AI Answer Audit & Platform Governance · OTC & MedTech

AI now explains your products.
Who in your company sees what it says?

Patients and pharmacists ask AI assistants about dosing, age limits and interactions – often without ever visiting your website. I measure verbatim what these systems state about your products, verify every claim against your approved information, and trace each error to the team that can fix it.

Request a free snapshot How the audit works 
01 · The Risk

Widely used, unstable and rarely cited.

When AI assistants answer clinical or consumer health questions, they blend official regulatory texts with third-party forums, outdated PDFs and foreign market approvals.

What a finding looks like · Illustration, fictional product

Tested product: Musterflu syrup (fictional)

Shows: the report format Data: none from a real client
Safety · confirmed by a person n of N

Answers with a safety-relevant deviation from the approved information, each one checked by hand before it is reported.

Accuracy n of N

Verifiable product statements that match the approved information, against those that contradict it.

Unsupported statements n of N

Statements the approved sources neither confirm nor contradict, such as a guessed standard dose.

Finding · daily maximum dose
AI assistant answer (with web search)

“Adults can take up to 30 ml of Musterflu per day.”

Approved Swiss information (package leaflet)

“Adults: no more than 20 ml per day.”

Likely source: the answer cites a foreign pharmacy page for a version with a different strength. The Swiss dosing sits only in a PDF and is not cited.

Measures & suggested owner
  1. 01 · Publish Swiss strength and maximum dose as HTML Web & Regulatory

    Put the approved dosing on the product page, so search-augmented AI can read and cite it.

  2. 02 · Mark the country version clearly Regulatory

    State country and strength wherever the product is described, so foreign versions are not mixed in.

  3. 03 · Align product naming across DE / FR / IT Digital Governance

    Consistent names in all national languages make it harder for models to blend in foreign data.

Illustration only · real reports state AI system, model, route, language, date and runs Measured with Seravel
02 · What and How · AI Answer Audit

Set up once. Measure on a fixed cycle.

I test 12 realistic questions per product, plus up to two of yours, across ChatGPT, Claude, Gemini and Perplexity, five times each through the APIs and the safety questions also by hand in the apps, and verify every statement against facts your team has confirmed.

Phase 1 · One-Off Set-Up

Establish the verified baseline

  1. 1
    Add brand & marketsDefine products, languages and target geographies.
  2. 2
    Read in official sourcesIngest approved web pages, IFUs and package leaflets.
  3. 3
    Confirm reference factsA qualified person on your side confirms each reference statement.
  4. 4
    Select key messagesDefine up to 10 core safety or positioning facts to track.
  5. 5
    Fix the question set12 everyday patient or pharmacist queries per product, plus up to two of your own.
  6. 6
    Run baseline measurementAutomated multi-run capture across models with human sample review.
Phase 2 · Every 28 Days

Track remediation impact

  1. 7
    Review findings & sampleHuman verification of flagged safety risks and contradictions.
  2. 8
    Assign remediation measuresPrioritised action list per topic, mapped to Regulatory, Medical or Web owners.
  3. 9
    Verify effect in next runRe-run the exact same prompts (logged by model version and date) to show whether the answers changed after your fixes.

Seravel is my proprietary measurement instrument, currently in beta. For the pilot phase I am partnering with OTC and medtech organisations. Read about Seravel and the method →

Request a free snapshot See the full audit scope →
03 · How to Start & Digital Leadership

Two ways in. One clear bridge.

Product pages, leaflets, directory entries and press releases are maintained by different teams and external agencies. When nobody owns the whole architecture, outdated versions stay online – and AI models surface them. Where cross-functional ownership is the real gap, I step in on the client side for a fixed term.

Entry Path A · Product & Brand Level

AI Answer Audit

For Medical, Regulatory and Brand leads who need immediate clarity on what AI assistants tell patients and professionals about their products.

01 · Free Snapshot 5 questions · 1 page within 3 working days
02 · Full AI Answer Audit from CHF 7,500 per product · source & owner per finding
03 · Recurring Measurement CHF 950 / month · every 28 days
Entry Path B · Platform & Governance Level

Fixed-Term Digital Leadership

For executives facing a major platform decision, multiple agencies without unified delivery steering, or a vacant digital leadership role.

01 · Initial Call 30 minutes · confidential scope alignment
02 · Digital Baseline Assessment 2–3 weeks, fixed price (credited towards a mandate)
03 · Fractional Mandate & Handover 1–4 days/month · closes with handover to your team
The Bridge

You do not need an audit to start a leadership mandate. Conversely, if an AI Answer Audit reveals that nobody internally owns the content lifecycle across Web, Regulatory and agencies, the Digital Baseline Assessment is the logical next step. When a mandate makes sense – and when it does not →

Kevin Lancashire · Founder & Managing Partner: Thirteen years on the client side of enterprise digital platforms – at Roche (Global Head Web Strategy & External Communications, Chair Digital Governance), Migros and localsearch (Swisscom Directories). Executive MBA; based in Binningen near Basel, Switzerland. • Full background • Contact

04 · Questions

What executives ask first.

Clear boundaries on governance, compliance and how client-side advisory differs from agency work.

Why does this matter if the AI is not ours?

Because patients and healthcare professionals act on the answer directly in the chat, often without visiting your website. If an assistant states an outdated dose or omits a warning, the person asking may never see your approved information. You cannot control the model, but you can audit what it states, trace which sources it relies on, and remove outdated copies still online.

Is this pharmacovigilance or medical information?

No. The audit is not a pharmacovigilance or medical-information service, and it gives no medical or legal advice. It measures verbatim what AI assistants say and where errors likely originate. Your existing processes for drug safety, medical enquiries and regulatory approvals remain strictly in charge.

Can you make the AI answer correctly?

No external party controls model weights or provider algorithms. What you directly influence is your own digital evidence: structured HTML product pages, current leaflets, and clean directory data. The audit shows where to act, and the re-measurement every 28 days shows whether answers have changed.

How is this different from a consultancy or an agency?

I am not an implementation agency. My role is strictly client-side: measuring, framing decisions, evaluating vendors, setting acceptance criteria and steering delivery. I take no vendor commissions and no agency margins, which ensures recommendations hold even when they cost a supplier the contract.

05 · Next Step

Start with one product – or one conversation.

For the free Seravel Snapshot, send me your company, the product name, desired languages and a contact. You receive one page within 3 working days, every finding checked by a person. If your priority is an upcoming platform decision or a leadership gap, book a confidential call instead.

Please do not send confidential or personal data before we agree a secure channel and scope.

Pick a 30-minute window in the calendar Request a free snapshot via form

Or write directly: kevin.lancashire@lancashire-digital.ch

Not ready to name a product? Check AI answers yourself