025

One of the already existing features, such as the “More questions” section, now provides results from Google AI Overviews—search functionalities that use generative AI to present answers to queries.

Reference source: Google Mexico

Data extraction date: June 19, 2025

Sections like “More questions” or “PAA – People Also Ask” perfectly complement generative AI answers, and in this way, Google is more naturally integrating Gemini’s responses into its search results.

GEO Friendly Content Generation: Implications

This digital context has made it essential for large pharmaceutical companies to adapt their content strategies to increase visibility and ranking in AI tools like Gemini, ChatGPT, or Claude, among others.

Below are some implications to consider when creating content:

• SAO Strategy (Search Answer Optimization) – focus on Q&A-oriented content to answer user questions clearly and concisely.
• Video and short video strategy – complement your content with multimedia resources such as infographics or short videos. These will also help visually and effectively answer user questions.

• New elements to consider – Adding statistics, sources, data, and authority plays an important role in how AIs interpret and rank content.
• Content in natural language – Don’t forget about the user; write your content with an editorial tone aligned with how users consume information.

Building an appropriate generative digital footprint

Having these guidelines for content creation is already a step toward building your appropriate generative digital footprint, or in other words, the perception that AI tools have about a person, company, or brand. Every piece of content will directly contribute to your trustworthiness and digital reputation.

Reference source: Gemini

Data extraction date: June 13, 2025

The importance of being a reference source in the pharmaceutical sector

Being the go-to source of information in the pharmaceutical sector is not just a competitive advantage it is a necessity. With the rise of AI tools, the information provided can influence health-related decision-making. But why is it so important to be a reference source?

• It provides reliable information about your medications (dosage, usage, contraindications). Clear and concise answers are a strategic and imperative necessity.
• Minimizes errors and hallucinations – generative AI tools can produce imprecise or even incorrect information if not fed verified data. Make sure you control what AI tools say about your brand or products.
• Strengthens your generative digital footprint and reputation  it’s not enough to appear in AI-generated answers; you also need to be perceived as a trustworthy brand.

By adapting digital strategies to this context, companies will not only optimize their presence in both traditional and generative search engines but also provide users with reliable information in a simple and accessible way.