Veris for Pharma, SEM & GEO Intelligence Layer

Built for the most
regulated category
in paid search.

Veris runs SEM and GEO for prescription brands. Branded and unbranded. HCP and DTC. PRC-ready, ISI-compliant, and running continuously from pre-launch through patient adherence.

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AI Overview Coverage
PRC Cycle–Ready
HCP + DTC Separated
Pre-launch to Adherence
Intelligence Depth

Six intelligence streams.
All regulatory-native.

Most platforms adapt for pharma. Veris was built for it. Every intelligence stream is regulatory-native, the constraints are not workarounds, they are the architecture.

From branded and unbranded keyword separation through adverse event signal monitoring, Veris runs compliance natively across every active campaign, every day.

Branded vs. Unbranded Architecture
Veris runs separate intelligence streams for drug brand campaigns and disease state campaigns. If you don't name the drug, FDA fair balance requirements don't trigger. Veris knows where that line is and optimizes against it.
When does ISI become required in pharma ads?
HCP vs. DTC Separation
Healthcare providers and patients require entirely different message architecture, keyword sets, and landing pages. Veris separates these signal streams and applies NPI-level audience intelligence for HCP targeting.
How do you target HCPs with paid search?
MLR Cycle Integration
Traditional MLR review runs 50–60 days per piece. Veris operates from pre-approved modular content libraries, locked claims, interchangeable variables, so optimization never waits on a review cycle.
How do you speed up MLR review cycles?
ISI and Fair Balance Compliance
Every Veris campaign signal flags ISI requirements before content ships. Fair balance ratios, ISI tray placement, risk prominence, all monitored continuously across every active ad unit.
How to make Google Ads ISI compliant?
Pre-Launch to Post-Approval
Pre-NDA, Veris runs disease state education, building demand, priming HCP awareness, without triggering promotion rules. At approval, Veris transitions the full branded stack. The clock doesn't reset.
Can pharma brands market before FDA approval?
Formulary and Copay Signal Integration
Formulary tier shapes the message. Tier 1 leads with access. Tier 3 leads with savings programs. Veris reads payer signal data and shifts messaging accordingly, including excluding Medicare-eligible patients from commercial copay offers.
Targeting commercial vs Medicare patients in pharma?
Patient Journey Intelligence

Six stages. One continuous Veris signal.

Most pharma SEM concentrates at treatment evaluation. Veris runs across the entire patient journey, from symptom to adherence.

Stage 01
Unaware
"why do my joints hurt"
Veris runs: Unbranded disease state ads. Symptom-awareness content. No drug named. No ISI triggered.
Stage 02
Aware
"rheumatoid arthritis symptoms"
Veris runs: Disease awareness. "Talk to your doctor" CTA. Non-branded site traffic.
Stage 03
Diagnosis-seeking
"what does a rheumatologist do"
Veris runs: HCP finder ads. Specialist locator content. Bridge to referral pathway.
Stage 04
Treatment evaluation
"biologics for RA" / "Humira vs Enbrel"
Veris runs: Branded + unbranded. ISI-compliant. MOA content. HCP efficacy data.
Stage 05
Initiation
"Humira savings card"
Veris runs: Copay card enrollment. PSP onboarding. Specialty pharmacy routing.
Stage 06
Adherence
"Humira auto-refill"
Veris runs: CRM-matched retargeting. Refill reminders. Milestone messaging.

Scroll to see all six stages

Campaign Architecture

Four campaigns.
One intelligence layer.

Veris manages the full campaign architecture of a modern Rx brand, branded, unbranded, HCP, and DTC, as a single coordinated system. Every track runs to its own regulatory rules, optimized continuously.

Branded Campaign Track
Drug brand name.
Full ISI required.
Post-NDA approval only. Efficacy claims permitted. Fair balance mandatory. All copy reviewed against approved label language.
  • Brand name keywords + phrase variants
  • Branded keyword defense, isolated budget, QS 9–10 advantage
  • ISI tray on every landing page, sticky, scrollable, 33% viewport
  • HCP-gated version with PI link and attestation
  • Copay card CTA for commercial-payer patients
  • Black box warning display if applicable
Unbranded Campaign Track
Disease state. No drug named. No ISI triggered.
Available pre-launch and post-approval. No fair balance requirement. Dramatically faster MLR cycle. Highest-volume keyword opportunities.
  • Symptom and condition keywords, no drug name, no ISI
  • Disease state site on a visually distinct, separately branded domain
  • Pre-launch disease education: priming HCP awareness before approval
  • "Talk to your doctor" CTA, no treatment recommendation
  • Structurally separated from branded site, FDA perceptual distinction met
HCP Track
Healthcare providers.
Clinical language. NPI intelligence.
Physicians, NPs, and PAs require clinical messaging, efficacy data, and full PI access. Veris applies NPI-matched audience layers.
  • Clinical terminology keywords: MOA, dosing, label language
  • NPI audience targeting via Doximity, Medscape, Epocrates
  • Prescriber decile segmentation, deciles 6–10 = ~80% of TRx
  • HCP-gated landing pages with professional attestation
  • Specialty vs. primary care bifurcation, separate campaign stacks
DTC Track
Patients and caregivers.
Access, support, and quality of life.
Patient-facing campaigns focus on quality of life, affordability, and "talk to your doctor" activation. ISI required. CRM-consented audiences only.
  • Symptom-based and quality-of-life keywords
  • Copay card and PSP enrollment as primary conversion events
  • No health-condition-based retargeting, CRM hashed email only
  • Formulary-aware: Tier 1 = access message, Tier 3 = savings message
  • Medicare-eligible patients excluded from commercial copay CTA
MLR Cycle Intelligence
57%

