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Move over SEO — GEO is the new tool in town, and it aims to make harnessing the power of ChatGPT and other large language models (LLMs) much easier for brands.

Real Chemistry has launched HealthGEO, a new platform that can help guide life science and pharma brands in monitoring and shaping AI content around science, medicine and reputation.

Generative engine optimization (GEO), like search engine optimization (SEO), is a targeted method for optimizing content so that it appears in LLMs like ChatGPT or Gemini — or AI-generated search results. This is in contrast to SEO, which sculpts content so that it rises to the top in traditional search engines like Google.

Real Chemistry was motivated to launch a GEO tool after it started hearing from clients that they were interested in understanding how patients are using LLMs like ChatGPT to gather information about diseases and treatments. HCPs, too, are increasingly using LLMs in decision-making — and Real Chemistry identified an opportunity to work GEO into point-of-care moments.

The team drew on its aptitude in healthcare and text-based analytics to develop HealthGEO, according to Mary James, president of analytics and insights at Real Chemistry.

“We thought, ‘What can we do to bring something to the healthcare market that surfaces insights related to what the LLMs are providing to patients, doctors, investors and policymakers?’” James explained. “I’d say the inspiration was the consumer, because the consumer is the one who’s at risk here if the [LLM] information is wrong. There’s opportunities too, if the information leads to one brand versus another.”

What’s the importance of GEO in pharma marketing?

HealthGEO involves several features, including LLM perception mapping, which provides a daily view into how company products and therapeutic areas are represented across major AI platforms including ChatGPT, Google’s Gemini, Meta’s Llama and Claude.

“We run simulated questions and the permutations over and over again, and get loads of text-based data that we can then start to compare: What are the differences in the sources, the lexicon, product recommendations and sentiment?” James said. 

The idea is to provide that level of depth to clients, who can then optimize their content and SEO strategy, which James believes will probably end up being a combined SEO/GEO strategy down the line.

“My gut says that GEO is going to become a complimentary approach to traditional SEO. I don’t think one replaces the other,” she added.

A GEO strategy can also help identify biases, risks and misinformation from LLMs around disease states and brand products. HealthGEO, James said, works by identifying LLM hallucinations early, as well as any outdated information, sham sources, inconsistent tones and “reputational red flags” across the leading LLMs.

“One of the examples might be that ChatGPT recommends once-a-day dosing for a product, when the product label actually says twice-a-day,” James said. “There’s some real risk.”

LLMs as the next frontier in omnichannel

Pharma marketers live in a world defined by omnichannel, and leading LLMs like ChatGPT are increasingly becoming yet another channel to add to the lexicon.

Similar to the recent rise in patients and consumers flocking to TikTok to search for health information — surpassing even Google and WebMD — people are increasingly turning to ChatGPT and other AI models to rely on for health content. In some cases, ChatGPT is becoming a patient’s first point of contact even before speaking to a physician.

“[ChatGPT] may be just as important as the volume of influence we see from Tiktok in certain disease states,” James said.

That might be especially true for specific disease states, like rare disease, where patients have less information and fewer communities to tap into, marking a unique opportunity for pharma brands to shape information and reputation around the LLMs.

“The power is there, but the brands and our clients need to be on board with the risks and the opportunities,” James said.