AI Is Redefining Healthcare OTC Brand Perception—Are You in Control?
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AI Is Redefining Healthcare OTC Brand Perception—Are You in Control?
As AI-powered platforms like ChatGPT and Perplexity reshape how consumers, patients, and HCPs seek health information, pharma and OTC brand perception is increasingly being shaped by algorithms, not ad budgets. LiveWorld's new AI Brand Reputation Index evaluates how 50 top-selling OTC brands are portrayed by leading AI tools. This isn't just about digital presence—it's about the stories AI is telling based on a mix of consumer trust, brand recognition, perceived effectiveness, and perceived value. As AI becomes the new front door to healthcare information, understanding and managing your AI reputation is no longer optional—it's essential.
- AI Is the New Healthcare Gatekeeper: Over 30% of patients already rely on AI for health questions, with usage accelerating across HCPs as well.
- Reputation Is Algorithmically Built: AI combines structured data with public sentiment, media narratives, and online conversation to shape brand perception.
- Traditional Tactics Fall Short: SEO and ad strategies alone can't influence AI output—brands must actively manage how AI understands and presents them.
Get to Know the Presenters
As Vice President Client Services, Martin oversees day-to-day activities of LiveWorld’s largest clients’ digital and social media programs. Prior to joining LiveWorld, he was director of brand strategy of Landor Associates. He worked on strategic branding programs for a broad range of clients including Charles Schwab, Chevron, Diamond Foods, FedEx, HP, OtterBox, State Street, University of Colorado, Yahoo! and Walmart. He was Landor’s designated specialist in the areas of brand architecture and portfolio strategy.
Martin has more than 25 years of national and international marketing experience with both global industry leaders and start-up companies. He has worked in Germany, the Netherlands, South Africa, Switzerland, and the United Kingdom. He worked at Nestlé for 12 years including the position as the divisional vice president of the coffee business, where he led a successful brand revitalization project for Nescafé.
Martin holds an MBA from the UCLA Anderson Graduate School of Management, and an MA in economics and psychology from the University of St. Andrews in Scotland.
Tricia is a passionate media director that is driven to deliver quality paid media programs spanning from brand awareness to lead generation and measuring the results of every media dollar spent. Her strategic and efficient media plans have helped to drive awareness and engage patient, consumer, and professional audiences. Tricia has over 20 years of experience in pharmaceutical DTC and HCP, healthcare, tourism, gaming, finance, sports marketing, and QSR.
She leads and oversees LiveWorld’s paid media which consisting of digital display, social, programmatic, and print campaigns. Previously, Tricia was a part of Omnicom Health Group where she led the media team to launch first-to-market vaccines and helped build awareness for many conditions ranging from women’s health to rare disease. She has managed healthcare brands including Pfizer, Korlym, Global Blood Therapeutics, and Gilead.
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 Circana transforms complexity into clarity. We’re a leading advisor on the complexities of consumer behavior. Our superior technology and complete view of the consumer inspire our clients to take action and unlock business growth. Check out Circana’s most recent webinar: e-Commerce - Transformation and Acceleration in a COVID World |  Check out Klick's most recent webinar: Hype or Holy Grail: AI and the Evolution of Marketing |
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