A formulary committee just shortlisted three CGMs. Whether your product was described correctly is a coin flip.
No rep call. No form fill. Before anyone contacted a vendor, a clinician typed into an AI tool: “Which CGM (continuous glucose monitor) is most accurate, works with my patient’s insulin pump, and is cleared for pregnancy?”
The answer shapes the shortlist.
I’ve worked in digital marketing since 2001. This shift is different: buyers aren’t reading your pages anymore. A machine summarizes them, and you don’t control the summary.
So I tested it. I asked five buyer-style CGM questions and reviewed what the public web returns, the material AI tools draw from. What I found, as of October 2026:
1. Accuracy has no single answer. Published figures for the same sensor family vary by source, and independent head-to-head studies reach different conclusions depending on the comparison method.
2. Eligibility information is outdated in places. Several pages still describe an OTC sensor as adults-only, though a later FDA clearance extended it to children.
3. Compatibility is hard to pin down. Pump-integration information is scattered, region-mixed, and in places stale.
In a regulated category, the risk isn’t only invisibility. It’s being described inaccurately, and an AI answer won’t tell you which source it trusted.
Most advice on this focuses on schema markup. That matters, but it’s the smaller problem. The bigger ones are leadership questions:
Who owns how AI represents our products? Marketing, medical affairs, regulatory, or no one.
How do we monitor it? Most teams have no routine for checking what AI says.
How do we publish evidence that is accurate, compliant, and readable by machines?
Where I’d start: audit what AI says about your top five products, assign one accountable owner, and fix the highest-risk gaps first.
Your website is no longer only a brochure. It’s source material for the tools advising your buyers.
I help commercial and marketing leaders turn problems like this into an operating plan. If you’re working through this, I’d like to compare notes.
#HealthcareMarketing #MedTech #DigitalStrategy #DiabetesTechnology #AEO