For pharmaceutical marketers, the search results page is no longer the only place where consumers encounter health information. AI-generated answers from ChatGPT, Gemini, Claude, Perplexity and Google's AI Overviews are becoming another discovery layer, creating a measurement problem for brands that have traditionally tracked rankings, clicks and conversions.

Fullspan Health, the B2B healthcare platform operated by RVO Health, is addressing that gap with AIQ, a measurement and media optimization solution designed to track how health brands appear across AI-powered search experiences.

AIQ is available across campaigns running through Fullspan Health's portfolio, including Healthline, Healthgrades, Medical News Today, Psych Central and Bezzy. The platform tracks brand references, citations and links across major AI search environments and is intended to show marketers how campaign investment affects AI visibility over time.

The development comes as consumers increasingly use AI for health-related research. A March 2026 KFF survey found that 32% of U.S. adults had used AI chatbots for health information or advice during the previous year. A separate Pew Research Center survey conducted in June 2026 found that 34% of U.S. adults had used AI chatbots for at least one of several health-related reasons, including learning about treatments, diagnoses and symptoms.

AIQ Turns AI Search Visibility Into a Marketing Measurement Layer

AIQ is designed to answer a question conventional analytics platforms do not necessarily address: when a consumer asks an AI system about a condition, treatment or healthcare topic, does a particular pharmaceutical brand appear in the resulting answer?

The platform monitors visibility across Google AI Overviews, ChatGPT, Claude, Gemini and Perplexity. Fullspan says marketers can use the data to identify where brands are referenced, cited or linked and then evaluate changes after a campaign launches.

That creates a feedback loop between media investment and AI discovery. Instead of treating AEO as a one-time content optimization exercise, marketers can monitor specific topics and queries, examine changes in visibility and identify areas where additional campaign activity could expand reach.

The approach also extends beyond a brand's own website. Fullspan says AIQ can help marketers understand how its publisher properties contribute to citations and how those properties can be incorporated into campaigns designed around AI discovery.

That distinction is important because AI search visibility depends on more than conventional keyword rankings. AI systems can synthesize information from multiple sources, meaning publisher authority, content quality, entity recognition and citation patterns can all influence how a brand is represented.

Fullspan Reports Strong Citation Performance Across Health Topics

Fullspan's own AIQ analysis provides an early demonstration of the measurement approach. The company says its content appeared in roughly two-thirds of tested ChatGPT, Claude and Gemini answers across a sample of health categories.

Reported citation reach varied substantially by condition, reaching 81% for migraine, 79% for HPV prevention, 73% for hypothyroidism and 71% for type 2 diabetes and obesity.

Fullspan also reports that its content appeared more frequently than competitors in selected categories, including cardiovascular disease, HIV and type 2 diabetes/obesity. For cystic fibrosis, the company says its content appeared in 85.4% of tested prompts.

These figures should be read in context. Fullspan tested an average of 200 unique prompts across selected conditions and therapeutic areas between July and September 2026. Its category-reach methodology counts the percentage of unique questions for which at least one tested AI model cited a Fullspan property. The results therefore describe Fullspan's test environment rather than providing an independently audited ranking of the healthcare publishing market.

Market Landscape

AI search measurement is becoming a new category within digital marketing analytics. Traditional SEO platforms such as Ahrefs focus heavily on rankings, organic traffic, backlinks and search visibility, while emerging AEO tools increasingly track AI citations, mentions and answer-level presence.

Fullspan's strategy differs by combining measurement with its own media inventory and health-content ecosystem. That gives the company a direct connection between AI visibility data and advertising campaigns, rather than positioning AI measurement solely as an independent analytics layer.

The timing reflects a broader change in consumer behavior. Pew found that 22% of U.S. adults get health information from AI chatbots at least sometimes, while younger adults are substantially more likely to do so.

For pharmaceutical marketers, the implications extend beyond traffic. AI-generated health answers can influence how consumers understand conditions and treatment options before they reach a brand site, physician or healthcare provider.

Strategic Outlook

AIQ points toward a broader evolution in marketing measurement: visibility may increasingly need to be evaluated inside the answers produced by AI systems, not only in the links users click afterward.

For pharma companies, that could make AEO part of the media-planning and campaign-measurement process. Marketing teams may eventually need to connect AI citations with audience exposure, brand consideration, website activity and downstream conversion signals.

The more difficult challenge will be standardization. AI platforms can change models, retrieval systems and citation behavior, making cross-platform comparisons difficult. A useful AI-search measurement system therefore needs consistent prompt methodology, transparent definitions and longitudinal tracking.

Fullspan's launch also highlights a competitive question for publishers and ad platforms: whether proprietary content authority can become measurable media value in an AI-mediated discovery environment.

Top Insights

• AIQ extends pharmaceutical marketing analytics into AI answers, giving brands visibility into citations and references across ChatGPT, Gemini, Claude, Perplexity and Google.
• Fullspan combines AI-search measurement with its publisher network, creating a direct connection between AEO performance and healthcare media campaigns.
• Consumer adoption is making AI visibility commercially relevant as millions of Americans increasingly use chatbots to research symptoms, diagnoses and treatment information.
• Fullspan's reported citation results are promising but remain company-generated measurements based on a defined prompt sample, not independent industry benchmarks.

Get in touch with our MarTech Experts.