From Content to Credibility: Treating LLMs as the New Customer

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.

On May 21st, Pierre Metrailler will sit down with Jose Maria “Chema” Avila (Sanofi) to unpack GEO 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.

Chema will share the building blocks teams can use to reverse-engineer LLM visibility, including how to think about citations, which public tools can help you understand what sources LLMs use, and how success measurement needs to evolve.

Pierre brings the event lens to the discussion, expanding on how events create expert, peer-driven scientific dialogue in a KOL voice and what it takes to structure and expose that kind of content so it is readable to LLMs.

In an AI-first discovery environment, influence belongs to those who structure, validate, and preserve meaningful interaction. Teams that move early will have the advantage.