Polpharma Tops AI Visibility Ranking in First Study of Its Kind in Poland

Polish advisory agency PRCN has published a report examining how large pharmaceutical companies are described by the chatbots ChatGPT and Gemini. It is the first study of its kind on the Polish market, and its results show that a company's market position does not directly translate into how readily or precisely language models mention it.

What the study measured

PRCN developed a proprietary metric called the AI Visibility Index. It checks not only whether a given company appears at all in AI-generated answers to questions about the pharmaceutical industry, but also how accurate and consistent that description is across different systems. The report's authors tested ChatGPT and Gemini this way, combining the results of both models into a single joint ranking.

The effect is that the same company can come across completely differently depending on which chatbot a user asks. According to PRCN, some organizations with a strong market position appeared in model responses only sporadically or in a narrow context, while others, less obvious at first glance, were described broadly and consistently.

Who topped the ranking

Polpharma came out on top with a score of 91 percent of the maximum possible points in the combined ChatGPT and Gemini ranking. Second place went to Aflofarm Farmacja Polska with 72 percent, and third to Adamed Pharma with 68 percent. All three are large, well-recognized players on the Polish pharmaceutical market, but the point gaps between them show that even at the top, AI visibility varies considerably.

This is the first moment since the creation of Google search that not only the way people search is changing, but also the mechanism for building brand reputation - Iwona Kubicz, Managing Director at PRCN

A new reputation management front

The report's authors point out that visibility in AI-generated answers is becoming a distinct area of image management, alongside traditional SEO and public affairs. In practice, this means companies will need to watch not only how they perform in Google search results, but also what a chatbot says, and how, when a user asks it directly about a brand, a drug or a manufacturer.

More and more internet users are asking questions directly to ChatGPT or Gemini instead of using a classic Google search, and these models increasingly weave specific company and product names into their answers. For the pharmaceutical industry, where marketing communication is heavily regulated, this is a new channel over which companies currently have little control.

Significance for the Polish market

PRCN's report is one of the first systematic studies in Poland showing how a specific industry performs in so-called AI Overviews and chatbot responses. Similar analyses are beginning to emerge for other sectors as well, such as private healthcare, suggesting that measuring brand visibility in language models may soon become a standard part of market research, alongside SEO analysis and media monitoring.

For pharmaceutical companies, which must comply with strict restrictions on drug advertising, the results of such a study signal that existing communication strategies, built mainly around search engines and media, will need to be supplemented with efforts aimed directly at AI models. PRCN did not specify whether or how companies can actively influence their presence in ChatGPT or Gemini responses, but the mere fact of measuring the phenomenon opens up a discussion about a new branch of brand management.