reduction in MLR review cycles reported by pharma organizations using AI-enabled pre-flagging and modular content architecture.
Source: industry benchmarks, Veeva 2024 PRC Modernization survey.

The speed problem in pharma SEM is solved at the architecture level.

Traditional MLR review runs 50 to 60 days per content piece. That timeline kills performance optimization. Brands cannot rotate ad copy, run A/B tests, or respond to competitor activity when every change needs a full MLR submission.

Veris operates from pre-approved content libraries with modular, interchangeable claims. Locked templates. Standing MLR approval by keyword category. Only net-new claims trigger a new review. Daily optimization at the speed SEM demands, inside the guardrails compliance requires.

Compliance-Native Intelligence

Built for the most regulated
category in marketing.

Veris doesn't add a compliance layer on top of a general-purpose platform. Regulatory constraints are native to how Veris reads signals and generates recommendations.

ISI and Fair Balance
Hard Rule
Veris monitors ISI presence, prominence, and fair balance ratios across every active branded ad unit. Any unit making an efficacy claim that lacks compliant ISI is flagged before it ships.
  • Sticky 33% ISI tray enforced on branded landing pages
  • Risk prominence parity with benefit claims
  • Social media ISI in-post enforcement per 2026 guidance
  • Reminder ad format routing to sidestep ISI when appropriate
OPDP and FDA Enforcement Awareness
Live Watch
FDA issued 50+ warning letters in 2025 and accelerated in 2026 with the new Dual Modality Rule. Veris flags content patterns that match recent enforcement targets before they reach OPDP.
  • Benefit-risk ratio monitoring against FDA-observed patterns
  • 2026 Dual Modality Rule: simultaneous audio + on-screen risk text
  • Risk narration speed monitoring,140 wpm cap during ISI delivery
  • Warning letter pattern library updated quarterly
Off-Label Promotion Prevention
Pre-empted
Off-label promotion has driven the largest pharmaceutical settlements in history,$430M, $2.3B, $3B. Veris cross-references every keyword and landing page claim against the FDA-approved label.
  • Approved indication keyword mapping, off-label intent flagged
  • Multi-indication drugs tracked per indication with separate approval status
  • Conquesting campaigns checked against on-label claim constraints
  • Pre-launch campaigns restricted to disease state, drug not named
Health Data Privacy
Restricted
Washington's My Health My Data Act, California's CPRA, and 22 other state laws restrict condition-based targeting and sensitive health data use, all apply to pharma brands regardless of HIPAA status.
  • No condition-based retargeting, CRM hashed email with consent only
  • No IP or device ID targeting tied to health status
  • Contextual targeting used where individual health data unavailable
  • Medicare-eligible population excluded from commercial copay CTA
AI Overview Coverage

58% of patients using Google also ask ChatGPT about their drug.

Generative AI has changed how patients find drug information. ChatGPT, Claude, Gemini, and Perplexity are now primary sources for treatment comparisons and safety questions. FDA has not yet issued guidance on AI-generated drug content.

Veris monitors your brand's presence, accuracy, and sentiment across all major AI platforms. When an LLM produces incorrect dosing or overstated efficacy, Veris identifies the source gap and publishes corrections on high-authority channels AI crawlers index.

Source: Klick Health 2025 Patient AI Behavior survey; n=1,200 chronic-condition patients.

ChatGPT
74%
Gemini
21%
Claude
18%
Bing Copilot
15%
Perplexity
8%

Health AI platform monthly active share, US, Q1 2026. Veris monitors brand presence across all five platforms continuously. Source: Similarweb & Sensor Tower estimates.

Get in Touch

Message us.

Tell us about your brand and we’ll be in touch.

Who we work with

  • Sponsor brand teams running commercial, omnichannel, or brand marketing for prescription drugs.
  • Pharma agencies of record managing SEM, GEO, or DTC for branded and unbranded campaigns.
  • Indications across the lifecycle, pre-launch through patient adherence, HCP and DTC.
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