The paper, the search bar and now the chat window. We surveyed HCPs to see how AI is reshaping how they search for clinical answers today
When a clinical question comes up, where do doctors turn? Increasingly, it’s AI: seven in 10 healthcare professionals have used an AI tool in their practice in the last three months. In this report, EMJ GOLD explores what earns clinicians’ trust, how AI is changing their practice and where pharma fits in.
The findings reveal a clear trust gap and, for teams willing to meet HCPs on their terms, a real opportunity.
Inside the white paper:
- Where HCPs turn first with a clinical question
- What really drives clinicians’ choice of source
- How AI is already part of everyday practice
- Why most clinicians still verify AI-generated answers
- How patient use of AI is changing consultations
- What would make HCPs trust, and use, a pharma AI tool.
Who should read this?
- Pharma marketers
- Medical affairs teams
- Digital and omnichannel strategists
- AI and innovation leads
- Healthcare content strategists
Whether you are building trust with HCP audiences or exploring AI-driven engagement, this report offers valuable insight into how clinicians find answers today, and what pharma must do to become a source they rely on.
