A ZoomRx Report — May 2026
From Search to Synthesis: How AI Is Rewiring Physician Research
AI adoption among Heme/Oncs in just 12 months
Drop in physician time share on brand websites
OpenEvidence rank in HCP research time share in 12 months
*Data sources: ZoomRx Passive Digital Tracker (N=137 US Hematologists/Oncologists, Q1 2025–Q1 2026) · April 2026 Pulse Survey (N=70 US Heme/Oncs)
What the data shows
When physicians need clinical answers, they turn to AI, not your brand website.
Physician research behavior has changed faster in the last twelve months than in the previous decade. The data is clear: physicians are trading the traditional "browse-to-discover" model for a faster, AI-driven workflow that is radically shifting where they spend their time.
For pharma digital teams, the implications are immediate. Brand websites are losing physician attention at a rate standard analytics won't catch. The platforms now dominating clinical research weren't on the radar two years ago, meaning the metrics most teams use today were built for an ecosystem that is already gone.
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About This Research
This report is grounded in an unfiltered look at what physicians actually do, not just what they say:
- Real-Time Behavioral Tracking (N=137): ZoomRx's Digital Tracker passively captured the real-time online clinical journeys of US Heme/Oncs over five quarters (Q1 2025–Q1 2026)—logging every site visited, treatment researched, and AI interaction (including the clinical queries posed and the AI generated responses).
- Attitudinal Pulse Survey (N=70): An April 2026 survey was paired with the tracking data to uncover how physicians view AI's role within their clinical research.
The behavioral data shows where physician attention moved; the attitudinal data shows why it's unlikely to move back.
About ZoomRx Media Tracking
ZoomRx serves 19 of the top 20 global biopharma companies.
ZoomRx Media Tracking is the only omnichannel pharma media tracking solution that combines passive observation with impact measurement — across linear TV, CTV, all digital channels, and Med AI. The Digital Tracker captures verified HCP and patient behavior in real time, including competitive creative intelligence, Med AI brand representation (AI Share of Voice), paid search activity, and healthcare browsing.